Postcards are a common marketing tool because they are one of the easiest direct mail avenues. First of all, postcards have a high response rate, usually around a 1 to 3 percent ROI. With postcards, you get to choose the amount of clients who will receive the direct mail; therefore, direct mail can be customized to match the lifestyle of the audience. Another advantage is that postcard printing and designing is quick and low cost.
Not every one has experienced successful postcard printing, though. The problem often comes from poor design or a weak mail list. Following a few guidelines can ensure that your postcards will have the high response rate you desire.
The Mail List
A successful direct mail campaign will have a targeted list of prospects. To compile a list, gather the addresses of existing customers who have visited your office. You could also purchase a list of addresses from a supplier. You may be tempted to mail your postcards to everyone on the list, but you can increase your response rate by choosing only those prospects most likely to purchase your product. Keep the list updated by including a return address on the direct mail pieces and deleting the returned addresses in your database.
The Design
Postcards need to be more than informative. They have to grab the reader's attention in a single moment and keep it long enough to get the message across. The front of the postcard should contain a headline that makes a clear offer, one that no one else is making. Choose a color for the headline that stands out from the background and a font size and style that is easily readable. Including an image that supports your offer makes it more believable. Choose a full color printer when postcard printing for high quality results. If you are still unsure of creating your own layout, then find a printer that also offers design help.
Marketing your company through postcards will more than likely be perfected only through trial and error. Therefore, never stop rethinking the design and enhancing your mail list. Eventually, you will know what everyone else knows - that postcard printing has amazing marketing results.
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