by Kaitlyn Miller
Postcards are good at what they do. When sent by mail, they are easy-to-read marketing materials. As magazine inserts, they serve as an ultra easy order form. But it is only when designed well that postcards are great at what they do. Here are some ways that you can easily optimize the effectiveness of your postcard printing, making this marketing tool work harder for you.
Send your postcards to the right people. Find out who your target audience is and build a mailing list full of them. If you send out your postcards only to those who are likely to do business with you, then you will have a much higher return on investment than if you send out a general mailing.
Past or current customers should receive postcards. You can send them out when you have news to deliver, when you have a new product to introduce, and for special holiday offers or promotions.
Be direct with your message. Because your space is limited with postcard printing, your reader should understand your message immediately. Take care to write a headline that is short and full of information, and make sure your graphics reinforce your message.
Make response easy. For postcards used as order forms, always self address and stamp. Another option is to make check boxes so that ordering is fast and easy. If your customers have to wait until they can look up your address or stop by the post office, they may never get around to ordering from you.
Don’t try to sell with postcard printing but do include a call to action. There is not enough space on a postcard to close a sale. The idea is to make prospects interested in finding out more. Include direct orders to “call our toll free number,” check out my website today,” and “send a request for more information now” on your postcards. Don’t leave your customers wondering what to do next.
Mail your postcards on Tuesday or Wednesday. Mail traffic is lighter in the middle of the week, so your postcards will have less to compete with on these days. They will get more attention and you will get more responses.
The harder your postcard printing works for you, the more responses you will receive. If you are going to send them out, make sure to get the most out of them by using some smart marketing and design techniques.
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