Make your next postcard a success

Make your next postcard a success

While email marketing may seem like the future of advertising, direct mail pieces can still be cost-effective, creative ways to earn potential customer attention. While email blasts can be a great way to find new customers and give those on your mailing list new information about special deals, services and promotions, sometimes direct mail marketing can be a more effective and creative way to connect with your consumers.

Next time you're looking to raise brand awareness or let customers know about an upcoming sale, consider sending out a postcard. This traditional direct mail technique may seem outdated and ineffective, but a well-designed piece can grab a recipient's attention and deliver your message to those likely to purchase your product.

The pros of postcards
Like all direct mail pieces, postcards allow you to enter a consumer's home and effectively reach an entire household. While your clients may receive dozens of emails a day, it's likely the amount of direct mail they find in their mailboxes has diminished. By reaching clients through direct mail, it's more likely your advertisement will be read and digested in a timely fashion – although email is a great way to reach some customers, blasts can get buried under other unread messages or deleted instantly.

Postcards are also a great tool because they allow your company to make itself known to clients without invading their space. Some consumers may find emails, door-to-door sales or telemarketing slightly more intrusive – a postcard is a casual way of letting households know your business offers great deals without overwhelming them.

Making a postcard campaign work for your business
There are countless ways to make your postcard stand out and operate as a business tool. Play around with design techniques to come up with the best layout, colors and copy to ensure your campaign is the best it can be. By adding QR codes to the piece, you can give recipients the opportunity to scan the codes with their smartphones and learn more about your business through your website.

To keep postcard campaigns from going awry, it's important to keep a few things in mind before you send out your masterpiece. Ensure you have a great mailing list – you may have a well-designed postcard with clever copy, but it won't help you if you aren't hitting your target market. It's also critical to reread your copy and have others look over it before mailing. The last thing you want to do is miscommunicate your message on your first big postcard campaign.

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