Three Benefits of Postcard Marketing
Yesterday I was speaking to client who’s set to launch their rebrand soon and we were discussing a postcard campaign for the new year (LOVE this client!) Usually when the subject of postcards comes up, clients think of the old fashioned, jagged edged dull pieces of card stock. Not this one. My client Angela had insight to know that today’s postcards are vibrant, high-impact creations with photography so compelling that it’ll jump off the page at you. Here are a few quick reasons why you should add them to your marketing mix…
1. They’re Short and Personal
First of all, how often to you receive mail that’s not a bill? Next, how often do those that you have connections with in the business world send you something? Now, given the nature of mail, the truth is junk mail is identified at a glance, and often not even opened. It’s so easy to identify a piece of junk mail that often when you receive it you throw it away without even opening the envelope.
On the other hand, by the nature of it’s design, postcards get read. No opening is required and the message is “in your face” without any effort required. Even if the recipient isn’t interested in that mail, they’ll get the message before it gets tossed in the trash.
2. They’re Easy And Cost Effective
Postcards are less expensive to send than a letter because the postage on them is minimal. Also, prices can range from zero (if you print them yourself at home on cardstock) to just under 10 cents apiece for a bulk run. In total, you can reach your target for about 30 cents.
Your time is also leveraged with postcards because you don’t have to put them in the mail yourself. Most print warehouses will take care of the postage, and the maildrop, for you. Hey, what could be easier?
3. They diversify your marketing touchpoints
You can use postcards to cycle your marketing between online interactions and offline interactions. For one part of a campaign you can invite people to visit your website and receive a special gift, join a webinar or read an article. For a different part of a campaign you can tell them to attend an event, join you at an event or exhibit or stop by the office. You’ll be driving traffic… and relationships… at the same time.
Need help with a postcard campaign? I like to send them monthly. Just set a theme or topic for each month of the year and start to design your postcards around that. Send them to your current list of clients and contacts, and see how staying “top of mind” boosts your business.
Do you have a postcard campaign that you’re proud of? A printing company that you recommend? I’d love to hear your suggestions and resources in the comments below.
