4 Tips for Successful Postcard Marketing

Sometimes all it takes is a simple, inexpensive, tried-and-true postcard to grab a potential customer’s attention

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Postcard marketing is an easy, low-cost way to reach your potential customers. They’re easy to create and send: All you need is a stamp. And they can make more of an impact than something in an envelope. An envelope gives consumers the option to either open the envelope or just throw it away. Many people will just throw the letter away without opening it. However, with postcards, there’s no envelope to hide the message. It’s almost impossible to throw the postcard away without looking at its message.

Make the most of your postcard marketing campaign with these four tips for success.

Tip one: Be brief
Don’t try to explain all the details on the postcard; just give some teaser information to get your reader to take the next step, which might be going to your website or calling your office or a toll-free recorded message.

Tip two: Editorial design
Use an editorial format. I’m not a big fan of four-color postcards. I’d rather use all the space I can on the postcard to give the reader an irresistible urge to take the next step. The best way to do this is to make the postcard look like it came from a personal friend. But make sure you use a compelling headline. That will be the most important part of your entire postcard. When I want to send people to a website, I show a picture of my website, and if I want to send them to a phone number, I make the phone number as big as I can.

Tip three: Go cheap (sometimes)
Don’t spend a lot on printing. When I send bulk postcards, I use an 8 1/2- by 11-inch, 110-pound fluorescent yellow cardstock. I print four postcards to a sheet by cutting the cardstock into quarters. It’s that simple. However, when I do show pictures of websites, people, locations, etc., I’ll use a four-color postcard.

Tip four: PURLs!
If you are driving your prospects to a website, very few things will increase the response rate of your postcard better than a PURL (personalized URL). A PURL is a unique and personalized landing page created especially for each recipient of your marketing campaign. For example, if I was sending a postcard to John Smith using a PURL, I would put the link on the postcard. When John saw that URL, his curiosity would immediately compel him to visit it. For my PURL marketing campaigns, I use SendPepper software (www.sendpepper.com).



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