One of the biggest myths in marketing is that direct mail marketing is a thing of the past. That couldn’t be any further from the truth, and there are plenty of statistics to prove that simply isn’t the case. For example, postcard marketing has a response rate of 4.25%.
While that might not seem high, it’s impressive when compared to the clickthrough rate for emails which currently sits at just 2.91%. Simply put, if you’re looking for a cost-effective way to market your business then postcard marketing may be the solution for you.
Postcards are a simple and effective way to reach your target audience and generate new leads. In this quick guide, we’ll explore the benefits of using postcards as a marketing tool for your business followed by tips on how to create an effective postcard campaign.
What Is Postcard Marketing?
Postcard marketing is a type of direct mail marketing that involves sending out postcards to potential customers. The postcards typically include a special offer or discount, as well as information about the product or service being promoted.
Postcard marketing can be an effective part of any direct mail marketing strategy. Namely, it can help you reach a large number of people with a personal message. You can also use this type of marketing to target specific demographics in areas of your city or state.
For example, businesses may use postcard marketing to reach out to new homeowners in their area or to promote special sales or events. You can also use postcards as part of an overall marketing campaign, providing potential customers with another way to learn about your brand.
The Benefits of Postcard Marketing
When used effectively, postcard marketing can be an affordable and effective way to reach a wide audience. However, the benefits go deeper than simply being able to cast a wide net in a specific geographic area. Here are five of the top benefits of postcard marketing.
Postcard Marketing Is Affordable
Postcard marketing is an affordable way to reach new customers and grow your business. You can design and print postcards on your own, or use a postcard printing service (we’ll talk about that in a bit).
Either way, postcards are a low-cost way to reach a large number of people with your marketing message.
All in all, you benefit from reduced costs across the board. Business postcards are relatively inexpensive to produce, and they can be mailed out for a fraction of the cost of other marketing materials.
So if you’re looking for a low-cost, effective way to reach new customers, postcard marketing is worth considering.
Postcard Marketing Is Customizable & Personal
This might sound obvious, but one of the biggest benefits of investing in a postcard marketing plan is that postcards are highly customizable and versatile.
From the ability to use different postcard sizes to paper stocks and even printing techniques, you can personalize your business postcards however you want. You are in control of the paper quality, design, and overall imagery that your contacts receive from your brand.
Sure, this might be the case when designing Facebook Ads or even your business website, but there’s a tactile factor to postcard marketing that you don’t get with the design of other marketing materials.
At the end of the day, this makes postcard marketing a much more personal marketing tactic than you might be able to use when focusing solely on digital strategies.
Postcard Marketing Is Targeted
Long gone are the days when you’d pay for airtime to show your business on a commercial and hope that someone watching needs what you’re offering. With both digital and print marketing, you’re able to create target audiences and market only to them.
This is especially true for postcard marketing, which is a great way to reach a highly targeted audience. With postcard marketing, you can target specific demographics, interests, and even locations.
For example, if you’re opening a new auto repair shop in Beaumont and want to offer a free oil change for first-time customers purchasing another service, you can send out postcards targeting only potential customers in Beaumont zip codes.
This ensures that your message is reaching the right people and that it’s not getting lost in the noise of online marketing.
Postcard Marketing Is Trackable
While it might not seem like it, you can track your postcard marketing efforts to see what’s working and what’s not. Basically, you need to track the number of leads that come in from each postcard. How do you do that without the help of digital analytics, though?
You can assign a specific coupon code or discount code to your postcard marketing campaigns. This will help ensure you know how many customers visited simply due to a specific postcard.
You can also assign a special phone number that only recipients of your direct mail marketing campaigns receive. If you need to, use a separate number for each postcard marketing campaign so that you can track the performance of individual campaigns.
This is super important, too. So don’t forget to take time to figure out how you’ll track your postcard marketing plan. By taking the time to track your postcard campaigns, you’ll be able to fine-tune your approach and maximize your results.
Postcard Marketing Is Unique
Finally, marketing with postcards is simply unique. We are bombarded with digital ads all day but how often do we receive a personal postcard from a brand? This makes it a great way to create a lasting impression.
Additionally, unlike online ads, postcards are physical and can be kept and displayed. This makes them more likely to be seen and remembered by your target audience. It also helps increase the likelihood of word-of-mouth marketing and referrals.
Develop Your Postcard Marketing Plan: 6 Tips
Not sure how to fully reap the benefits of postcard marketing? As is the case with other types of print marketing, it’s best if you weave postcard marketing into your overall marketing strategy (both print and digital). Here’s how to do just that while ensuring you get the best results.
1. Focus On One Goal
When you focus on only one goal with your postcard marketing campaign, you increase your chances of achieving that goal. When you focus on multiple goals, you spread yourself thin and are less likely to achieve any of them.
Keep your focus in mind when you’re designing your postcards and choose images and wording that will support your goal. When you have a clear focus, you’ll be able to create postcards that are more likely to achieve the results you’re looking for.
2. Get Straight to the Point
When it comes to designing postcards for a postcard marketing campaign, it’s important to be concise. You want your recipients to be able to quickly and easily understand your message.
The last thing you want is for your postcards to end up in the trash because they were too confusing or contained too much information. Keep your design simple and to the point, and you’ll be more likely to see success with your postcard marketing campaign.
3. Craft a Compelling Headline
Your headline is just as important in postcard marketing as it is in any other form of print or digital print marketing. So, be sure you’re writing compelling headlines on every postcard you send out.
After all, if no one is drawn in by the headline, they’re unlikely to read the rest of the postcard. That’s why it’s essential to take some time to craft a headline that will grab attention and spark interest.
The best headlines are short, punchy, and to the point. They make use of powerful words that create a sense of urgency. And they promise something valuable to the reader. With a great headline, you can design postcards that get results.
4. Use a QR Code
Some of the most effective marketing strategies are the ones that perfectly blend traditional print marketing with digital marketing.
For example, to increase the chances of capturing a lead from a direct mail marketing campaign like postcard marketing, use QR codes so people can connect with you on social media. QR codes are quick response codes that can be scanned by smartphones and other devices.
This means that when a user scans a QR code, it can take them to a website, an online form, or even a video. QR codes can be a great way to drive traffic to your website or online form, and they can also be used to provide more information about your product or service.
To use QR codes as part of your postcard marketing strategy, simply include a QR code on your postcards and make sure to include instructions on how to scan the code. Overall, QR codes are a great way to make your postcards more interactive and informative.
5. Create a Clear Call to Action
If you want people to take action once they receive your postcard, you need to create a clear call to action. This means telling them exactly what you want them to do, and why they should do it.
For example, if you’re sending out postcards as part of a campaign to introduce new menu items at your local Italian restaurant, a great call to action might look like this: “Stop by before November 1st and get a free small pizza with any order of pasta.”
By being clear and specific, you can increase the chances that people will take the action you’re asking for. It’s also always a great idea to try and create a sense of urgency. You don’t want anybody to think, “I’ll get around to this later.” You want them to take action now.
6. Use the Right Imagery
When coming up with postcard marketing ideas, one of the most important decisions you’ll make is what kind of imagery to use. After all, the right image can make a big impact, while the wrong one can be a turn-off for potential customers.
So how do you choose the right image for your postcards?
Keep it relevant. Make sure the image you choose is relevant to the product or service you’re promoting. Otherwise, people may not even bother looking at your postcard.
Keep it simple. Don’t try to cram too much into your postcard. A busy or cluttered image will just confuse people and make them less likely to read your message.
Make it eye-catching. Remember, your goal is to get people to notice your postcard. So choose an image that’s eye-catching and attention-grabbing.
By following these guidelines, you can ensure that your postcards will make a lasting impression on potential customers. However, the overall impression they have will ultimately depend on the quality of the postcards themselves. That brings us to our next point…
Should Your Print Postcards or Work With a Printing Company?
As we’ve established, marketing your business with postcards is a great way to reach out to potential customers. But should you print postcards on your own or work with a printing company? There are benefits to both options. However, we suggest working with professionals.
A professional printing company will have the experience and expertise necessary to print postcards that accurately represent your brand. They’ll create high-quality, professional marketing materials for your business that you will be proud to send out.
They will also be able to help you choose the right paper stock and printing options to ensure that your postcards are both eye-catching and durable.
When it comes down to it, regardless of the price, working with a professional printing company is the best way to ensure that your postcard marketing campaign is a success.
Get a Quote for Postcard Marketing
If you’re looking for a tried and true marketing tactic that can help reach new customers, increase brand awareness, and boost your bottom line, look no further than postcard marketing.
Postcards are an affordable and effective way to get your message in front of potential customers, and with the right strategy, they can generate serious results. Own a business in Texas and ready to get started?
Contact us today for a free quote on our postcard marketing services.
