Printing and mailing postcards sounds easy enough. You create an offer, print your design, and send your postcards to your mailing list.
The mechanics are easy enough to understand, but the dynamics of a successful postcard campaign take some planning and creativity to correctly execute.
Use this guide when developing your next postcard marketing campaign and enjoy watching the results roll in:
Creating Your Postcard Campaign
Every postcard mailer has a specific purpose. If you want to see the best results from your investment, you’ll need to hash out the details of each campaign prior to any design work or printing.
Set Your Objectives
Before you start printing and stamping your postcards, you’ll first need to decide what specifically you want to achieve. Common objectives with postcard marketing are building brand awareness, sharing limited-time offers, discounts, or coupons, and promoting specific products or services.
Generally, postcard campaigns have one specific goal to limit confusion or indecision. This makes it easy to determine whether your campaign was successful by having limited metrics to measure.
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Craft a Compelling Offer
If you want your audience to take advantage of your message, you’ll need to create a compelling reason for them to act. Consider ways to make your offer stand out, such as deep discounts, expiration dates, personalization, and exclusivity.
Check Your Mailing List (Twice)
You have two options when it comes to mailing lists: buy one or furnish your own. In either case, you need to be able to trust the data that each provides.
If you’re using your own mailing list, scan through your entries to ensure nothing looks amiss. Paying for mailers that won’t make it to their final destination due to address issues can eat into your ROI.
…scrub all your lists of duplicates – especially if you’re mailing to more than one list that may be drawing from the same population
If you’re purchasing a list, make sure it’s from a reputable provider. Some companies sell mailing lists that are several years old, so make sure you ask about the data’s currency.
Postcard Printing Guidelines
Because postcards are a single mailer that contains your message AND mailing requirements, you’ll need to understand what type of content goes where. The last thing you want is for part of your message to be cut off or removed because it takes up too much space.
It’s a good idea to use a postcard template that’s the same size as the postcard you intend to mail. Postcards come in several common sizes, so choose your size prior to beginning your design.
You’re limited on real estate, so make sure you maximize the front and back of your postcard for the most impact. Most postcards use an entire side for their imagery and message and add a short message or offer to the other side.
Take a look at these postcard examples to get inspiration on how to organize your content.
There are two ways you can mail your postcards:
The first is handling the stamping, addressing, and mailing process yourself. To do this, you would pay your printing company for the postcards, then work with the post office to determine the best way to mail your postcards. This option makes the most sense if you’re sending postcards intermittently, such as sending your patients an appointment reminder.
Or, you can use a direct mail service provider to handle the printing, addressing, and mailing of your postcards. This is usually the more cost-effective option for companies running specific campaigns. It requires less involvement from you, plus it takes out any guesswork of the process if your professional printing company is skilled in direct mail.
The U.S.P.S. offers several postage options that affect the total cost of mailing your postcards.
Generally, postcards cost less to mail than letters at just $0.35 each. Oversized postcards are more expensive than standard sizes. To lower your postage costs, you might want to look into Every Door Direct Mail or bulk mail options, which could slash postage costs in half.
Tracking and Delivery Options
Consider how you will measure the results of your postcard marketing. Will you include offer codes specific to the campaign? Will your direct mail partner provide insights into the delivery rate? Determine how you can best gauge your success.
How a Quality Printing Partner Can Help
If you’re mailing postcards, your best investment will be to partner with a reliable printer that can help you get the most from your campaign. At Las Vegas Color Graphics, we’re a full-service direct mail provider that can help with every aspect of your campaign, including design work, printing, addressing, mailing, and tracking.
We consult with you to help you craft a campaign that fits your needs and budget help you explore your options with direct mail services.
Contact us today to receive a free quote on postcard direct mail and experience what the right printing partner can do for you.