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In a world of flashy online advertising and social media, it’s easy to forget about marketing staples like postcards. But it doesn’t matter what year it is, postcard marketing continues to work. The question is, are you getting the most out of postcards for your business?
Tap into the Power of Postcard Marketing
When it comes to marketing, are you more interested in flash and pretense, or results? Because at the end of the day, while postcards might not offer all of the pizazz that you get with digital marketing, it’s hard to argue with the results. Postcards are one of the few marketing mediums that have continued to work decade after decade. Here are some of the primary reasons why they’re so effective:
Postcards Are Cost-Effective
You can print and mail gorgeous full-color postcards for less than 75 cents per card (postage included). This makes this form of marketing a cost-effective option for any business that’s looking to make an investment in high-reach marketing without a massive budget.
They Have a High “Open Rate”
In email marketing, open rates are a key metric. This is because without a high open rate, it’s nearly impossible to have a high conversion rate. In postcard marketing, read rates are very telling. This metric tells you what percentage of people who receive a postcard actually read it. And according to the Postal Service, postcards are more than six times as likely to be read as a direct mail letter. In total, 94 percent of people read a postcard.
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Post Cards Are Versatile
Postcards can be used for almost any purpose. Whether you want to run a flash sale, send out a coupon, make an announcement, send a congratulatory message, or advertise a new product, a postcard can make it happen.
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Tracking the efficacy of a postcard marketing campaign is fairly easy. For example, if you’re running a sale, simply include a special code on the card. Then track this code at redemption to see what percentage of people are responding.
When you add up all of these benefits, it’s clear that postcard marketing works. If you aren’t getting results from postcards, then there are one of two things happening:
- You’re not using postcards at all; or
- You aren’t using postcards effectively.
The first step is to integrate postcard marketing into your strategy. The second step is to actually learn how to use them well.
3 Tips for More Effective Postcard Marketing
As you consider powerful ways to leverage postcards in your marketing strategy, here are a few helpful suggestions:
1. Choose the Right Size
One of the big challenges of postcard marketing is getting your postcard to stand out in the mailbox. You want your postcard to be the first thing someone notices when they pull their mail out and begin flipping through. There are numerous ways to do this, but size is one of the most important elements.
Most postcards fall under one of the following four basic sizes: 4.25 inches x 6 inches; 6 inches x 9 inches, 6 inches x 11 inches, and 9 inches x 12 inches. If you want your postcard to stand out, shoot for a minimum of 6 x 11 inches. Not only does this give you a tactile advantage, but it also provides additional space for copy, graphics, and calls to action.
2. Use a Simple, Bold Headline
An individual should understand what your postcard is all about within the first five seconds of viewing it. If they can’t, your postcard is too confusing.
One of the most important ingredients in a clear and convincing postcard is a simple, bold headline. The headline is located on the front of the postcard and usually has a font that’s 5 to 10 times larger than the rest of the copy on the card. It’s actionable and provides a clear benefit to the customer.
3. Include One CTA
It’s easy to overwhelm customers. If you want to generate maximum ROI, never include more than one call to action. A singular CTA keeps people focused and prevents confusion. You can include multiple variations of the CTA on the same card, but they should always drive people to the same desired action.
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Get the Most Out of Your Postcard Marketing Efforts
Postcards might not get all of the attention that today’s flashy digital mediums attract, but that doesn’t make them any less effective. As you look for ways to grow your marketing ROI, consider allocating a portion of your budget for postcard marketing. You’ll be glad you did!
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