Although we live in a digital age, mailing postcards to attract customers to your business can still be very effective. Direct mail pieces can be a great addition to your marketing strategy, but as with any marketing strategy the key is standing out from the overwhelming swarm of messaging people receive everyday.
Design is EVERYTHING.
Find a designer who understands your branding and direct mail design strategy. Make sure the images are appropriate for your target audience. Keep the design clean because you have a small amount of space to visually communicate the message. Branding needs to be pulled throughout the front and back of the postcard, so it feels like one piece.
Write clear copy.
The copy on the postcard needs to be concise, with one main call to action and theme. You cannot communicate too much on a postcard due to size, so keep it simple. If you are unsure of what to put on the card then you need to do some targeted brainstorming and possibly reconsider why you are developing one in the first place.
Consider postage regulations.
Costs for postage depend heavily on the size of the card. If you are wanting a larger sized postcard, be sure to research how much postage it will require. Make sure your postcard design adheres to postal guidelines. This will ensure proper automation handling. If you are unsure, talk to a postal professional at your local post office and consult with your printer.
Have a clean mailing list.
This is so important because no matter how many resources you put into developing the postcard, if you do not have a good list free from bad addresses, then your marketing piece goes nowhere.