Skip to main content

Why Direct Mail Postcards are Worth Every Penny

Although postcards are one of today’s beloved print pieces, they had a humble beginning.


The earliest postcard dates back to 1840 when an English man named Theodore Hook sent one to himself. By 1861, the US Congress allowed privately printed cards, weighing one ounce or under, to be sent through the mail. That year, John P. Charlton copyrighted the first postcard, and by 1901 postcards were a regular part of mailed communication.


Generate Huge Exposure with Just One Mailing


Fast forward a century. 


Postcards are now an essential marketing option for many businesses, and with good reason. These versatile tools represent a huge opportunity for companies that do it right.


And the results are compelling. One real estate agent makes $5,000 to $20,000 in commissions every time she runs a direct mail campaign. A Texas dentist added six figures in new revenue thanks to one mailing. And a financial services firm spent a few thousand dollars to net dozens of new clients with an average value of $1,500 each.


Why are postcards so effective?


According to UnitedMail, 79 percent of people act on direct mail immediately (while only 45 percent do so for email). More than two-thirds of consumers open all of their mail, even easily recognizable junk. And this is especially true for young people! According to the U.S. Postal Service, 36 percent of people under age 30 look forward to checking their mail, and 37 percent of the coveted 25- to 35-year-old demographic immediately read their mail.


Since postcards are so visually accessible, they are read frequently and generate huge exposure. When businesses target specific audiences and link to tailored landing pages on their website, they can spark considerable revenue with just one mailing.


Postcards generate fast results, and they work for any business. As long as you have a clear marketing strategy and great graphic design, postcards will work for you!


4 Keys for Designs that Deliver


When you are ready to launch your direct mail postcard, here are four keys for generating compelling, actionable designs:


1. Design with Your Audience in Mind


If there’s one mistake common to most marketers, it is this: assuming your audience knows the terminology of your industry.


Whether you’re a financial advisor or a chiropractor, frame your ideas in words that would make sense to anyone. 


2. Paint a Picture of the Problem You Can Solve


People won’t read every word you share, so don’t bury the lead.


Immediately communicate the problem your business can fix. Center your writing around how your product can make people’s lives easier or better.


3. Use Simple, Crisp Graphics


The image on your postcard should be instantly recognizable.


While it may be fun to try something clever, this often confuses the audience. Since you have mere seconds to communicate an idea, your image should reinforce the concept in a strong, obvious way.


4. Add Bulleted Lists and Distinct Next Steps


Readers won’t engage with longer text, so shoot for punchy subheadings or bulleted items that clarify value.


People want more than just a phone number or a web link. Be specific with CTAs like, “subscribe to ___ for ______” or “call today for your free consultation!” 


Let Our Team Mail for You


Ready to expand your reach with a focused direct mail campaign?


Save on stress and expense by consolidating your creative processes. Our full-service design specialists can provide the artwork, the printing, and even the mailing services. To get a quote, visit our website today! 

Comments

Post a Comment

Popular posts from this blog

5 Print Marketing Pieces that will Woo Your Corporate Clients

Some of the most effective ways of communicating value don’t require looking up a website or downloading a mobile device teaser program. In fact, non-digital marketing activities win over corporate clients regularly without ever needing to be plugged in. Here are five of them. 1. Business Cards Yes, those traditional business cards are still winners. Business cards provide critical contact information and enough detail on how to connect with an organization quickly. Whether by email, text, phone, or mail, the info on a business card is powerful. People love business cards because they are easy to transfer, pack, save, and reference. In the corporate world, business cards still resonate. 2. Letterheads and Stationary In a day and age when so much communication happens by email and texting, the traditional letter stands out, even in a mail pile full of folders and generic material. Best used when conveying a personal connection, professional letterhead is loved by co...
3 comments
Read more

How to Prepare Large-Format Projects for Print

When you want to flaunt your finest, large-format printing can make an oversized impact! Large-format printing includes products printed at a length of 18-100 inches with a minimum width of 60 inches. Some of the most popular items include posters, window graphics, yard signs, vehicle wraps, vinyl banners, media backdrops, and more. While large-scale graphics are stunning, these projects require special preparation, so these images remain vibrant and sharp when stretched to larger-than-life proportions. If you plan to go BIG, here are some factors to consider. Communicate from the Start When diving in on a large-scale printing, create a detailed brief and use this to speak to your printer as early as possible. Try to include everything from the size, design, materials, and deadlines. Your printer will work with you to be sure your ideas are achievable, and the timeline is realistic. Set Appropriate Image Specifications As you connect with a printer, be sure your images ...
Post a Comment
Read more

Share Your Brand Story to Create Distinct, Authentic Connections

In a noisy marketplace, businesses must work smarter to grab prospects and lock in loyalty. But the desire for relationship is mutual. According to Cheetah Mobile marketing director Josh Ong, customers don’t just want to buy, they want to buy into something: “Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brand to be loyal to at random, instead, they are highly attuned to the story that a brand tells, as well as the values that brand exhibits.” No one can resist a good story! Need proof? Here’s a fun brand story from eyewear retailer Warby Parker : Warby was founded as a rebellious upstart to tackle the problem of expensive eyewear because of a frustrating personal experience. During a backpacking trip, one of Warby’s founders lost his glasses. Since he was a broke grad student, he couldn’t afford to replace them, and he spent the rest of the semester squinting. By circumven...
Post a Comment
Read more