Why Postcards Need to be Part of Your Marketing Mix
Humble? Yes. But postcards are oh-so effective. They’re an often-overlooked marketing mix element that can highlight points in your appeals, direct mail packages, e-mail marketing messages and newsletters.
“They have been an essential part of my marketing toolkit for ten years,” says web and graphic designer Martha Retallick, author of Postcard Marketing Secrets. “And they've brought me thousands of dollars worth of business.”
That’s because you can afford to use them often. Postcards are economical to produce and to send. Since there’s less cost involved, you’ll be able to get in front of your readers more regularly – an important key to higher response rates.
“But a postcard is so small!” Yep. Good postcard copy carries a single message. If you try to say too much, your jewel tool will be jumbled and lose its punch. Instead, zero in on one specific benefit for your reader or one particular action you want him to take.
Use postcards to ...
Give readers a special opportunity
- Announce a private sale
- Offer an exclusive discount
- Contact non-responders with a special offer
- Remind readers about an upcoming event
- Drive readers to a new product or service on your website
- Promote a contest or award
- Offer a free estimate
Share news and information
- Announce your new or updated website
- Introduce a new service
- Introduce a new staff member
- Tease readers by telling them to be on the lookout for
an upcoming offer, mailing or announcement
- Send a timely reminder of a seasonal task – changing
clocks, preparing taxes, renewing a pledge
Create urgency so readers will act
- Give a deadline for a limited offer
- List urgent prayer requests
- Solicit immediate help for an emergency or natural
Cultivate your list
- Share a piece of helpful information: when to list your
piece of real estate, how to write to your sponsored child, what to include in
a care package to a missionary
- Create a monthly postcard campaign series
- Thank readers for their support of a specific project or
their purchase of a product
- Send a picture of your product and a reminder about how
to use it
- Send a picture of a person your product or service
- Tell a short story about how your product or service
changed a life
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