Postcard Marketing: A Low-Tech Approach

Search engine marketing, pay-per-click advertising and directory listings aren't the only way to market your online business these days. Postcards have proven to be an easy-to-use, inexpensive and time-tested approach to marketing your online business.

Postcards work for a number of reasons. They're easy to read, easy to test and produce quick results. Since everyone with a website is only focused online, postcards also have much less competition. But here's the best part: your competitors won't know (and can't copy) your marketing efforts when you use postcards. Unless they're on your mailing list, you'll keep your special promotions to your best prospects only.

Postcards work for any business.

According to the USPS, simple, eye-catching cards with timely, relevant information do the best. Make sure you're using either a key-code, or the postcard itself (when presented in person), for your tracking purposes. Every business, online or offline, can use postcards successfully. A website can promote its URL, driving traffic; a marketer can use a 2-part postcard (one that has a return postcard attached) for lead generation; a retail store can use a postcard with a discount, coupon or phone-in offer... The possibilities are endless.

Before you roll-out a gigantic postcard campaign, test a very small selection (a few hundred names should be sufficient). If the results are acceptable, slowly increase the mailing to larger and larger lists. With a couple mailings done, you'll have enough data to predict the future success on a full mailing. The campaign should be successful if you're writing direct response copy with a personal touch and mailing to the most appropriate list.

Tips, Tactics and Ideas

• Always mail with first-class postage, and include an "Address Correction Requested" line below your return address. The post office, for a small fee, will then provide you with updated (and corrected) home addresses for your prospect, leaving you with a much cleaner list.
• Don't try to make direct sales with a postcard. You simply don't have enough sales copy space on a postcard to make a direct sale. Instead, offer either a discount or coupon (for online and offline businesses) or promote a lead-generation landing page on your website. 
• Follow up with your postcard prospects by telephone. Virtually no one does this. You'll dramatically boost response this way.
• Don't send one postcard and call it quits. They're so cheap and inexpensive, you can send one to your prospect every 3-4 weeks and stay "top of mind" with them.
• Use postcards to survey your customers. Just list your short survey questionnaire on the back and ask them to answer and then fax the card back or visit a website to record their responses.
• Thank your customers and encourage referrals with a postcard.
• Use high-quality, gloss-free card stock (80lb. or heavier) and opt for a larger (requiring first-class postage) size of at least 5 x 8 inches.
• Sales copy should be quick and snappy, following the AIDA formula: get Attention, stimulate Interest, create Desire and call to Action (it's critical that you ask them to do something: phone, stop in, visit this webpage, complete this survey, give to a friend, etc.).
• Spend time on the USPS website. You can design, create and mail your entire campaign right from your PC.
• Pictures, graphics and other eye-catching elements are a must. We all read words, but we think in pictures. 
• Try 1 or 2 color printing first. 4 color printing usually requires a glossy finish, and your work of art is likely to be smeared and scratched by postal processing machines.

Conclusion

Have you ever received a postcard you didn't at least look at? It's hard to ignore a postcard since it's already "opened". The price, ease of use, and available resources make postcards one of the most effective "low-tech" marketing tactics in your arsenal.

Resources

Postcard Marketing Systems

• Postcard Marketing Secrets
• Marketing With Postcards

List Rentals

• infoUSA
• SRDS (Standard Rate and Data Service)
• Melissa Data

Postcard Printers

• Postcard Power
• Modern Postcard
• VistaPrint

United States Postal Service (USPS)

• Business Mail (see Click2Mail and Premium Postcard)

About the Author

Brian J. Farrell – Marketing Consultant, helps small business owners find new customers and make more sales in 30 days or less — guaranteed! Call or contact Brian today for a confidential analysis of your business marketing plan and he'll uncover assets you can capitalize on right now, without spending more money on advertising.