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 Metzgers 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.