Wish you were here: Postcard marketing full of opportunity

A colorful, personalized postcard from a friend is always a welcome surprise in your mailbox. Postcards can be powerful marketing tools as well. They don’t demand an unreasonable amount of time to read and, compared with larger direct mail pieces, are usually much more cost effective to produce and mail. Many categories of businesspeople, such as real estate agents, are already familiar with the use of postcards. For many others, however, they reflect a series of missed opportunities.

There are several objectives that might dictate using direct mail, and more specifically postcards, as part of your marketing mix. Securing repeat business from past customers is one popular use. Dentists and medical practices often use postcards as appointment reminders or to compel patients to schedule teeth cleanings or checkups. A few days before a major sale, I usually receive a couple of postcard invitations to department stores for special sales events. And how would I know that it was Clinique Bonus Time without my postcard announcement?

Another effective use for a postcard is to gather information on potential customers.

We had outstanding success for one area radio station from purchasing a targeted mailing list and mailing a postcard, which doubled as a response card. Interested recipients were asked to respond, encouraged by an appropriate incentive. An overwhelming 5 percent returned their cards, far outperforming the normal 1 to 3 percent return rate. In this manner, the radio station built a targeted database while advertising the launch of its new format. The resulting list was divided into categories for future mailings with more targeted messages.

Hopefully, your business has already begun building a mailing database of your customers. Whether through traditional methods or more interactive Web-based techniques, gathering accurate information on the customers with whom you interact is always the most cost-effective way for businesses to compile a quality list.

The flavor of your postcard is another major consideration. Quality copy and design are essential to grabbing the recipient’s attention. Most people sift through their commercial mail very quickly, so it’s best to think of your postcards like highway billboards. In today’s fast-paced lifestyle, you need to show consumers something striking and keep the words to a minimum. If your powerful design can stop the recipients from sifting and get their attention to linger on your postcard, you’ll have just enough time to communicate your brief message and make your intended impression. And, of course, you’ll want to make sure these self-promotional communication pieces are printed cleanly and professionally, putting your best foot forward.

Don’t hesitate to put yourself out there more than once. I heard a fundraising expert say recently that if you mail successfully one time per year, why not mail three times? If you currently mail three times per year, why not mail six? I basically agree and usually recommend mailing a minimum of three times annually. Otherwise, you aren’t touching your prospects with enough frequency.

Don’t forget to make sure your mailing is going to pass muster with the U.S. Postal Service. The regulations are very specific and technical, and new developments and restrictions on automated mail can present challenges that may spoil your efforts if you’re unprepared. Your postcards could end up returned to you or in the dead letter office if you’re not careful.

This is one of the most vital advantages of working with a skilled agency that has experience with direct mail. Not only will they take care of all the technical details to ensure your postcards reach their recipients, quality agencies will work hard to make every element successful — the ideal mailing list, the alluring design, the concise message, the perfect printer’s finish, sufficient frequency and seamless execution at the post office.

If you’re looking to improve the return on investment (ROI) of your direct marketing budget, less might be more. Postcards require less expense and less content, but can return more impressions, more repeat business and more cash in your register.

Lili Vianello is president of Visionworks Marketing & Communications, a Columbia-based full service advertising, marketing and public relations firm. Contributions to this article were made by Visionworks staff members. Visit them online at www.visionworks.com