Marketing with Postcards – the good, bad and ugly

by Josef Katz on January 9, 2008

in Direct Marketing

The postcard has many uses in marketing.  Over the last few days I have been thinking a lot about their pros and cons.  I figured I would think on this blog and share my list about the simple postcard.

A postcard by USPS standards is no larger then 4×6.  So when should you use this potentially very effective mailing device?

Pros:

  • Postage is lower then any other class of mail
  • Fast and easy to print and mail out
  • Inexpensive to produce in small or large quantities
  • Great for timely promotions or specials
  • Can be used as a reminder to an earlier direct mail effort
  • You can use graphics and text to communicate

Cons:

  • May get lost in your consumers mail pile
  • Limited space to tell your story
  • Size limits room for creativity (although you can be creative)
  • Too small to send to a potential prospect if the message is long or complex
  • May not perform as well as a larger mail piece (test, test and test)
  • Some marketers rely too often on mailing postcards when other formats would be better suited.

I think the pros win but remember to make sure your marketing goals match the medium.

So, if you have a limited budget, pressed for time or want to get a simple or promotional message across the postcard can be a great asset.  If your product is complex and you have a few marketing dollars to play with go with a different format.  There are always exceptions to every rule so make sure to test and read results.

Stay tuned for the “edge of your seat” posting on double postcards… yes, there is such a thing but since their use is more limited I will keep those tidbits in my head.

Does mailing a postcard work for your business?

Let me know by posting a comment.

{ 2 trackbacks }

Direct Marketing Tip – Courtesy of Nordstrom Part 1 | Marketing Maestro
November 13, 2013 at 11:28 am
Direct Marketing Tip – Inspired by Nordstrom – Part 2 | Marketing Maestro
November 14, 2013 at 10:21 am

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