A Comprehensive Guide to Postcard Marketing

comprehensive guide postcard marketing direct mailer advertising mail ads

So, you're looking to try some new marketing strategies this year. You've had some success with various advertising techniques in the past, but in an attempt to broaden your audience, you want to branch out.

That's where postcard marketing comes into play.

Postcard marketing is an affordable and easy type of marketing that not enough people take advantage of. But because not as many businesses are using postcards anymore, you have less competition, which is a huge bonus!

So what are the various benefits of postcard marketing? And what are some tips and tricks that you need to keep in mind when designing and sending out your postcard? We'll break all that down for you in great detail inside of this article!

Now then, let's get started on the principles of postcard marketing!


The Benefits of Postcard Marketing

If you don't know a lot about postcard marketing, you may be asking yourself a few questions. One question, in particular, may have to do with whether or not postcard marketing is still effective in 2020.

The short answer? Absolutely.

There are a ton of benefits to postcard marketing, all of which make the decision to invest in the advertising strategy a no brainer.

First, the ability to track your results is a huge plus. You know how many cards you sent out. So if you ask a new customer where they got your name from, you can determine your conversion rate rather easily.

Mailing them out in-house is super easy, although you can outsource the process completely if time is an issue. Regardless of what choice you pick, you won't be breaking the bank to get the job done.

Last but not least, customers still very much enjoy physical media. Having something they can hold, look at, and even put up on their fridge is a huge plus.


What Size Postcards Work Best

Of course, in order to get the best results, you're going to want to pick the right postcard size.

A postcard that is too small can get lost in the shuffle with other pieces of mail rather easily. A large postcard can be intrusive, as well as easily damaged, which isn't what you want, either.

A pro tip? Stick with 6x11 postcards. They're a bit more expensive than smaller postcards, but you should see better results, making it worth the extra costs.

Mailing out your postcards in-house? You're going to want to pick up one of the best postage meters on the market today beforehand.

Doing so will make the job that much easier for whoever on your team is responsible for mailing them out as well as help prevent mistakes. 


Postcard Design Tips and Tricks

Outside of the size of the postcard, there a few tips and tricks that you're going to want to keep in mind during the design process. Knowing what to do, and what not to do, can help you get a higher conversion rate in the long run, which of course is a good thing.

When it comes to any promotional document, font choice is of the utmost importance. Be sure to pick bold, legible fonts so your postcard is easy to read.

Bold headers that grab people's attention are also a good idea but should be used sparingly.

Try to create a visual balance with your content, specifically with how it's laid out. Having too much information on one side of the postcard, or in one area, is going to overwhelm readers, which isn't ideal.

Next to fonts, colors are the most important part of your postcard design. Once again, you're going to want to pick colors with legibility in mind so you don't create a postcard that is hard to read and ineffective.

Stick to three colors, not including white, and use an online color scheme generator to find shades of colors that go well together.

Speaking of colors, whitespace design is a great tool that is worth considering. It'll help make your information flow well together, as well as make your colors pop, two things that can help you create an eye-catching postcard.


Common Mistakes to Avoid

We've already broken down everything that you need to do in order to get the most out of postcard marketing. But it's also a good idea to discuss common mistakes so you can better avoid them.

Without a doubt, the biggest mistake that you can make is by targeting the wrong audience. So be sure to pick the area that you're mailing your postcards to carefully. Failure to do so can lead to a low return on your investment.

Trying to put too much information on your card is also a huge mistake that is easy to avoid. Remember, the more text, the smaller your font size has to be. And a small font size isn't easy to read, which is bad news.


Why You Should Give Postcard Marketing a Try

Well, there you have it! Those are a few reasons why you should give postcard marketing a try!

As you can see, there is a lot to love about postcard marketing in 2020. Whether outsourced or done in-house, it's affordable and offers a huge return on your investment when done properly.

If you design your postcard the right way, using the tips we've given you, you should get lots of phone calls or visitors as a result. At worst, you'll be informing tons of potential customers and clients know your business exists, which is never a bad thing.

Just be sure to avoid those common mailer marketing mistakes we broke down. Doing so will increase your chances of finding success, helping you get the biggest bang for your buck.

Looking for more advertising and marketing ideas that are worth trying this year like postcard marketing? Check out our blog's Digital Marketing and Influencer Marketing sections right now.

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