How to Create a Powerful Postcard Marketing Campaign

by Chaun Soh

Postcards are an excellent way to generate leads. They are highly visible, versatile, easy and economical to produce. To create the most effective postcard to reach the best-qualified prospects, simply follow this checklist:

1. Know who you’re sending them to — and why

Be very clear about who you are talking to and why. Do you want to: • generate more leads • increase sales • build/reinforce your brand • be task-specific, eg, appointment reminder, special offer or other announcement.

2. A strong mailing list

For maximum response, your list must be as targeted, accurate and current as possible. Be sure to verify contact details and ensure they are likely to be interested in your offer. The better qualified your prospects, the better their response.

3. Focus your message for maximum impact

Keep to the point and answer the question common to all customers: ‘What’s in it for me?’ Have your copy written and edited by a professional copywriter — who will know which buttons to push for maximum response.

Give a strong reason to buy: a discount, free gift, time-limited offer etc. To create product awareness, emphasise the benefits which meet your prospect’s needs in a way that’s clear — and asks for the order!

4. Include a clear call-to-action and contact information

Make it easy to order while adding a sense of urgency, eg, ‘Come in for these specials – this week only.’ To increase awareness, urge prospects to ‘Call XXXX XXXX now for more information.’ Include all contact information such as phone number, address and business hours to make it easy to respond.

5. Have your postcards professionally produced

A postcard produced in-house can send the wrong signals, like: ‘I am not really serious about my business so I don’t want to spend money promoting it.’ Get your postcard professionally produced to achieve maximum impact.

For a postcard to stand out from the pack, it must be eye-catching. Try a custom-shaped or non-standard size (but meeting postal rules). Use a non-traditional image or illustration; replace a standard font with one that looks hand-written or set up your postcard to look like a message from a friend. Be creative.

6. Be persistent!

To be top-of-mind in your prospects’ or customers’ minds, you will need to send a series of postcards. Mail regularly, eg, on alternate months or at least quarterly.

7. Watch your timing

Send your postcards so they arrive mid-week when the volume of mail delivered on those days is relatively light and your postcards won’t have to compete with a heap of other material. Avoid having your postcards delivered on Monday: the biggest postal delivery day of the week and a very busy one for most people.