How to Create an Effective Postcard Marketing Campaign
Postcard marketing is a smart strategy for promoting your business, product, service or event – postcards are the least expensive form of direct mail, and postcard campaigns achieve a 79% engagement rate, so you can be confident your customers are actually reading them. There’s a long history of successful campaigns and mailshots built on postcards, because a postcard delivers a clear, accurate message straight into the hands and eyes of your customers. This article shows you how to create an effective postcard campaign and measure it properly.
| Postcard Marketing Fact | Detail |
|---|---|
| Engagement rate | 79% of postcard direct mail is engaged with |
| Cost | The least expensive form of direct mail |
| Format advantage | No envelope – the message is seen the moment it lands |
| Physical impact | Customers hold your marketing in their hands |
6 Tips for an Effective Postcard Marketing Campaign
Here are our six tips for an effective postcard marketing campaign:
- Cleanse your data – Ensure the data for your campaign is the best it can be; it’s crucial to your success. Cleansing your data and filtering out poor records maximises your ROI.
- Make an impression – An effective postcard must be attractive, memorable and compelling, using high-quality images and graphics that catch your customer’s eye.
- Emphasise the benefits – Don’t confuse your audience with technical jargon they’d need to research. Focus on the benefits they get from trying your product or service.
- Make the offer clear – Keep the message clear, simple and to the point. A postcard’s purpose is to be short and snappy, so don’t fill it with unnecessary images and content – the offer should be unmistakable, and recipients should know exactly what to do.
- Create a powerful call to action – Once the recipient knows about the offer, tell them precisely what to do to take advantage of it. A powerful call to action is what turns readers into responders.
- Measure your results – After the campaign ends, analyse your results against your original aims: did you achieve a positive ROI? Measuring highlights what worked well and what needs changing for the next campaign.
Send a Postcard Marketing Campaign With The Direct Mail Company
The Direct Mail Company is a professional mailing house that mails hundreds of thousands of postcards a year, specialising in UK and international direct mail fulfilment. Outsourcing your campaigns to The Direct Mail Company saves your business time, effort and usually a significant amount of money. Alongside fulfilment, we offer bulk postage rates guaranteed to be cheaper than stamps, franking and Mailmark franking – due to the high volume of mail we send each year, we offer much lower postage costs than standard and franked bulk mail. Lower postage rates for mass mailings never mean compromising on quality: we always ensure your mail is delivered on time, using Whistl, Citipost, UKMail and Royal Mail to deliver the final mile. Please contact us today on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your enquiry.
Postcard Marketing: Frequently Asked Questions
Is postcard marketing effective?
Yes – postcard direct mail achieves a 79% engagement rate, and because there’s no envelope, your message is seen the instant it lands on the doormat.
Are postcards the cheapest form of direct mail?
Yes. Postcards are the least expensive direct mail format to print and post, which is why they suit businesses of every size and budget.
What should go on a marketing postcard?
One clear offer, benefit-led copy free of jargon, an eye-catching image, and a powerful call to action telling the recipient exactly what to do – short and snappy is the whole point.
How do I measure a postcard campaign?
Compare results against your original aims after the campaign ends – responses, sales and ROI – to see what worked and what to change next time.
Who can print and post my postcard campaign?
The Direct Mail Company mails hundreds of thousands of postcards a year with bulk postage rates cheaper than stamps and franking. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
