Wednesday, September 4, 2013

Boost Your Marketing With Postcards

You probably get at least a few postcards in your mail every day. Have you noticed that you always look at the front and usually flip them over, too? Postcards are incredibly hard to resist because there's something compelling about that small, stiff card stock.

Postcards are experiencing a revival as marketers are rediscovering the powerful impact postcards can deliver. What's so great about postcards? Postcards have several advantages over many other marketing channels.




  1. Postcards are less expensive to print.
  2. They don't require envelopes or other inserts.
  3. Postcards provide an instant visual connection with the recipient.
  4. The limited space for copy and graphics forces you to get to the point quickly.
  5. Recipients don't set them aside to read later, leading to instant reaction.
  6. Postage is often lower than with other forms of direct mail.
  7. Postcards are great for personalization (with variable data printing - VDP).
  8. Postcards work very well in driving website traffic.
  9. Postcards are fantastic to use in a series sent over time to educate, engage, and drive sales.
  10. Graphics and copy are easier to create.
  11. Postcards work well for both short-run and larger-volume orders.
  12. Postcards make great appointment reminders, thank you notes, and follow-up cards.


Think of postcards as mobile mini billboards. They get your message across and can travel at very economical rates.

Of course, postcards do have some limitations. They're obviously not great for any type of promotion or campaign that needs lots of space for copy due to the size limitation. It's also not easy to generate direct sales with a postcard campaign. However, postcards are fantastic for creating awareness and generating sales leads. In fact, it's hard to beat postcards for economical lead generation campaigns.

Postcard Creativity

Postcards can be created in traditional sizes, as well larger sheet sizes. They can be die-cut with custom-size shapes in order to stand out and create attention. Postcards can be made from very thick card stocks, laminated, and even made from plastic stock. The possibilities are only limited by your imagination.

Using Postcards

Direct mail is only one way to use this powerful marketing tool. You can also include postcards as part of a media or brand identity kit; as a promotional handout at trade shows and networking events; and as part of a sales letter insert.

Parents prefer Print Advertising for back to School promotions

When more than 12,000 U.S study participants (all smartphone users with at last one child) were asked which ways they prefer to receive back to school promotions, 46.3% said “print ads,” followed by “direct mail” (41.3%)  far ahead of social media (21.2%).*

The Resilience of Print 

As stated by MediaPost, “the resilience of print, both in ads and in direct mail, strongly suggests the importance of cross platform marketing plans for retailers. It also reminds everyone to keep emerging platforms in perspective. Consumers are omnichannel shoppers now. True, about 2 in 5 back to school shoppers planned to use their smartphones to compare prices while in store, the survey says, but that activity is just part of a more subtle multi-screen and traditional consideration cycle.” *

Marketing Takeaway

The humble postcard is a powerful counter measure to digital marketing. As more people are turned off by spam emails and other digital waste, they're paying more attention to postcards. Postcards have a higher read rate than many other marketing mediums because they are easier to digest quickly.


Postcards have a place in your marketing campaigns. If you use eye-catching, powerful design in addition to strong, to the point copy, combined with a call to action, there's a great chance your target audience will respond the way you'd like when you use postcard marketing.



*Sources: Placed, Back to School Shopping: 2013 Trends, accessed Aug. 26, 2013 and MediaPost, Print Preferred: Back To School Shoppers Want Analog Ads, Too, Aug. 26, 2013.



Posted by Chuck Gherman

For more information about Printing Arts Press please visit www.printingartspress.com

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