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Article 3: Postcards
Direct mail postcards are one of the easiest and most cost-effective ways to do targeted marketing and advertising.
“Postcards work best when you’re selling something that’s simple and easy to understand,” says Jim McCraigh, a direct marketing consultant and the author of “How to Write Words That Sell” (Salt River Press, 2005).
“Pizza is easy – you don’t have to explain what it is. But I once worked with a client who did HVAC duct cleaning. He did some beautiful postcards, but didn’t get good results because he wasn’t able to explain the benefits.”
The exception to this, McCraigh notes, is if you’re mailing to your current customer list, and they already understand what you sell.
The cardinal rule of any direct mail marketing program is that “it’s all about the list.” The most attractive card with the best offer will fail if it’s mailed to the wrong list. That’s why McCraigh recommends working with an experienced list broker.
“It’s like working with a real estate agent. Working with a list broker doesn’t cost you anything – the list seller pays the broker’s fee – and he can provide invaluable help,” McCraigh says. “Look for someone who’s reputable and experienced in the market you want to reach – like acquiring lists of CPAs, for example – and who will take the time with you to understand your direct marketing goals and explain the list acquisition process.”
You can search for a broker online, in the Yellow or Blue Pages of the phone book, or better yet, get recommendations from your mail house. McCraigh says mailing lists are usually priced per thousand records or names. For example, $50 per thousand records, or 5 cents each.
“The more specific and targeted the list, the more expensive it will be,” McCraigh explains.
McCraigh advises avoiding those CD-ROMs that promise thousands of mailing addresses, because most of those addresses are old and inaccurate. “They may be cheap, but they end up costing you money, because postage is your biggest expense, and you’re just wasting postage.”
What about the creative? You can do it yourself or work with a graphic designer and/or copywriter. If you have to choose one, McCraigh recommends finding an experienced copywriter who specializes in direct mail.
“You need a good headline and a good offer – that’s critical. A great offer to the right list will get results.”
Many printers will do the design and production work for you for less than a freelance designer or agency would cost.
“I believe the bigger the postcard, the better,” says McCraigh. “Your card can be almost any size you want, and I like to have as much selling surface as I can get. The postage will be higher, but it’s usually worth it. Whatever you do, though, don’t just tri-fold an 8˝-by-11 inch piece of paper into a flyer and slap a stamp on it.”
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