Getting something of value in the mail is a treat. Plus, postcards are less intrusive than e-mail and have less competition. Direct-mail marketing with postcards is one of the most effective forms of promoting your company's products and services because it allows you to market to a highly targeted audience. In particular, direct-mail postcard marketing campaigns are an economical way to get your message in front of the right prospects.
Easy Read: Since the space is limited, it's easy to focus on the key messages.
Economical: Printing postcards will cost you about $0.25 to print and mail.
Flexible: Reach out throughout the year with multiple marketing campaigns.
Targeted: Pick your audience instead of advertising to non-relevant consumers.
Trackable: Track the postcard effectiveness with coupons or promotion codes.
Effective: Postcards are quick & easy to read which make them more effective. There's no need to open an envelope to see what's inside.
An event announcement
An invitation or ticket
Introduce an artist or performer
Send a seasonal greeting
Include a calendar and magnet
Survey for customer feedback
As a thank you card
As a reminder of appointments
A souvenir card
Since vector files ensure the sharpest printing quality, postcards are designed in Adobe Illustrator.
Postcard design tends to lean heavily on images for grabbing attention, so quality image files (logos, photos, illustrations) are important. These images should be a minimum of 6" wide at 200 pixels per inch (or 1200px wide).
Image quality is only as good as the file provided and web sourced images are often low resolution. If the image source for your logo is a low-res file downloaded from the internet, vector tracing is an option. Plus, having a clean, scaleable image file with no background will come in handy for all sorts of other design projects. It's a tiny investment that will pay for itself many times over with it's ease of production and the perceived value of a better quality image.
If you are using an online printing service, please provide me with their web address. They may have specific requirements for formatting dimensions and file types. If you wish, I'll upload a copy of the final approved file to your account with them (please provide login information).
• Roughs are provided as low-res, pixel images until the final design is approved and paid in full.
• Your final postcard file will be provided as vectorized PDFs with all fonts converted to shape and all strokes outlined. This will prevent any distortion. It also means your printer won't have to have a specific font in their library if a professional, licensed font is used. However, this also means that wording in your business card will be non-editable since it's no longer a font.
• Editable files are kept on hand for future updates and are available for purchase.
• Bonus: producing your postcard as vector art means that the design can easily be scaled up to be used in other applications like posters and signage. Again, rasterized elements (images) are only as sharp as the original file.
• The more information that can be provided up front (contact information, social media links, the promotion itself), the more efficient the design process is. This policy also makes having multiple cards that share the same layout very affordable since it doesn't take much more time to revise the text or replace a seasonal image. Similar layouts do not look lazy - they look familiar which becomes trust and then sales.
Your Target Audience for Mailings
Before you do anything else, you must define who your target audience is. What do your current customers have in common? Pay close attention to demographics: age, gender, income and geographic location. New customers will likely come from the same demographics.
Next, you'll need a business or consumer mailing list comprised of prospects that fit these demographics. The quality of your mailing list alone accounts for 40 percent of your overall campaign success.
Your Target Audience for Mailings
Once you have your target audience defined, you must appeal to their needs, wishes and desires.
Your postcard design should include a great motivational offer that gets your potential customers to take the next step. Often, postcards do not make a direct sale - rather, they bring prospects to your business through free giveaways or coupons. That doesn't mean postcards can't make direct sales - just make sure that you have a great offer that appeals to your target audience.