How to mail a postcard

The first step in mailing a postcard is deciding what the purpose will be. Examples are: 

• an event announcement such a s a "save the date" for a future formal invitation
• service reminders  (veterinarians, doctors, dentists, and auto service providers)
• informational to build awareness of a business, product, or service
• promotional to offer a sale or coupon

The second step in mailing a postcard is establishing a budget.  Budgetary factors include:

• how many people will the postcard be sent to -- mailing lists can be customer lists, target marketing based on demographics and area, or using a new service from the USPS called "Every Door Direct Mail".   A few cautions are needed:   if a customer list will be used, it is important that those customers who wanted to opt out are removed from the mail list;  mailing lists degrade 1.5-2% per month, so it important to regularly cleanse a list or start fresh. 
• how many times will the mailing be made (often times referred to as a "campaign").  According to market studies, the response rate increases as the number of mailings increases.  General rule of thumb is that the best response rate occurs after a customer receives 6 mailings, with each mailing sent 2-4 weeks apart
• postcard size (see third step below)
• printing specifications (paper type; ink colors --black, 1 or 2 colors, full color,  UV coating on one or both sides)
• Postage. If time is of the essence, standard mail rates will mean the postcard must move within 1 day.  If a little more time can be allowed, cleansed mailing lists with postal tracking codes can help to keep costs down.

The third step in mailing  a postcard is determining the content and graphics to be included.  Here are some considerations:

• postal regulations and amount of content will influence the post card size
• addition of specialized QR codes and coupons may mean using a larger size.  QR Codes and Coupons are great ways to increase response rate. See future blogs about QR Codes.
• addition of tracking can also help to measure return on investment. 
• variable graphics and text tailored to a specific customer can greatly increase response rate.

Your local print shop in house graphic design team can help guide you through the process and make recommendations to maximize response rate and maximize return on investment. 

Call or stop by our Austin, Texas Print shop for a free consultation.  Or, for more info, see my prior posts for postcard how to's.

How to tips for mailings

The rule of thumb is that it can take up to 6-7 times to build awareness of a business, product, or service.

A good way to build awareness has been the use of postcard mailings.  Another has been newsletters or donation campaigns.  While the cost can seem high for multiple mailings, the response rate increases the more times a mailing is done. 

A good exmple is those pesky credit card offers.  After several years and arguable a swetened pot, I finally drapped my old card provider for a new one.  Admittedly, I was also tiring of my former credit card provider. 

So, as a new or existing business owner, keeping the awareness during a crucial time can mean the difference in getting a new customer or missing out on an opportunity. 

So what works and what doesn't?

Mailings that Work

• Multiple mailings (3 or more)
• Mailing every 2-4 weeks apart (depending on mailing type)
• Interesting, pithy content
• Coupons/incentives to try a product or service
• Newsletters
• Service reminders (for example: automotive or veterinarian)
• Variable data (text and graphics)

Mailings that Don't Work

• Same item mailed -- "read that, toss that"
• Using old mailing lists -- lists degrade 2% per month
• "Mass" mailings -- better to narrow to a target audience
• Incorrect info on the item being mailed (e.g. business location error or phone number) -- best to have a coworker proof

To test whether the response rate stacks up to typical rates, a graphic designer should be able to suggest ways to improve and measure the effectiveness of your mailing.

How to choose a postcard size?

So if you've decided to try a mailing are are now wondering what size postcard to use, here are some considerations:

• Budget:   Smaller cards cost less because a print shop can get more out of a sheet and postal costs are also lower.   A new service from the US Post Office called Every Door Direct Mail might be an option to consider to stretch the budget.

• Impact:

• As they say bigger is better -- smaller sizes have a higher chance of getting lost in the mail shuffle.
• Full color post cards (with or without gloss) versus black & white or even one color can make a post card stand out from the others.
• Paper type and weight -- a customer wanting a thick paper stock may need to choose a smaller card to stay within budget.

• Info:  Depending on what info is to be shared and how much info is to be included (e.g. coupon, QR code) may dictate a larger card.
• Postal Regulations:  minimum size is 4x5.5  and maximum size is:  8.5 x 11.
• Image:
• What do you want your prospective customers to think and what do you want them to do when your post card arrives?
• Interesting and unique images will have a greater chance of being looked at and held onto.

Your local print show can help provide you with options to best meet your needs and stay within budget.  If you are in Austin, stop by our shop or call us and we'll come to your location.