Why A Postcard Is Better Than A Direct Mail Letter

One of the elements of direct marketing that is overlooked is the postcard.

Postcard mailings are very effective for the following reasons:

* No stuffing envelopes or folding flyers, which cost money, materials and labor.
* You can print up to four post cards on one sheet.
* A postcard is still the cheapest thing to mail.
* People notice right away because it is brightly colored and heavier in their hand.
* People don"t have to waste time opening it.
* People don"t have to waste time reading it. It is short and to the point.

Think about how you go through your mail. With a postcard, you handle it, flip it over, scan it. Already it has gotten your attention longer than the envelope still laying on the desk. True, it may still be considered "junk mail", but the key is it gets seen.

Postcards work, especially as repeat mailings, because they are so cost-effective to produce. True, you may pay more for the initial layout and design. You want it to attract attention. But, you can produce more for less and mail them out for less than you could with an enveloped letter or flyer.

Postcards are action enticers. It should be a teaser designed to get them to want to learn more, phone, drop by or click on the website. Once you get someone to act, you"ve won half the battle. The fish is hooked.

Here are some tips to designing an effective postcard for Direct market mailings""

First, it must be pleasing to the eye as far as design, color and placement. Have a pretty or interesting front to the card. Place your message on the flip side on the left-hand half and the mailing on the right. Have nothing else in the right section except the name and postage.

Second, definitely use color on the front side but don"t waste money using much color on the back. Too many times it gets busy and confusing to have too much color.

Third, the postcard must have a great hook "" ask a question, make a statement that gets attention, etc. But, do it tastefully in a manner fitting to your club"s image. The last thing you want to do is send the wrong message or portray the wrong image.

Fourth, the eye trail must work, i.e., how the eye travels down the card and what it picks up as important. Don"t make either side busy with too much info or design that confuses the eye and the brain. You want your card to be memorable.

Fifth, Have a start, middle and end. A question, a bit of info, then call to action is one example that works well.

Finally, use the KISS principle "" Keep It Simple, Son. Promote one thing only. Save the next promotion for the next postcard, and the next. Make it brief, to the point and easy to remember. You want your message to stand out as they scan. A postcard is like the headline. It is to grab their attention so they want to contact you for more information.

Frequent postcard mailings work well. Many very successful companies have grown in sales or members simply by using this tactic in direct marketing. Combined with other direct marketing strategies, you have a dynamite plan in place to increase membership and attract more interest in your club.