A Post Script on Postcard - 12 Tips For Better Postcards Marketing

Just when you think you know everything you can know about a postcard, along comes a smart aleck like me to disabuse you of some of your erroneous ways.

Ready for the ride? Tighten your seat belt. I'm going to go quickly:

1. Ask the post office what a "postcard" is. They will tell you 4.25x6". Period. Now here's a reality check: look at your mail. You'll see postcards as large as 6x11". In between those two extremes are 5x7", 5.5x8.5", 6x9", 3.5x8.5" and 4.5x9". And probably more. So much for 4.25x6". Hah!
   
   
2. 4.25x6" is great for mailing at First Class and First Class presort if all you are concerned about is paying as little in postage as you possibly can. 4.25x6" is not so great if you want your message to be visible in the mailbox of the recipient.
   
   
3. If you're mailing at Standard (or nonprofit) rates, it doesn't matter what size postcard you use. Under current USPS rules, your rates will be the same across the size spectrum, from 4.25x6" to 6x11".
   
   
4. As you increase the size of your postcard, your paper and printing cost will be higher, no question, but postage is still the largest line item in your direct marketing budget.
   
   
5. A larger card will get you more visibility in the mailbox. Sometimes you really do get what you pay for. Here's one of those times.
   
   
6. Don't try to sell a product or a service on a postcard. Use your postcard to generate a phone call and then you—intelligent human responder—can answer the caller's questions and make the sale.
   
   
7. Want lotsa phone action? Use the word FREE liberally. In color. "FREE offer." "FREE quote." "FREE information." "FREE analysis." (Just think. This hint didn't cost you a penny! It was FREE!)
   
   
8. Build brand awareness. Stay "top of mind" with frequent reminders of who you are and what you offer. You never know when they'll need you, so prime the pump.
   
   
9. Build relationships. Mail at 2 week intervals. Reinforce your message. Repetition is good.
   
   
10. Offer something that your recipient needs or is interested in. Keep it relevant to the recipient and you'll generate the business you want.
    
    
11. Be entertaining. Use great graphics. Humor. Color. People want to spend time with something that makes them smile.
    
    
12. VDP (variable data print) the card. Use your recipient's name in color, in multiple locations. It will arrest his eye, get you more "eyeball time" and earn you a higher ROI. Don't be dissuaded by cost; statistics show that VDP generates 5-30% higher rates of return.

As promised, 12 quick tips delivered. Time's up.


Let me know what you tried and how it worked for you. Email ellen@paulandpartners.net or call 703-996-0800.

Over and out.

Envelopes - 10 Techniques the Pros use

The Envelope Tricks of the Trade Series
10 Tried-and-True Techniques that the Pros use

...and a SPECIAL FREE OFFER! (See below for details)..

Why should the direct mail professionals keep all the good techniques to themselves? Here are a few of their techniques; use them to help get your mailing opened and read.

The envelope.

The first hurdle in direct mail is to get the envelope opened. Try one or two of these pro-proven techniques to jump over that hurdle. They might help you get a lift in your next mailing, too.

1- Send an envelope instead of a postcard. Envelopes outperform postcards all the time. Maybe because they are more personal. Maybe because there is a certain curiosity factor. Maybe because opening an envelope provides a fractional second of involvement—and hence a mini-commitment—that a postcard does not demand.

2- Closed face envelopes outpull window envelopes. Think about it. The really important letters of your life come in a closed face envelope. A birthday card from your mother. A note from your best friend. Isn’t your mailing just as important?

3- Stamps are better than meters. Meters are better than indicias. (Indicias are those little black boxes printed on the envelope in lieu of a stamp.) Stamps make the letter look like it came from a real person. Meters look like a company sent the mailing. An indicia screams “I am a mass mailing!” Which are you more likely to open first? (See related article: "Stamp, Meter, Indicia? - A Postage Primer" )

4- If one stamp is good, two is better. ‘Nuff said.

5- Cancellation marks add extra importance to letters. In today’s postal system only First Class mail is cancelled. Emulate the look of First Class in any mail class with a mailer’s cancellation mark. People subliminally recognize the cancellation mark as being important.

6- Handwriting fonts on the envelope can help get some mail opened. Appeals for funds to help an orphanage or save a whale? Yes. Information from the Desk of the President advising you about a stockholders meeting? No. Be judicious.

7- If handwriting is good, doing it in color is even better.

8- Take handwriting to its logical conclusion. Make the return address in the same handwriting font, in the same color. Add a stamp. How much more personal can you get? (See related article: "Get Personal - Get Results" )

9- Teasers. Not all teasers are created equal. Good teasers make the recipient want to open the envelope by creating tension or curiosity, or by inspiring pride or fear. (See related article: "10 Tips for Great Copywriting" )

10- Don’t forget the back of the envelope. If you’ve got a meaningful message that compels the recipient to open the piece—then try it.

There are more tricks from the pros that we can teach you, too. But you’ll need to CALL US at 703-996-0800 to learn more.

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FREE OFFER!!!

Statistics show that stamps get letters opened.
P&P will stamp your mail for FREE to prove the point!

Call Paul&Partners to schedule a mailing of at least 5,000 letters during July. Mention the special code of 0709S and we’ll affix one stamp on your envelopes FOR FREE!

Here’s the dreaded fine print:
Minimum quantity of 5000 letters.
Job must mail during July.
Postage is not included.
You must mention special code 0709S to get this special offer.

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Paul&Partners Direct Marketing

43670 Trade Center Place,

Suite 150, Dulles, VA 20166

Phone: 703.996.0800 Fax: 703.996.0888 1.866.365.2858

http://www.paulandpartners.net/ sales@paulandpartners