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lead optimize outsourced marketing services in houstonEffective Postcard Marketing Campaigns

Postcard campaigns can deliver excellent results when properly designed, implemented, and managed. 

Below are the basic rules for effective postcard marketing campaigns.  These rules deliver great results for our clients and will work for you, too.

Call Lead Optimize at (832) 628-0987 or contact us online to discuss an effective business postcard campaign for your company.  We handle the design, printing, and distribution while you handle your leads and sales.

Rules for Effective Postcard Marketing Campaigns

Follow these rules for your postcard campaigns and you should find yourself pulling in new leads and sales soon. We'll start with the rules and explain more below.

  1. Defined Purpose for Your Campaign
  2. Repetition
  3. Simple/Clear Message
  4. Quality Postcards
  5. Personalized

They are all connected and affect one another in some way.  For instance, the purpose of your campaign will affect your card's message and how it is personalized.

Defined Purpose for Your Campaign
Your postcard campaign should be defined with a purpose in mind.  Read the "Best Uses for Postcard Campaigns" paragraph below for ideas.  Know your audience, what you want to sell them, and what action you want them to take.  Do you want them to sign up for something?  Are you simply building your brand (want to be remembered)?  Are you just warming them up for cold calling?  Be deliberate.

Repetition - Minimum 3 Mailings
Always send at least three postcards to any person or list.  The timing of your mailings may vary depending upon your purpose but keep them coming.  Effective postcard marketing campaigns are repetitive.  You want to be seen again and again - even if only for a second each time. 

Repetition is important because your recipients may not need your services now but they will in the future.  Be there when they need you.  You can expect your response rates to get better with each additional mailing (there is a point of diminishing returns).

Examples:  A brand-building campaign may be ongoing consisting of one postcard every two months in perpetuity.  A product introduction campaign may consist of two postcards within a month, then one per month for 6 months. 

Simple/Clear Message
People do not stop what they are doing to read your postcard.  Count to ONE SECOND and write to get someone's attention that fast. 

Try This:  Write your postcard copy and then cut it in half.  Then, cut it in half again.  Cut the junk.  Stick to what you want them to remember.  Are you the best?  #1 in San Diego?  Cheapest in Baltimore?  Free donuts while you wait?  "30 minutes or less or it's free?"  Get the idea? 

Quality Postcards
Stop bidding one service against another to save 1 cent per card.  Lead Optimize clients only use postcards made with quality card stock, color front and back, and great printing quality - and you should, too.  ALL effective postcards are cheap.  Quality matters.  Your card does not always land front-side up.  Put your brand and message on a nice-looking postcard. 

Personalized
The meaning of this varies slightly depending upon your goal and your audience.  Maybe "identify" is a better word to use.  Identify with your audience whenever possible. 

Examples:  If you are sending your postcards to a member-specific list such as a chamber of commerce or industry association, include a "member of" logo that identifies you as being in the same "club" as your audience. 

In a more general sense, you should address each postcard to a specific person whenever possible.  Consider using a script font - something that looks like handwriting.  If you are working with a small list, consider paying someone to hand-write each address. 

BONUS - Integrated
Your postcard marketing campaign should be integrated with your other marketing campaigns from your website to magazine ads.  They should look and "feel" similar to your other marketing and branding initiatives.

Best Uses for Postcard Campaigns

  • Event Promotion
  • Special Offers
  • Follow-Up (send to the attendees of your recent speech or event)
  • Introduction into New Territory
  • Introduction into New Niche
  • Brand Building
  • Salesperson-Specific (like building a personal brand)

Custom Postcard Marketing Solution
Lead Optimize will design and manage an effective postcard marketing campaign that is integrated with your other current marketing campaigns and sales support materials.  We handle everything from design to printing to distribution and list clean-ups.  You only need to manage your new leads and sales.

Call (832) 628-0987 or contact us online to discuss your postcard marketing needs with a Lead Optimize outsourced marketing professional.

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Lead Optimize Outsourced Marketing Department, Houston, TX Phone: (832) 628-0987 Fax: (281) 894-6644 Skype Me™!