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Copy - Content - Marketing Communications Planning

Wednesday 18 March 2015

Postcard marketing - 5 reasons they work so well

I still hate sending postcards when I'm on holiday but I think the world of them as a business development device.

Can you ignore a postcard?
I've used them in most market sectors with brilliant results - here are 5 reasons why you consider using them:
  1. They don't get ignored - you don't have to open postcard to see the message. In test after test postcards get picked up and scanned read without judgement whereas envelopes get picked up with preconceived notions of junk mail.
  2. They are understood - a postcard has a front and a back one with an image, the reverse with some words. The recipient knows what to expect - so you just get their attention.
  3. Postcards are low cost - It's a simple printing process with a wide variety of different finishes available. And if you are mailing them, you can personalise them using variable data printing, changing text, images and graphics for no additional cost. Many mailing houses can print and mail in one process saving you time and money.
  4. They can be targeted very easily and quickly - if you have to respond with speed to a competitor offer or have something to say to a few local people, postcards can be designed and printed within days.
  5. They are retained - it's been found that cards which have calendars on them or just a beautiful image, are retained, or passed round. It's the ability to use nice materials that seem to make the difference.
So 5 reasons to use postcards - there are loads more but the above are why they have worked for me and my clients.

Image courtesy of chayathonwong2000 at FreeDigitalPhotos.net


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