Indeed, postcard printing is the affordable form of direct mail nowadays. It is easy to create and is proven to generate a higher rate of response from a target market. But like any other marketing tools, there are things you need to understand to make sure it will work miracles on your end. Because if you, you will surely be surprised with the return it will give to your business.
So if you want to put your money into good use and ensure that your marketing efforts won’t go astray, be sure to avoid these common mistakes. Doing so will help your business define the difference between failure and success. Are you ready? Read on!
You Are Not Targeting the Best Prospects
How much of a response do you think a software company would get if they are to send marketing postcards to a subscribers list of not-so tech savvy individuals? Well, you sure do know the answer. Remember that by having the best-possible mailing list of prospects is one of the most – if not the most – important factors that contribute to a successful postcard marketing campaign, as what a postcard printing in Singapore company would put it.
In-house lists are considered the best, especially if those listed have a proven history of acting on offers that interest them. If you don’t have an in-house list, you can always develop your own or get a rented one, but be sure to go to a list broker. For a fee, you can rent subscriber lists of specialized publications and newsletters read by prospects in your targeted market.
You Simply Lack of Repetition
Obviously, what you need is a postcard marketing campaign, not just a single mailing. Why? That is because you need to have a consistent repetitive mailings, something is exceedingly more effective than a one-time shot-in-the-dark mailing. When someone sees your company name over and over again, it builds credibility and familiarity. Although it may take a number of contacts with a customer before it leads to a sale, the eventual increase in revenue usually far offsets the small cost of postcard printing. So, yeah, patience plays a huge role on this one here.
Your Postcard is not Personable Enough
Although it is given that postcards should always look professional, somehow, it should contain affable messages that produce a pleasant emotional reaction from readers. And one way to achieve this is by making your postcard personable enough to communicate with its readers. Those that contain a brief personal message generate significantly more replies than those that read like a cool and formal ad. Remember: When your recipients read your postcard, it will be much easier with them to communicate with you if a message that promotes personal ambience is present.
Avoid using indicia (imprinted postage) when possible; i.e., for small mailings. People associate it with junk mail. A first class stamp costs a little more per card but looks friendlier and produces more replies. In addition, you get all the benefits of first class mail including a “return to sender” if the address is no longer valid. This is a great way to maintain and update mailing lists.
Also, pay attention to postcard dates of arrival. Holiday-time arrivals in particular have been proven to be less effective; hence look for the best arrival dates, as they reap the best results as the volume of mail is generally lighter on those days. Check with your postal service if you are unsure how to gauge postcard arrivals, especially if you are mailing out-of-state.
You Spend Too Much on Printing
It is not necessary today for a business to spend a bundle on postcard printing. You can print an attractive postcard on your laser or ink-jet printer for just pennies a card plus the cost of ink. For larger mailings, professional printers charge considerably less per card as the number of postcards increase, and it may actually cost less than doing it yourself.
The U.S. Postal Service, for instance, requires 23-cent first-class postcards to be at least 3-1/2 inches high by 5 inches wide, but not over 4-1/4 inches high by 6 inches wide. Office supply stores have ready-made perforated postcard sheets, including those with top-of-the-line coated postcard paper.
Remember to avoid these common mistakes before you start your postcards marketing campaign. If you are unsure or want to get professional help, we here at ExpressColour can help you out. We ensure that your postcards will meet your business needs and expectations. So, contact us now!