Business postcards are cost-effective and effective in direct mail. They are often preferred over letters or flyers as they don’t require the recipient to open anything and receive at least a cursory read. Small businesses can generate postcards on a personal computer or use professional printers.
Commercial postcards are simple postcards that are sent via a national postal system. Cards are generated by a company for the purpose of attracting the attention of new customers or recommending special purchasing opportunities to existing customers. As one of the most cost-effective strategies in direct mail, the business postcard is still widely used by many sales and marketing professionals today.
Business postcards are often the same size as any other postcard. However, there are oversized versions as large as the postal system will allow and they still consider mailing as a postcard. Often one side features an image of some sort designed to grab the attention of potential customers. This could be a tantalizing scene, a funny cartoon, or even a colorful slogan. The reverse side of the card will contain the recipient’s address and a quick sales pitch, including a phone number or email address that can be used to obtain further information.
The use of direct mail articles has long been an effective way to increase sales. Business postcards are often preferred as the best format to use, rather than letters or flyers. There are a couple of reasons why commercial postcards can be more effective.
One advantage that business postcards have over other types of direct mail items is that they don’t require the recipient to open or open anything. With a letter, it requires the recipient to open the envelope and take out the letter. Even with a flyer, that type of mailer is normally folded in half or thirds, requiring the recipient to break the seal and open the cut sheet. Conversely, the postcard can simply be picked up and read quickly.
The second common benefit of business postcards is that they will often receive at least a cursory read when other forms of direct mail articles will receive no attention at all. It seems almost universal that when receiving a postcard in the mail, people automatically check both sides of the document. Thus, a potential customer who wouldn’t take the time to open brochures or letters will take the few seconds it takes to glance at both sides of a postcard. Often, those few seconds are all that is needed to grab the recipient’s attention and possibly generate enough interest to lead to a sale.
Even small businesses on a budget can often use commercial postcards. Today, there are software programs that allow you to generate postcards on a personal computer. This can be an advantage, as it allows small businesses to print only the number of cards needed for a given campaign but save the template for later use with minor modifications for the next campaign.
Alternatively, most professional printers offer discounts on bulk printing of postcards and often also offer address and card mailing service for the customer. You can use a local printer for these functions, as well as one of several online printing companies that allow the client to design and approve the template for the card, upload a mailing list, and pay all expenses in one step.
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