Business postcards are cost-effective direct mail advertising tools used to attract new customers or inform existing ones about special offers. They are preferred over letters or flyers as they don’t require the recipient to open or unfold anything and often receive at least a cursory read. Small businesses can generate postcards on a personal computer or use professional printers for bulk printing and mailing.
Business postcards are plain postcards mailed through a national postal system. Cards are generated by a business with the aim of attracting the attention of new customers or advising existing customers about special purchasing opportunities. As one of the most cost-effective strategies in direct mail advertising, the business postcard is still widely used today by many sales and marketing professionals.
Business postcards usually have the same dimensions as any other postcard. However, there are versions that are too large that the postal system will allow and still consider the mail as a postcard. Often, one side features an image of some sort designed to attract the attention of potential customers. It could be a tempting scene, a cartoon or even a colorful slogan. The opposite side of the card will feature the recipient’s address and a quick sales pitch, including a phone number or email address that can be used for more information.
Using direct mail has been an effective way to increase sales. Generally, business postcards are preferred as the best format to use over letters or even flyers. There are a few reasons business postcards can be more effective.
One advantage business postcards have over other types of direct mail is that they don’t require the recipient to open or unfold anything. With a letter, it is necessary for the recipient to open the envelope and extract the letter. Even with a flyer, this type of mail is usually folded in half or in thirds, requiring the recipient to break the seal and unfold the single sheet. On the other hand, the postcard can simply be taken out and quickly read.
The second common advantage of business postcards is that they often receive at least a cursory read when other forms of direct mail receive little attention. It seems almost universal that when a postcard is received in the mail, people automatically check both sides of the document. So a potential customer who wouldn’t take the time to open brochures or letters would take the few seconds it takes to look at both sides of a postcard. Often those few seconds are all it takes to grab the recipient’s attention and possibly generate enough interest to lead to a sale.
Even small businesses on a tight budget often make use of business 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 specific campaign, but save the template for later use with minor changes for the next campaign.
Alternatively, most professional printers offer discounts on bulk card printing and often also offer the service of addressing and publishing the cards for the customer. A local printer can be used for these functions, as well as one of several online printing companies that allow the customer to design and approve the card template, upload a mailing list, and pay all charges in one step.
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