Using postcards is an effective way to get targeted traffic to your site
and it is especially effective in converting your snail mail database to
and email database.
Use see 'em in your mail box all the time. Small postcards and oversize
ones too. The reason is that they are relatively inexpensive to print
and mail as compared to regular direct mail pieces that require much,
more printing, stuffing, and postage.
Post cards generally get more attention than full blown direct mail
pieces. This doesn't mean that they get lots of attention. It just means
that a recipient can generally assess what the post card is about
quickly. Many direct mail pieces never even get opened, so by definition
any attention is more attention.
If your database is small, you can enormously increase the attention
your mailing gets by handwriting the note and / or address on the
reverse side of the post card. Yes, I know this is a giant pain in the
fingers, but your overall response will be MUCH greater. Hey what are
you doing the mailing for in the first place? To get response, right?
When someone gets a postcard with the mailing address printed on it and
the postage machine-printed it negates the personal feel of the post
card. Some companies are using fonts that look like handwriting to
overcome this drawback.
Direct mail marketers study response rates like crazy, so if they tell
you something, you can pretty much believe it. One thing they say is
that putting regular stamps on a mailing will get you a better response,
so do it.
Web Cards
One use of post cards that will save you lots of design expense is to
put a picture of your website on the main graphic side of the post card.
There are companies that will do this for you automatically. Here's a
link to a company that will do it for you. (I've given you a link to the
page where they give you extra ideas on how to use your web cards)
http://www.web-cards.com/top10.asp
The Message Side
You can use the message side of the postcard to give the recipient an
incentive to visit your site/sign up for your ezine. You could say
something like,
"15% off your first order, just for trying out our
new ezine"
or
"Free consultation if you register at our site."
The whole idea, besides getting traffic and maybe a direct sale is to
get the person to leave their email address. I think this is infinitely
more important than getting them to buy something on the visit
stimulated by the post card because once you get that email address, you
can reach the person over and over again for free. No printing. No
mailing, No postage. No design work.
Here's a link to a great course by Alex Mandossian that will teach you
everything you need to know and give you lots more ideas.
http://www.marketingwithpostcards.com
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