We're living in the 21st century now, practically the future, right? We deal in gigabit networks and cloud technology. Who in their right mind is going to rely on an outdated technology like old fashioned snail mail?
Plenty of businesses, it turns out.
Back in March, Marketing Sherpa released the results of a survey conducted among 1,000 B2B marketing businesses. The results? Almost 80% of the survey respondants rated direct mail as either "very effective" or "somewhat effective" for their business needs.
Direct mail can take many forms: sales letters, flyers and brochures, among other pieces of collateral. But one of the easiest pieces of direct mail to produce is the familiar postcard.
Standard postcard size is 4.25 inches by 6 inches (that's 10.8 cm by 15.2 cm for those of you out there in Metric-land). Postcards are printed on stiffer paper stock than most other materials, usually heavyweight stock, so they can stand up to the rigors of the postal system without bending or becoming mutilated.
Many vendors also offer larger size postcards in both 5 by 8 inches all the way up to 6 by 11 inches and just about every measurement in between. (That's a lot of converting on that one - here's a handy conversion calculator if you're dying to know those sizes in cm)
Most postcard printers will offer a glossy stock, at least on the front, to help your card stand out from the rest of the mail.
Postcards are a visual medium, so you want to feature an eye catching image on the front of the postcard. But this shouldn't be just any image - it should be an image that's relevant to your business. Create a headline in bold letters to tie together to the image and deliver your message with impact. And of course, as with all your other marketing materials, your postcards should create a clear call to action to your potential customer or client.
Most of these websites include the printing and postage in the pricing, so you don't have to worry about sitting there and licking 100 stamps.
Zazzle - Zazzle has a handy online drag and drop postcard design form. Their postcards start at about $.80 per card, but they also offer bulk discounts as well. There's no setup fees and no minimum orders. You can use your own design or pick images from their stock photo files from the Library of Congress.
Another cool marketing tool that Zazzle offers is the ability to create your own postage stamps. Try putting your MSP's logo on the stamp of your latest direct mail postcard for an eye catcher.
Click2Mail - Click to Mail doesn't offer the handy online design tool like Zazzle, opting instead for Word and PDF templates, but they do have a pretty handy online shopping cart that you can use to try out different combinations for the most effective use of your business money.
Let's say you had a highly targeted direct mail list of 100 potential customers. With Click2Mail, you can place an order for 100, full color, glossy postcards for a little over $60.
Premium Postcards - Another vendor offering an online design tool. The site seems a little more expensive than Click2Mail, but they have a sliding scale on bulk pricing. So, for example, an order of 100 glossy full color cards will cost you $92 with postage, but then, for the same price, you could get all the way up to 250 postcards.
You're going to probably be spending a good chunk of change on these postcards for your business, so make sure you're not throwing your money away by creating a highly targeted email list. We discussed some ways you could go about this in our free webinar series on converting prospects to customers. Head on over and have a listen to the video or audio to get some great tips from IT Consultant Robert Peretson and make your postcards do all the work for you.
Many people have claimed to be the inventor of the adhesive postage stamp, including James Chalmers, from Dundee, Scotland.