Postcard Marketing | How-to Guides for running your business from Business.com

Want a low-cost, easy-to-implement sales tool without getting mired in all of the latest high-tech marketing methods? Think postcards. Plain and simple. These princely little pieces pack a powerful promotional punch for many small businesses. Even big tech companies love postcards. When it wanted to reach a broad audience of small business owners, for example, Yahoo! turned to a postcard campaign. So can you. You can create, print and mail postcards without a big investment. Getting your postcards printed and mailed is also a snap. The field is highly competitive and you can get your cards, along with a mailing list, in a few days. The most effective cards share these traits.

They're eye-catching. Adding a high-quality photo or other image helps.
They're simple. It’s a postcard, not a novel. Pretend every word is costing you $500. Jumbled info won’t do it. Simple, bold headlines work.
They're timely. Messages like “Your service contract expires December 31” work great.
They're two-sided. Use one side like a poster; the other for a few details.
They're multifaceted. Use it as a gift certificate, coupon or even a ticket.

Business.com's "What Works for Business" blog is a great way to keep up with the latest marketing solutions, trends and strategies for small and medium business.

Action Steps
The best contacts and resources to help you get it done

Get turnkey postcard promotions online

Web based services let you design, order, print and mail your postcards with a few simple online instructions. These turnkey solutions let you do quickly online what it once took weeks to accomplish with traditional methods.

I recommend: Zairmail Express Direct, from Zairmail, offers targeted mailing lists along with industry-specific postcard templates for real estate, insurance, finance and other types of small businesses. Direct your entire campaign from your PC.

Go high-quality 4-color for high impact

Combine quality 4-color printing with complete in-house mailing services, a range of card sizes, easy ordering, a rewards program and helpful resources, and you have one heck of a postcard marketing solution.

I recommend: Modern Postcard offers all that, and more. Plus they are specialists in helping small businesses design and mail their postcard promotions. Two others that will help you get it done are Postcard Builder and Postcard Services.

Free postcard templates, mailing tools and advice

The U.S. Postal Service (USPS) has created a virtual shopping mall of great advice, tools and information to help small business owners use direct mail marketing - including postcards.

I recommend: You'll find free templates at the USPS site, along with helpful advice on how to make a postcard mailing program work for your business. Calculate your costs and return on investment (ROI) with a handy ROI calculator from USPS.

Get low-cost postcards from multi-purpose online printers

The same Web-based printer that supplied your business cards, stationery or brochures might also be a postcard specialist.

I recommend: Online print shops that handle postcards include iPrint, VistaPrint, Custom Postcards and Post Card Builder.

Tips & Tactics
Helpful advice for making the most of this Guide

Postcards often get a higher "read rate" than mailings in an envelope. That's because it's easier to read a postcard at a glance than to open an envelope
Postcards are less intrusive than email, and these days have less competition. Young consumers, especially, are over-emailed and respond well to postcards.
Postcards can take on any size, color, gloss or graphic. From small to jumbo, and folded or flat, postcards offer many options.
Postcards are for short messages and lead generation. Don't try to explain everything or close the sale in such a small space.

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