Postcard Marketing FAQ - What You Need to Know

If you've never used postcard marketing before, you probably have a lot of questions. Many businesses, small and large, never consider promotional postcards when planning their marketing campaigns for the year -- often simply because they don't realize it's an option. When launching your first campaign, if you're confused or curious about any aspect, it's important to get answers right away to ensure the campaign's success from start to finish. Here are some common questions, along with some answers to help you get started. How much does postcard marketing cost? Postcard marketing is a very cost-effective form of marketing because it's targeted and, generally, you'll be ordering your promotional postcards in bulk, which results in very inexpensive costs for the postcards themselves. The exact cost of your postcard marketing will be based primarily on these factors: how many postcards you need, printing and mailing costs, the size and quality of the postcards, and the creative work that goes into the cards, such as writing and design. Can I write and design my own postcards? Absolutely. Most postcard marketing companies will let you submit your own artwork or copy. But if you're not experienced in these areas, it's best to leave it to the professionals. Direct-mail postcard agencies have tons of experience executing these campaigns, so they know what works and what doesn't. Where do I get lists of people to mail to? Your postcard marketing company should be able to help you obtain targeted lists of potential customers, local to your business or anywhere in the world. Your lists can be compiled based on a number of criteria, such as location, buying patterns, and many other demographics. How long does it take to get my promotional postcards in the mail? In general, you should allow 2-4 weeks for the design and printing of your cards. But this timeline can fluctuate, depending on if you're submitting your own creative work, lists, and so on. How do I track the results of my campaign? You may want to set up a specific sales person to handle calls related to your promotion. If you're directing people to your website, you can also create a landing page with its own address, such as " www.yourcompany.com/promo " -- Use this to capture leads by including a form that asks for name, phone, etc. Keep track of every person that responds to your postcards. How many people should I mail to? This is completely up to you, but keep in mind that the average response rates to direct mail are roughly 1-3%, according to a study by the Direct Marketing Association. So the more you mail, the better. You'll likely want to mail to at least 1,000 recipients to start, but you can easily increase this into the tens of thousands.

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