When you undertake a postcard mailing project, the projected returns should be enough to recover your mailing expenses, plus some. It is obvious that if you were not going to profit from the mailing, you wouldn’t send it out.
A little less obvious is that it costs almost the same amount of money to send out a very attractive mailing piece with brilliant copy which is more likely to produce a great response rate as it does to send out a boring, poorly designed piece guaranteed only to land rapidly in the trash. Why?
The major part of your expenditure is in the mailing list and the postage. You printing cost will not be based on the beauty or mediocrity of the postcards. So a good design and excellent copy is going to cost a little bit more, but only a little. You send out a postcard mailing to get a response (preferably lots of responses).
The front’s details and tags are supposed to rouse the curiosity of the readers so that they will want to know what is inside. In other words, the intent is to arouse his interest. The copy on the front and back of the card is designed to get the reader to respond, either by calling you or e-mailing you or visiting you or going to your web site. An answer. If your card accomplishes that, it’s done its duty.
What’s the secret to doing that? Superior concept. A great presentation. On the condition that you have reached prospective buyers of your products or services. Offering sun protection products to Eskimos for example would be an exercise in futility. They are the wrong audience.
If your promotion is a long range project, then you would be better off to hire experts instead wasting your time in learning the ropes. A little time spent improving the design and copy of your postcards will result in much higher ROI for your postcard mailing.
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