15 Postcard Marketing Mistakes

Postcard marketing is the least expensive form of direct mail marketing. Make a postcard marketing campaign successful by avoiding these 15 common mistakes often seen in direct mail campaigns.

Marketing with postcards has long been an affordable way for many types of businesses to reach their customers. For starters, postcards are cheap to send; as of this writing, it costs $0.61 to send a postcard with USPS (compared to the $0.78 for a standard envelope). Plus, when a postcard is well designed, it’s an effective marketing material. These little cards can be incredibly eye-catching. They’re concise. And often, they’re cost-effective.

For example, many pet owners receive appointment reminders when their dog, cat, or parrot (or any other pet) is due for their annual checkup. These postcards can look fun and grab the owner’s attention. Plus, they’re branded with the vet’s company info, and they’re generally pretty effective, getting the pet parent to book the appointment.

But postcard marketing can go wrong; if a business owner makes a mistake with these direct mail pieces, they might not see a return on their investment. This guide covers everything business owners need to know about postcard marketing, including the top mistakes to avoid.

Why a Postcard Marketing Campaign Works

Many businesses already know that postcard marketing can be irresistible and a great way to get someone’s attention. Direct mail postcards are a versatile and cost-effective way to reach a target audience without the need for envelopes. Postcards are also a great way to:

Generate sales leads.
Promote special offers or coupons.
Introduce a new product or service.
Keep in touch with existing customers.
Drive traffic to a website.
Test several messages and offers.

Postcards get read, and the reason is simple: Mail in envelopes has to be opened first to be read. People often look at just an envelope, decide that the contents are junk mail, and drop it in the trash or recycling bin. In contrast, a postcard is already “opened” and ready to read. At the very least, the message will be seen — no matter how speedily — by the recipient.

Postcards are the least expensive form of direct mail today, are easy to create, and typically generate a high rate of response.

When all these factors work together, it’s no wonder that businesses today use postcards as a tremendously powerful marketing tool.

Postcard Marketing Mistakes to Avoid

It is, however, important to avoid some common mistakes businesspeople make in postcard marketing campaigns. Doing so can mean the difference between success and failure.

1. Not Setting a Goal for Postcard Mailing

A postcard mailer needs to have a specific goal. The goal might be to get existing customers to come back, attract potential customers to come to the main location, or develop sales leads. A business owner needs to pick a goal for a mailing so they can tailor their message and call to action to include on the card. This goal can also help them choose the right mailing list for the campaign.

2. Not Targeting the Best Prospects for the Postcard Campaign

Suppose Omaha Steaks started a postcard campaign targeting the subscriber list of the Vegetarian Times. What would the campaign’s effectiveness be? Probably zip to nil, unless there’s a closet carnivore among the ranks.

Mailing to the wrong list is an expensive postcard mailing mistake. Sending mail to people who aren’t likely to want or use a product or service wastes the cost of the printed card and stamp. In most cases, a business owner’s existing mailing list (i.e., a list of customers and prospects who have identified themselves to the company) is the best list.

If a business doesn’t already have an in-house list, it can develop its own or get a rented one, but it’s prudent to go to a list broker and be clear about the campaign’s target market. For a fee, businesses can rent subscriber lists of specialized publications and newsletters read by prospects in a targeted market.

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3. Omitting a Call to Action

When people are busy or preoccupied, they may see something on a postcard that piques their interest, but if they don’t see clear instructions on what to do next, they’ll put the postcard aside to read “later” or just put it directly into the recycle bin.

Business owners can solve that problem by having a clear call to action telling the recipient what to do and how to do it. “Call today,” “Order by [date] and save 20%,” and “Present this card for a free gift” are examples of calls to action that tell direct mail prospects what to do. Clear calls to action lead to better response rates.

4. Sending Just One Mailing

Another big postcard marketing mistake is sending just a single mailing instead of planning for multiple mailings to the same list. Consistent postcards sent after the first mailing are exceedingly more effective than a one-time, shot-in-the-dark mailing. When someone sees a company name over and over again, it builds credibility and familiarity. Although it may take several contacts with a customer before it leads to a sale, the eventual increase in revenue usually far outweighs the small cost of postcard printing.

5. Sending a Postcard That Isn’t Personal

Business owners need to strike a balance between designing a postcard that’s professional and personal. The ideal postcard evokes a pleasant emotional reaction in its readers; that’s why postcards with a brief personal message tend to generate significantly more replies than those that read like a cold, formal ad.

6. Making Missteps at the Post Office

Avoid using indicia (imprinted postage) when possible, i.e., for small mailings. People instinctively associate that postage look with junk mail. A first-class stamp costs a little more per card but looks friendlier and produces more replies. In addition, the business gets all the benefits of first-class mail, including a “return to sender” if the address is no longer valid. This is a great way to maintain and update mailing lists.

Consider the various formats and dimensions available when mailing postcards to ensure they stand out and are effective.

Pay attention also to postcard arrival dates. Monday, Friday, and holiday arrivals have been proven to be less effective; Tuesday and Wednesday arrivals get the best results because the volume of other mail is generally lighter on those days. If in doubt, it’s prudent to check with the postal service to gauge when a postcard will arrive, especially when sending postcards out of state.

7. Spending Too Much on Postcard Printing

Today, a business does not need to spend a fortune on postcard printing. It’s possible to print an attractive postcard on an in-house laser or inkjet printer for just pennies a card, plus the cost of ink. For larger mailings, professional printers charge considerably less per card as the number of postcards increases, and it may actually cost less than DIY.

Many office supply stores have ready-made perforated postcard sheets, including those with top-of-the-line coated postcard paper.

8. Using Postcards as a Sales Pitch

It isn’t a good idea to close sales directly from a postcard. There’s not enough space to provide all the information needed to do so. Use the postcard instead to grab the reader’s attention and then lead them to the next step that can close a sale, such as visiting the sales webpage, coming to a grand opening, or using a coupon.

9. Not Giving Enough Attention to the Headline, Image, or Message

A short, attention-getting, and compelling headline will bring about 20 times the response to a postcard than one with a bad headline or none at all. Combine the headline with the image side, and this will guide the reader to the message side. The image should be attractive, brightly colored, and easy to understand. It’s also essential to make sure the message clearly expresses what the postcard is supposed to be promoting; otherwise, the efforts may be fruitless.

RELATED: Headlines That Really Sell

10. Not Keeping the Message Simple

Think brevity. Most people glance at a typical postcard for just a few seconds, so the message shouldn’t be clogged with clever dissertations, jargon, or a laundry list of everything the business offers. It’s better to use short, complete sentences with well-chosen plain language and bullet points that will get the attention of the reader.

It’s also wise to promote just one key thing per card. That way, the card can convey just what is important and what the reader should do next. Mail postcards are particularly effective because they deliver concise messages that are easy for recipients to understand quickly.

11. Failure to Provide Contact Information

It sounds like common sense to provide a telephone, cell, and fax number, as well as an email and return address, but too many times, contact information is forgotten on business postcards. Be sure to include the company name as well.

Using Every Door Direct Mail can help business owners ensure that their contact information reaches every residential address in their targeted local area.

12. Failure to Proofread

A spelling, punctuation, or typographical error reflects poorly on the sender, especially if the sender is a business. Even the best writers proofread their work, sometimes over and over again, before sending it to print. Proofreading is essential.

Some people find that reading the message out loud is a good way to proofread because it forces them to slow down and focus on the written text. It’s also beneficial to have someone else review it; a second set of eyes often catches things that the author overlooked.

13. Crafting a Postcard That Isn’t Visually Appealing

One of the most common mistakes in postcard marketing is creating a postcard that isn’t visually appealing. A lackluster design can lead to low engagement and poor conversion rates. A good postcard needs to stand out in the recipient’s mailbox and grab their attention immediately.

To avoid this mistake, follow these tips:

Use High-Quality Images: Ensure that the images on the card are high-resolution and relevant to the message. Blurry or irrelevant images can detract from a postcard’s appeal.
Choose Readable Fonts: Select fonts that are easy to read and consistent throughout the postcard. Avoid using too many different fonts, as this can make a postcard look cluttered.
Craft a Clear Headline: The headline should be concise and attention-grabbing. It should immediately convey the main message of the postcard.
Prominent Call to Action: Make sure the card’s call to action (CTA) is easy to find and understand. Use contrasting colors or bold fonts to make it stand out.
Consistent Color Scheme: Use a color scheme that aligns with the company brand and appeals to the target audience. Consistency in colors helps in brand recognition.

By following these guidelines, a business can create a visually appealing postcard that effectively communicates the desired message and encourages recipients to take action.

14: Choosing the Wrong Postcard Mailing Services

Selecting the wrong postcard mailing services can be a costly mistake. It can result in delayed deliveries, lost postcards, and poor customer service, all of which can negatively impact a postcard marketing campaign.

Here are some tips to help choose the right postcard mailing services:

Research and Compare: Look into different postcard mailing services and compare their prices, services, and customer reviews. This will help business owners find a service that fits their budget and meets their needs.
Tracking and Delivery Confirmation: Opt for a service that offers tracking and delivery confirmation. This helps ensure that the company can monitor the delivery status of the postcards and confirm that they reach their intended recipients.
Variety of Mailing Options: Choose a service that provides various mailing options, such as first-class mail and bulk mail. This flexibility allows the business to select the best option based on its campaign’s requirements.
Reputation and Customer Service: Select a service with a good reputation and excellent customer service. Reliable customer support can help resolve any issues that may arise during the mailing process.

By carefully selecting a postcard mailing service, a business owner can help ensure that their postcards are delivered on time and in good condition, helping them achieve their marketing goals.

15: Not Measuring the Effectiveness of the Direct Mail Campaign

Failing to measure the effectiveness of a direct mail campaign is a critical mistake. Without proper measurement, the postcard sender won’t know what works and what doesn’t, making it difficult to improve their future campaigns.

Here are some strategies to measure the effectiveness of a direct mail campaign:

Unique Phone Numbers or URLs: Use unique phone numbers or website URLs on postcards to track responses. This allows a business to see how many people are engaging with the campaign.
Promo Codes or Coupons: Include promo codes or coupons on the postcards to track sales and redemptions. This helps measure the direct impact of a campaign on sales.
Surveys or Feedback Forms: Use surveys or feedback forms to gather information from postcard recipients. This can provide valuable insights into their preferences and behaviors.
Analytics Software: Utilize analytics software to track website traffic and online engagement. This helps a business owner understand how their direct mail campaign is driving online activity.
CRM Systems: Use a Customer Relationship Management (CRM) system to track leads and conversions. This allows an owner to see how their campaign is contributing to their overall sales pipeline.

By implementing these measurement strategies, a business owner can gain valuable insights into the performance of a direct mail campaign and make data-driven decisions to enhance future campaigns.

It’s not unusual for a small or fledgling business to use postcards as a major marketing device. It’s also not uncommon for a well-thought-out postcard marketing campaign to lead to a significant increase in sales and revenues. By avoiding these common postcard marketing mistakes, small businesses can take advantage of this powerful marketing tool.

Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. For specific questions about any of these topics, seek the counsel of a licensed professional.