The postcard has many uses in marketing.  Over the last few days I have been thinking a lot about their pros and cons.  Here are some of my thoughts about the simple postcard as a direct mail powerhouse.

A postcard by USPS standards is no larger then 4×6.  So when should you use this potentially very effective mailing device?

Pros:

• Postage is lower then any other class of mail
• Fast and easy to print and mail out
• Inexpensive to produce in small or large quantities
• Great for timely promotions or specials
• Can be used as a reminder to an earlier direct mail effort
• You can use graphics and text to communicate
• They can be used as an Activation/Coupon/Response Device. “Bring this postcard to our booth for a free gift.” “Present this postcard upon purchase to receive your “Best Customer” Discount.” Etc.

Cons:

• May get lost in your consumers mail pile
• Limited space to tell your story
• Size limits room for creativity (although you can be creative)
• Too small to send to a potential prospect
• May not perform as well as a larger mail piece
• Some marketers rely too often on postcards when other formats would be better suited.

I think the pros win but remember to make sure your marketing goals match the medium.

So, if you have a limited budget, pressed for time or want to get a simple or promotional message across the postcard can be a great asset.  If your product is complex and you have a few marketing dollars to play with go with a different format.  There are always exceptions to every rule so make sure to test and read results.

Do postcards work for your business?

Let us know by posting a comment.