Because postcards sent
through the mail can bring many benefits, it’s smart to get postal addresses as
well as email addresses for visitors to your site.
Why postal mail?
It often gets through when email
can’t. This is especially true with today’s stuffed inboxes, spam filters, and
frequently changed email addresses. Postal addresses are likely to change less
frequently, and postal mail is more likely to be forwarded. .
When email addresses are your only
contact information for prospects or clients, you lose any chance of
recontacting them if your email doesn’t get through, if you weren’t notified of
a change in an address, or if you overlooked a change-of-address notice in your
own stuffed inbox.
Finally, messages sent through the
mail can have a more lasting impact than emails, which are often deleted after
a quick reading.
This is especially true if the
messages you mail contain valuable information that people will refer to often.
I suggest putting how-to tips on either 4 × 6 or 6 × 9 postcards.
Restrict 4 × 6 postcards to one or—at most—two ideas, but you
can place up to 10 tips on the front of a 6 × 9 postcard.
Tip-Sheet Postcards Keep
Recipients like tip sheets because
they communicate helpful information. As a marketer, you’ll like them because
they leverage existing knowledge and can be prepared quickly on a computer.
Then, using highly automated processes, firms like AmazingMail (<span
can print, address, and mail first class the next business day, so that your
tips arrive anywhere in the country in just a few days, printed in bright
colors on stiff, shiny, laminated card stock, looking and feeling like a
Here are some additional benefits
of tip-sheet postcards:
life. Prepare once, mail forever.
One set of tips can be valuable for years. Clients and prospects will keep your
tip-sheet postcard around as long as it continues to help them achieve a
response. Add contacts to your
online address book and then send them cards right away.
fusion marketing opportunities.
Offset the cost of your mailings by selling space on the back of your postcards
for ads, sponsorship mentions, or coupon offers by noncompeting firms that
serve your market
Of course, there are disadvantages
too. Web-site visitors are likely to hesitate before submitting postal
addresses, so you have to work hard to develop an incentive that will overcome
their initial reluctance. You may want to set up a two-step registration
process that captures email addresses first.
In any event, start by identifying
overlap between your knowledge of your business and the information your
customers and prospects need. What do you know that they need to know and will
find useful more than once? As the illustrations below show, a simple list is a
fine format for the front of a tip-sheet postcard that will attract new
business and drive Web-site traffic, and there’s plenty of room for promotional
copy on the back.
Roger C. Parker is the
author of Looking Good in
Print and many other books, including <span
style=’font-size:11.0pt’>Design to Sell, which is just out. The
new book’s site—www.designtosellonline.com—provides a way to “Test
Your Design Marketing IQ.”