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You might be surprised to learn that direct mail postcards have a high success rate. Unlike other mail, there are no letters to open, so the customers you're targeting will at least take a glance at your advertisement while walking back from the mailbox or looking through their mail in the kitchen. That's all you need to get your message out. When properly designed and targeted, direct mail postcards have a high return on investment as an advertisement medium.
There are several sizes of direct mail postcards. The most common are 4" X 6", 5.5" X 8.5", and 6" X 11". Larger postcards draw the most attention, but they're also more expensive. You can opt for black-and-white or full color; and one-sided or two-sided postcards.
Direct Mail Postcard Average Costs
The cost of a direct mail postcard is dependent on several factors: the size of the postcard, the number of colors you use and the complexity of design. There are fees for the cost of design and printing, and separate fees for postage. Typically, postage makes up the bulk of the total price.
Direct mail postcard companies charge on a per-piece basis. Most postcards fall in the range of 50 cents to $1 each, including postage. Many companies offer volume discounts for large orders. For example, a 4" X 6" postcard might cost $.70 if you order 1,000 but only $.50 if your order 5,000.
You might be able to negotiate an introductory rate as low as 25 cents per post card. Direct mail companies offer discounted rates for first-time customers to entice businesses to try their service. But if you plan to continue with the service, be sure to budget for the actual costs, which will be at least double.
On the other end of the spectrum, if you opt for special features such as perforated coupons, scratch-off games or folding postcards, budget for $1.50 or more for each postcard you send. Despite the added cost, however, these features can produce a higher return on investment. Anything that encourages the customer to spend more time looking at your advertisement translates to higher sales.
Creating the Ideal Direct Mail Postcard
The goal with a direct mail postcard is to catch the attention of potential customers and hold it for as long as possible. If you don't have an eye-catching design or an enticing offer, expect your advertisement to quickly find its way to the trash can. The most successful direct mail postcards:
- Use a sharp yet simple design and color scheme. Post cards that are too "busy" will overwhelm potential customers;
- Use large headlines to get the most important points across quickly;
- Include some sort of call to action - an incentive for customers to think twice about shopping at your store or taking advantage of your services.
It's crucial to make sure your postcards are reaching your desired audience. Identify who your ideal customer is - families with young children, for example, or senior citizens. Design the postcard around what's important to those people. You should also select a direct mail marketing company that targets their mailing lists to reach only the audience you'd like to attract.