How to Begin a Successful Postcard Marketing Campaign

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By Wasatch
User-Submitted Article

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Direct Mail Marketing

A direct mail postcard marketing campaign is a good way to target a marketing campaign and test market on a budget. Postcards are cheaper to mail and if done right can generate new and repeat business. In my real estate career I have had a small targeted mailing that cost about $100.00 total result in several listings and buyers netting over $10,000 in a short time. It is not a hit every time, but well worth putting effort into.

Difficulty: Moderately Easy

Instructions

Things You'll Need:

Budget
Target market
Promotion or offer.

Step 1

IDENTIFY A MARKET: The first step in a post card direct mail marketing campaign is to identify your market. The nice thing about post cards is you can use a mailing list, a past client data base, or a geographic area. You can mail just a few dozen cards to existing clients or blanket a city with 50,000 cards. You can mail to a list of just high income homes or only people in a certain profession. Identify your target market for the campaign and start thinking about who they are and what might motivate them to do business with you.
Step 2

CREATE AN OFFER: The best targeted postcard mailings I have done have a great offer for people that may be familiar with me and know me and my business already. Is your offer come to our grand opening? Possibly you have a new line of merchandise that is unique. Maybe it is a seasonal sale. The more unique it is the more it will be noticed and remembered.
Step 3

CREATE A HEADLINE: Make it as powerful as you can. The headline may be your only shot at grabbing someones attention. Headlines should relate to your offer and have an impact.
Step 4

CALL TO ACTION: One of the most important aspects of the postcard should be a Call To Action. This can simply be the words CALL NOW. Maybe something like ... Bring this card in for a free gift! first 50 calls get a free upgrade. A call to action creates urgency and hopefully moves the person to take you up on the offer.
Step 5

PUT IN A DEADLINE: It can be a good until April ninth or This Weekend Only. Even while supplies last can be a deadline. If using a firm date be aware of post office mailing time and printing deadlines. How often do you get an offer after an event is over. That is just wasted printing and postage.
Step 6

TEST MARKET: The great thing about postcards is you can now print small runs and change a few words or a headline and do a few tests before you spend all your budget on a bad postcard campaign. Sometimes just a different color headline or different type font change your results measurably. Track your results. Keeping score is vital in test marketing.
Step 7

ROLL OUT THE CAMPAIGN: When you have a cost effective test that returns the needed results then roll out the campaign full scale. Be ready to handle the response. If you test marketed well you will be able to predict a response rate.