Business Insight: Market On The Back Of Postcards

February 18, 2013

Postcard marketing remains one of the most powerful tools available to businesses today.  Postcards boast an average response rate of 3.99 percent, according to the Direct Marketing Association, which means they outperform the average direct mail response rate of 3.24 percent.  Postcards also offer other distinct advantages for marketers: They’re cheap to print, require less postage investment than other forms of direct mail, and every recipient sees your message because there is no envelope to obscure it. 120910-stone-postcard-fall-blowout_r1p3-bk

Stone postcard

In addition, several strategies exist for increasing your response rate.  A well-targeted mailing list and a great offer, combined with powerful copy, dazzling design, and a compelling call to action, will increase your return on investment.  But one formidable strategy for improving your postcard response rate is often overlooked by marketers:  marketing on the back of postcards. flashscan-Deming-Postcard-Back

FlashSCAN8 postcard

If you look at a postcard, on the back (or, some might say, the front), you’ll notice that the right half is devoted to addressing and postage.  But the left half is wide open, and that can be valuable real estate for marketing.  If you print a large postcard, you can also take advantage of space across the entire top.  The reason is that mail carriers typically deliver mail address-side-up.  This practice makes sense because they have to see the address to make the delivery.  Thus, the address side of your postcard is the first thing most of your potential customers will see.  And that’s where you want your marketing pitch to begin. postcard_back

Credit Union postcard

You can take advantage of marketing on the back of postcards in several ways:

  • Deliver your special time-limited offer and call to action
  • Intrigue with a statement or call to action
  • Create desire with a list of features and benefits
  • Tell customers to turn the card over to learn a secret or get a great offer
  • Showcase product images or happy customer testimonials
  • Offer additional information you don’t have room for on the other side of your postcard
  • Add a coupon
  • Engage customers with a QR code or augmented reality
  • Invite customers to connect on Facebook, Twitter or other social media platform
  • Add a map to your location
  • Add a “save the date” reminder for a special sale

Printing on the back of postcards is a strategic way to motivate a greater response rate.  When you’re already sending postcards to highly-targeted customers, don’t miss the opportunity to take advantage of such valuable real estate to fuel more sales.

Brian's picture

About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Anonymous's picture
January 07, 2016 03:22 am #

[...] Business Insight: Market On The Back of Postcards [Blog.PsPrint] Related PostsA Direct Mail Fail: “Hello Business”Mail’s Here! Direct Mail and the Process to Reach Your Target AudienceWalk the Walk with Your Direct Marketing Campaign [...]

Anonymous's picture
January 07, 2016 03:22 am #

Hello, I think your website might be having browser compatibility issues.
When I look at your blog in Firefox, it looks fine but when opening in
Internet Explorer, it has some overlapping. I just wanted to give you a quick
heads up! Other then that, terrific blog!

Anonymous's picture
January 07, 2016 03:22 am #

Thanks for the head's up, forexpros!

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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.