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Using postcards for a direct mail campaign

With the launch of the United States Postal Service's new Every Door Direct Mail program, businesses can expect an uptick in the number of direct marketing campaigns launched.

While address validation and mailing software will undoubtedly help narrow mailers' targets, it's also important that they determine an appropriate format for the print pieces.

With this in mind, direct mail marketers have been using postcards for decades, as they offer a uniquely visual and textual appeal, while also evoking a certain sense of nostalgia. If businesses decide to use postcards in one of their direct mail campaigns, they should be sure to include some sort of incentive, or a call to action that is driven by offering something of value to recipients.

"A pretty postcard alone cannot motivate people; you need to have solid promise of value," writes Stan Coyle for EzineMark.com "Before you decide about the wording and design of postcard you should focus on the big idea behind your direct mail postcards."

Once a message is determined, marketers can turn to the design of the piece. The image or graphic appeal of a postcard can be the first thing to grab consumers' attention, so businesses will want to be sure to embrace the fundamentals of design and choose images wisely.