Do you believe direct mail is too expensive? It doesn’t have to be. The underrated postcard can be an effective way to keep in touch with customers and potential customers.

Unlike traditional direct mail packages, which may include a multi-page letter, brochure, return envelope and more, a postcard is simple. Recipients are almost forced to read it, because the copy is right there in front of them–not buried in text hidden in an envelope. Costs can be much less, too.

There are many four-color printers which can produce beautiful postcards cost effectively. You can have a postcard made from a photo of you, your store, your products or another good image. Or, get postcards made of your bookcover, your website, your logo, etc.

For the do-it-yourselfers, one simple method is to design a card which fits on one quarter of an 8-1/2″ x 11″ page. Take it to your printer or copy shop, and have them print in black on brightly colored card stock, then cut the pages in quarters. (You may save a few dollars by supplying the card stock. Astrobright or something similar works well.) Total cost for 1,000 postcards should be just over $20. In the U.S., a 28 cent stamp will get the card to its U.S. destination.

Keep your message short and simple when using postcards. You can’t tell a long story, so pique their interest, then tell them what action to take to order or to learn more, such as visiting a special landing page you have set up at your website. This is a good way to promote your website, an upcoming event, a sale, a new product, etc.

Keep it short, keep it simple, and make it easy for customers to get, read and act on your message.

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