Powerful Postcards

Postcards Produce 7 Ways to Make Yours Pop It’s tempting to write-off direct mail as a marketing tool of the past – after all, we live in an Internet world, right? Wrong. Direct mail is as powerful and productive as ever. According to research from the U.S. Post Office, Americans still look forward to coming home and reading their mail every day. One study found that consumers count on mail to help them manage their households, “including scheduling home maintenance, arranging children’s activities and remembering healthcare appointments.” The simplest and most cost-effective of direct-mail tools, postcards are tried-and-true appointment reminders. But their possibilities are endless. That’s because postcards are an easy way to break through the clutter and deliver a quick message to a target audience. “The postcard principle holds true for practice marketing too,” says Matt Bigler, vice president of sales for POS. “Use them for appointment reminders, patient prospecting tools, new staff or services announcements, or to announce a new office location, just to name a few.” For maximum effectiveness, keep these seven tips in mind when you use postcards for a direct mail effort: 1. The list is crucial. Nothing is more crucial to success than mailing to the correct, targeted list. When mailed to thousands of the wrong people, even a great postcard is doomed to failure. 2. Know the limits and rules. Under current postal regulations, the lower postcard postage rate applies only to cards up to 4 1/4” x 6”. Anything larger carries a higher rate. But don’t shy away from big, bold cards – they can be well worth the extra postage. POS can help ensure your direct mail meets all current mailing regulations.  3. Frequency pays. Postcards can be one of the stronger components in your promotional arsenal, but they shouldn’t be the only one. And, as with other communications, a one-time shot may not be effective. Depending on the message and desired action, recipients may not respond until they receive the second, third or fourth contact. 4. Know the numbers. Depending on the offer, product or service, the response to any single direct mail offering is likely to be well below three percent. In their article, “Dental Marketing that Works,” Stewart Gandolf and Lonnie Hirsch recommend mailing a minimum of 5,000 pieces for the first of several weeks in a postcard campaign. 5. Focus on the benefit. With the limited space available, focus on one key benefit of your practice, or a single point you want to make. Avoid trying to include every single feature and benefit of your practice in one postcard – it will only water-down its impact.   6. Ask for action. Always ask the recipient to take action in response to the offer you’re making. And, include an element of urgency or a reason to act now. In practice marketing, the action you want taken is often a phone call, so make sure your phone number is large and readable. 7. Include Bold, Colorful Graphics. With no outer envelope to hide its content, a postcard is naturally a quick-hitter. But you can make it even more effective with large, colorful graphics or photos – as long as they’re directly related to your message. Don’t stray from the point you want to make. As a general rule, photos of people usually have greater impact than inanimate objects.