Print-Plus: Are Postcard Mailings Effective?

Postcard Design
Postcards should first and foremost communicate what you want your customers to do and what's in it for them. The characteristics of an effective postcard include the following:

1. a clear call to action;

2. a bold and strong promotional offer; and

3. a deadline — "Act now!"

Postcards have their limitations. For one, they're not as effective when mailed to prospects. As a result, they should only be mailed to customers who know and trust your company. Also, keep in mind that readers spend very little time deciding if offers are of any value to them. Postcards should be used in addition to scheduled catalog mailings, not in lieu of them.