Print Alternatives: Can't Afford Catalogs Anymore?

STEVE LETT: Postcards can be an effective tool if used properly. They can drive Web traffic, for instance. They’re attention-getting and can motivate buyers to take action.

There are three characteristics of an effective postcard: 1. a clear call for action; 2. a bold and strong promotional offer; and 3. a deadline, i.e., “act now!”