Many businesses are turning to postcards as their first choice when considering direct mail media for their marketing campaigns. Postcards can be a valuable resource for the budget-minded during an economic downturn, where every dollar spent is important. Many printers, both local and online, have recognized this and are now offering beautiful four-color, glossy postcards at very low costs.
Here are some things that you might want to consider before making the final decision on your direct mail postcard purchase:
Even though the smallest sizes of postcards have the most attractive prices, they may not be the best choice.
The smaller the direct mail media, the smaller the message. You can only fit so much info on a small postcard. If you have a lot to say or offer, then you may want to move up to a slightly larger card. I always recommend at least a 5.5” x 8.5”. Many “quick printers” find this size easy to print due to their ability to “work and turn” the print run, since this size is half of a standard sheet of paper, and will either give a lower cost or faster turnaround time.
A small postcard is not as visible.
When a potential customer retrieves their mail, a small postcard can be dwarfed by the other, larger direct mail media in the bundle. Getting your prospects’ eyes on your direct mail media is the most important step in a successful marketing campaign. A larger postcard, especially a creatively designed one with eye-catching graphics or tag lines will more easily be noticed.
Gloss or no gloss?
While having a glossy look can enhance your design, having the mail side of the card glossy may cause problems for the mailing house during production. High-speed inkjet addressing is much easier and more accurately applied to a non-gloss or matte finish, so it is usually recommended to have only your info side glossy.
Postcard paper thickness.
One of the most common problems with printing direct mail postcards is using card stock that is underweight by the post office standards. Larger postcards (larger than 4.25” x 6”) are required to be at least 9/1000 of an inch thick. Anything thinner and your direct mailing could be up-charged in postage, or refused altogether by the mailing house.
Leave enough room for a barcode.
Many designers, especially while designing small postcards for direct mail services, do not allow enough space for the mailing house to print a barcode on the mailing addresses. The post office has many placement requirements for printing a barcode; if the mailer does not have adequate room, then the direct mail piece may be subject to higher postage costs.
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Personal Touch Mailing Services is a full-service direct mail located in Orlando, Florida. Call 407-857-9090 for a quote.
