Postcard Marketing: Top 5 Goals of Direct Mail Postcards
By Jeffrey Dobkin, marketing consultant, author, and professional speaker
Here’s why I like postcard marketing campaigns:
Short, crisp, and to the point, direct mail
postcards are one of the fastest and lowest cost
ways to make your phone ring.
Postcards are not necessarily a good marketing
campaign for the straight-up, out-and-out closing of
a sale, but if created correctly, direct mail
postcards can be great for pre-selling products and
services, building brand awareness, and creating
customer loyalty. And, of course, I saved the best
for last: Postcards are the most efficient and
excellent direct mail advertising vehicles for
generating phone calls.
A postcard direct mail campaign can make your phone
ring off the hook with compelling headlines, smooth
transitions, charming copywriting, lively graphics,
an irresistible offer, and a solid call to action.
Even further: A series of direct mail post cards can
receive an explosive response, build customer
loyalty, and stimulate brand awareness. Yet,
postcards remain one the easiest to manage direct
mail marketing campaigns.
Even though postcards aren’t the best for closing
sales because of their short format and open
architecture (no one can enclose a check to pay for
an order or write a credit card number), response
can still be quite high. Here are several important
goals of using postcards in any direct mail
1. Generate phone calls.
The number one objective of most postcard marketing
campaigns is to generate a phone call. Ninety
percent of the postcards I create for clients are
written to fulfill this single objective: Make the
The way to make the phone ring is very
straightforward in this short postcard format: Offer
something for FREE and ask for the phone call
several times on the card. “Call for FREE
information!” or “Call for FREE review! Call for
free analysis. Call for our FREE booklet. Call for
FREE quote. Call for…” well, you get the idea. Ask
readers to call you enough and they will. Every time
a reader calls, you have the opportunity to provide
better service and increase client loyalty and
longevity. And, oh, yeah…did I mention increase
sales and revenue? Yeah, you can do that, too. Did
you notice I said YOU do that? Your postcard doesn’t
do that, YOU do that. The postcard generates the
call, but YOU make the sale.
2. Build brand awareness.
The other 10 percent of the postcards I create build
brand. By mailing postcards frequently, you can stay
in the top of your client’s and prospect’s minds.
So, when your clients need anything that relates to
your business—whatever you’re selling—they
immediately think of you, and call you first.
3. Create instant success.
Postcards can generate immediate response if your
offer touches a timely trigger point. Figure out
what your prospect’s immediate need is and address
that in your card. Then, ask for the call—what else?
4. Build relationships.
Sure, you can—it’s easy! But, not with a single
postcard. You need to create this direct mail
marketing campaign over time, with a series of
postcards. Mailing postcards every two weeks is
ideal. Even if you did this for an entire year, the
total cost would be only ($.50 x 26 =) $13 dollars
for the whole year. The key to success? Your list,
relevancy, and your offer.
5. Don’t sell your product.
The final objective is to realize that you don’t
need to sell your product from the post card. That’s
right—don’t sell your product—but, you do generate
phone calls and inquiries. Then, when the person
calls, YOU sell your product or service. Now, you
see how it’s much easier to achieve your goal
(generating a phone call) with your direct mail
postcard, than getting an order: To actually make
someone put money into an envelope and wave goodbye
And, since postcards are easy to handle, postcards
are so much less work than other direct mail
marketing campaigns which consist of letters,
brochures, or anything that needs to be placed in an
envelope—folded or stapled. So, much less fuss and
muss—just address and mail. Postcards are easy.
These are the “goals” and objectives of your
postcard marketing campaign.
Stay tuned for future postcard articles by Jeffery
---Source: Jeffery Dobkin
is a marketing consultant, speaker, and writer who
has written more than 250 articles and five books on
direct marketing. Call for his free instructional
booklet of direct marketing tips: 610/642-1000 or
visit his Web site at