Postcards
Postcards provide a cost-effective way to promote a single event or activity. They cost less to print than newsletters and less to mail than first class. As they are printed on heavier-duty stock, postcards make a good way to send coupons or anything else you want customers to bring with them into the store.
Another benefit of postcards is that you can use them for in-store promotion. The same coupons you mail to customers can also be stapled to their register receipts to encourage return visits (this is what is known in the trade as a “bounceback”).
Examples of things for which postcards are especially good at promoting include:
Sales Because postcards will arrive at most of your customers’ doorsteps within a day or two of being sent, you can use them to send sale promotions at the last minute and, thus, not kill your other business the week before.
Continuing Education One store I know sends postcards to all of its customers certified in the previous year to promote upcoming advanced and specialty diver courses, and provide special incentives for signing up.
Special Events and Activities When you have to promote a special event or activity on short notice, postcards can be particularly effective. It could be last-minute openings in a trip, filling the remaining spots in a class or anything else that requires you to create an immediate awareness among your customer base.
A variation on the postcard format is the one-sheet sale flyer. This gets printed on a single sheet of 8-½ by 11 paper and folded once to 5-½ by 8-½ for mailing. Although more expensive to mail than a postcard (unless you go bulk), it doesn’t require an envelope and is not as expensive to print as a four-page (or larger) newsletter.
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