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Cheat Sheet for Direct-Mail Postcard Marketing

If asked what the perfect marketing tool is for a given product or service, I would almost always answer “direct-mail postcards.” Despite digital marketing advances, when you list the benefits of postcard marketing it's easy to see why postcards might just be perfect marketing tools:

• Postcards deliver a highly targeted offer to a highly targeted customer base
• Postcards are cheap to design and print
• Postcards engage customers in a personal, tangible way – they arrive at customers' homes, and customers can pick them up, hold them, and feel them
• The average direct-mail response rate is 4.4 percent, compared to just .12 percent for email

Understanding that direct-mail postcards are powerful marketing tools is one thing; running a successful postcard marketing campaign is another. You can't just send any postcard out there and wait for throngs of customers. Rather, you have to employ a proven strategy designed to maximize your return on investment. Here's your cheat sheet for direct-mail postcard marketing:

Develop a time-limited, valuable offer: Your offer should have excellent value for your customers and still leave enough room for ample profit. Carefully consider how you can package an offer customers will want to take advantage of right away. Then, add a time limit to motivate immediate response. The 40-40-20 rule of direct-mail marketing states that 40 percent of your success rate is dependent on the perceived value of your offer. 

Get a highly targeted mailing list: Do you know your “best customer profile” or the demographic characteristics shared by your top customers? If not, define your best customer profile and then purchase or rent a mailing list composed only of those individuals who match that profile. In other words, send your postcards only to those who are likely buyers. If you have an in-house list of past buyers, that’s even better. The 40-40-20 rule of direct-mail marketing contends that another 40 percent of your success is based directly on the quality of your mailing list. Get your offer and list right, and you're off to a great start. 

Design and copy: The remaining 20 percent of your success is dependent on everything else – design, copy, timing, etc. – but it's still a significant number. You can bolster your response rate by designing a postcard that commands attention and by drafting sales copy that creates desire and motivates action. A big, bold headline that reveals your special offer, bullet points that reveal benefits and create desire, and a persuasive call to action that reminds customers of your offer and its expiry date can be powerful. Always make sure customers know exactly what they need to do next to take advantage of your special offer.  

Tracking mechanism: Your postcards should include some kind of tracking mechanism, whether it's a custom URL, perforated coupon, or coupon code, so you can track response rate and, ultimately, sales.

The three T's: Test, track, and tweak. If you want to maximize your ROI you should test different variations of your postcards on small portions of your list to determine which performs best. Learn which postcards outperform the rest and make tweaks as needed. You should develop a “control” postcard that has a predictable response rate and then continually test other postcards against it to see if you can beat your average. 

Repetition: Finally, repetition is critical to all marketing channels; when you send several postcards each year, customers will get to know and trust your brand. They'll also be more likely to respond. If you make direct-mail postcard marketing a staple of your overall marketing strategy, your response rate will grow with time and repetition. 

Use this cheat sheet to fine-tune your direct-mail postcard marketing campaigns, and you'll be able maximize your response, increase your return on investment and, ultimately, earn greater profits. 
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We're hatching a brand-new printing sale, just in time for Easter! Save 60 percent on business cards and stickers, 40 percent on posters and a whopping half off brochures. Click to see even more printing discounts! 
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If you walk around PsPrint, you’ll notice employee cubicle and office walls are covered in customer artwork. Our customers are talented, and only the best print jobs are deemed wall-worthy – or plant pot-worthy, in my case.

One customer’s print marketing that’s made it to many PsPrint employees’ walls is Soul Shoppe:
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If your small business operates primarily within a geographically defined area, you know how important it is to rank higher than your competitors for local searches. The importance of local search, and therefore local search engine optimization, continues to increase as mobile technology permeates society. Considering that 46 percent of consumers now research companies exclusively on mobile devices, coupled with the fact that search engines such as Google are the primary research tools, it doesn’t take a marketing expert to find a distinct correlation between your local search engine ranking and business success.

Google plusRecognizing that local SEO is critical to your business is one thing; doing something to enhance your listings and earn higher rankings is quite another. One of the best ways to increase your local search visibility is to create a Google Plus Business page and completely fill it out. Doing so can propel your business to relevancy for local search parameters in mere days. However, simply having a profile isn’t enough: you also have to earn reviews, and positive reviews at that.

Many local-based small businesses come to this realization after hitting a wall with their local SEO efforts. They have numerous online citations, proximity to city centers, and they’ve completely filled out their Google Plus Business profiles with the right business categories and relevant keywords. No matter what else they try, however, they just can’t seem to leapfrog their major competitors. The reason could very well be lack of positive reviews.

Our guest post examines how online reviews boost local SEO, and how you can generate positive online reviews for your business:
Learn how to ask for online reviews 'the right way' with these 7 helpful tips designed to pave a path to better search results.
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Stickers represent some of the most affordable and versatile marketing tools on the planet. Being both cost-effective and versatile means they’re perfect for “surprise and delight” marketing; that is, marketing in unexpected areas to the delight of potential customers. When your stickers are placed in surprising places, customers are far more likely to commit your brand and your message to memory. Thus, they’re also more likely to respond to your sticker marketing efforts. Our guest post lists 10 unique places you can market with stickers:
Stickers represent some of the most affordable and versatile marketing tools on the planet. Being both cost-effective and versatile means they’re perfect for “surprise and delight” marketin…
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PsPrint

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PsPrint's newest Pinterest board will leave you salivating. Is it lunchtime yet?!
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Check out the new PsPrint Blog redesign! 
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nice, headers could use more colors and padding at top, but besides that looking good!!
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Is your printing company eco-friendly? How do you know? Does it really matter? If you operate a business, no matter the size it’s a good idea to know whether you’re print marketing and other printed materials are eco-friendly; and if they’re not, you should consider switching to an eco-friendly printing process. The following details why eco-friendly printing is important and how to know if your printer has gone green:
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Patti Rutland Jazz has danced its way into PsPrint’s heart. A customer since 2010, Patti Rutland Jazz is an outreach program in Alabama that teaches almost 6,000 children each week about the art of dance. At the end of each year, four recitals are held in which the children get to dance on a real stage.

“If it were not for the very reasonable prices of PsPrint, we could never afford to communicate with the parents of the children,” artistic director Patti Rutland Simpson told me. “We just sent out the recital invitations!”

As a nonprofit, Patti Rutland Jazz runs on grants, donations and fundraising, so PsPrint’s low-cost printing comes in handy:
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Want to market your products and services on Earth Day? Great! You can easily reach your target audience with posters, flyers, direct-mail postcards and – wait! Stop the presses! Isn’t all this print marketing material sacrilegious on Earth Day? Doesn’t go against the very fiber of what Earth Day is all about – preserving the ecosystem? How can you effectively market your business on Earth Day without destroying the environment?

Well, the fact is that printing marketing materials isn’t nearly as damaging as some would have you believe. In fact, it’s easy to justify printing Earth Day marketing materials when you know the true facts. The following details why it’s OK to print Earth Day marketing materials:
Do you think printing Earth Day marketing materials is an offense to a green eco-friendly agenda? Find out why it's OK to print Earth Day marketing tools.
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If you are looking for the highest quality printing from a dependable online printer that offers both value and variety, then partner with PsPrint. We offer premium, eye-catching and affordable print marketing, with benefits including:

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PsPrint can save you time, too, with our direct mailing creation and direct mail fulfillment. By combining the very best in web technologies with state-of-the-art production facilities, PsPrint is able to deliver online printing convenience combined with quality, dependability and lightning-fast printing turnaround times. Contact us at 800-511-2009, or order online right now at www.psprint.com.

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