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The Humble Postcard Is Making A Comeback
Once lost in the glitter of the dot com era, both online and offline marketers are rediscovering the value of the simple postcard. When used properly, no other marketing tool can compare with postcards.
If you were a contestant on Jeopardy and the answer was "Postcards," what would the question be? How about: "What is one of the most incredibly effective, yet under-utilized methods for driving qualified buyers to your business or website?" Many businesses think postcards are a little old-fashioned for this era of Internet Marketing, but nothing could be further from the truth. Online marketers are discovering that using email lists as an effective form of marketing is fading fast due to the unfortunate avalanche of SPAM (unsolicited commercial email)! Internet Service Providers and individual consumers are now trying to filter out the ever growing glut of SPAM. But, unfortunately the software developed to assist in SPAM control is not terribly accurate and a very large amount of legitimate communications between a business and its customer base is being unintentionally blocked by these filters. And even if the email does get through, it is often lost among the other 200 or so emails in the receiver's inbox and simply gets bulk deleted. As a result, email is no longer a reliable method of maintaining contact and building a relationship with customers. Yet, most small businesses do not have large budgets to conduct full fledged direct marketing campaigns. The humble postcard comes to the rescue! The humble postcard can serve both online and offline businesses well, driving traffic to both brick-and-mortar stores as well as commercial websites. Famous copywriter Gary Halbert says most people sort their mail over a waste basket. As they mentally separate the mail into two categories, junk and personal, the junk mail drops directly into the wastebasket unopened. But the postcard is already open. It is small and easily read at a glance so the likelihood of the message getting through is increased greatly. And at the same time the production and mailing cost remain economical. Postcard advertising and postcard marketing are back in vogue. Marketing postcards can be sent to customers as personalized postcards for any number of occasions, including holidays, birthdays, special events, or special offers and they help to economically keep businesses in touch with their customer base and develop that all important relationship between the business and the customer. Promotional postcards should be in every marketer's bag of tricks!