Postcards and Your Direct Mail Marketing Strategy

Direct mail marketing can seem like an expensive and daunting venture for a small landscape business. In 2009, all direct marketing should include a mix of traditional and new media techniques which support each other and drive prospective clients to a single place--your door.

Using a postcard as a direct mail piece to reach new prospects is an efficient way to have a 'bricks & mortar' marketing vehicle as part of the mix.

High quality post cards are inexpensive to produce, relatively simple to design and the least expensive option to mail.

As with any direct mail campaign, you must have realistic expectations. Two to four percent is an average return rate for most direct mail campaigns which typically take the form of sales letters or tri-fold brochures. That means you can expect 2-4 direct contacts for every 100 postcards you mail.

The typical conversion rate of those contacts to an actual sale is about 50%. That means every 100 cards you mail should yield one qualified lead.

Postcards generally yield higher rates because it is easier to engage the recipient--they don't have to open the envelope and unfold the paper(s) inside…they simply have to turn it over to see a few words from you along with your contact information.

It is your job to create a compelling postcard that engages your audience and makes them pick up the phone, visit your website or email you directly.

There are six steps to crafting an effective postcard campaign: formulating the visual and verbal messages, designing the card, producing the card, identifying targeted recipients, choosing a mailing date and mailing the card.

Step 1: Formulating the visual and verbal message

Choose a high resolution image that showcases your best work. Then ask yourself if this image also represents what your target market can visualize in their yard. You may love that one project you did at a client's country place, but if your target market lives in an urban setting--it's the wrong image.

Your name or company name should be on the front and back of the card. Often, postcards get tacked up on a bulletin board or refrigerator--you want your name to be seen.

Choose a short statement or list of services with all of your contact information on the back. This has to fit within the USPS mailing guidelines which will be provided to you by the printing house.

Step 2: Designing the card

Unless you have excellent graphic design skills, don't design the card yourself. Often, postcard printing houses have design services that you can use. If not, collaborate with a local graphic designer.

Step 3: Producing the card

There are many postcard production houses on line. There are also local print shops that will produce postcards. If you want something special -- like 100% recycled paper and soy based inks, that's also available.

You will learn a lot just by visiting a few websites. All will require that your postcard layout be uploaded to their site and that you approve their 'proof' copy before the cards are printed.

Some provide list and mailing services and are considered 'full service' postcard marketing companies. A good example of a full service company is Modern Postcard. An example of a specialty print house that uses recycled papers and soy and vegetable based inks is Magic Circle Printing.

Step 4: Identifying the recipients

In addition to your current client and referral list, you can create a very specific recipients list based on a variety of demographic data.

Business to consumer (B2C) lists are available by many list services. Start with zip codes and then add the criteria for the customers you want to reach. Many full service postcard printing houses will offer mailing list services--sometimes at a discount and they will merge your client list with the one you purchase from them. Make sure your mailing labels don't say "or current resident"--that's a turn off.

If you want to generate your own list, USA Data is a good place to start.

Step 5: Choosing the mailing date

When to mail your postcard is the most important decision you will make. Timing can make the difference between success and failure.

For a spring postcard, choose a date that is likely to have good spring weather--that's when people think about their gardens and being outside.

If you want to tie into a major event like a regional flower show or festival, mail your card during that week and try to time it so it arrives on a Wednesday or Thursday--right before the weekend.

Step 6: Mailing the card

Allow plenty of time to stamp and label your cards if you are going to mail them yourself. Bundle them by zip code for faster delivery before you take them to the post office.

Some postcard services will be able to get better 'volume' postage rates and will take care of the labeling and stamping for you. It can take many hours of licking and sticking if you are doing a 5000 piece mailing!

If you use a full service postcard company, plan on the process taking 2-3 weeks from beginning to end. If you use a smaller printing company and do the work yourself, allow 4-6 weeks.

Next time you think about your marketing efforts, consider a postcard campaign.

Susan Cohan, APLD runs a boutique landscape design studio specializing in residential projects in the New York/New Jersey Metropolitan region.