Postcard Addressing and Traffic
In order to create a postcard and get it to its destination quickly, there are certain fine points that you need to apply that will help it get through the postal system. You will have to address these cards in a very succinct way with the sections aligned to be quickly read and distributed.
A small postcard that is 4” x 6” needs to have an art free zone on the lower right hand side for the address. Under the address, a space of .625” needs to be left open for the barcode. This runs the entire length of the card. If your card is larger up to 6” x 11”, you have to have an art free zone in the same location as the small card and it needs to be 4” wide and 2.7” high. The same size of empty space for the barcode applies.
A return address must be in the upper left corner of the card and the proper space on the upper right for a stamp. The USPS uses an Optical Character Reader to scan the address and it only reads certain types of fonts. The postal service suggests using a 10 or 12 point font size and Arial Black Helvetica, Lucida Sans, Tahoma or Courier variation fonts.
You can personalize your cards by using the individual names on your mailing list or you can use synonyms if your mailing is going to be larger but specific in its message. Instead of using “Occupant”, use resident, homeowner, householder, friends or family.
Before you send your postcards, you want to make sure they are designed so that they get read. There are design techniques that can be implemented to have that happen. No matter the size of postcard, you can attract attention and initiate a response.
Keep in mind that a postcard is uncovered and not hidden inside of an envelope. From the moment a person opens their mailbox, there is your postcard all ready to send a message.Your message is the first thing they see on the postcard and it should make only one point. It should be an obvious call to action. Whether it says to call a number, visit a website, or go to a location it should be clear and stand out! It should also include a reward of some sort for just reading the card. Entering their name in a contest or a giveaway if they call a number or going to your website and taking a survey for the chance at a vacation are ways to keep them involved and moving towards your message and goal of becoming your client.
Each time you send out your postcards, keep track of your statistics. In this way, you can measure if that particular card with that particular message stated that particular way works. If it doesn’t, then tweak it for the next mailing and see if you get better numbers. If you have the prospects respond with a special code, you can put those responses into your testing formula and measure the effectiveness of your approach.