What’s on Your Postcard?

You’ve decided the time is right for a direct mail campaign.  You create content and artwork, and you’re excited about your card.  You submit your order for printing and mailing services, and you wait.  Time goes by and you become increasingly concerned that you’re not getting the response you expected.  You get a copy of your card thinking maybe it wasn’t effective, or maybe it’s just that direct mail doesn’t work.  Then you see it.  A glaring typo!

Postcards contain only so much information, but there’s still a lot of room for error.  Common mistakes include:

  • re-using content from an old campaign that had old contact information
  • incomplete contact information
  • the wrong campaign
  • the wrong artwork
  • misspellings

You wonder how you could have missed it.  Then you think of the money you spent on a wasted campaign.  Sometimes errors are minor, but there are occasions when it can hurt your campaign.

You wonder how you could have missed it.  Then you think of the money you spent on a wasted campaign.  Sometimes errors are minor, but there are occasions when it can hurt your campaign.  Not only would you have wasted money on printing and mailing, errors can give the impression of a lack of professionalism.  Depending on the type of business, and the nature of the error, the recipient could think the lack of attention to detail to your own business could be a reflection of the kind of service they might receive.

A good direct mail company will check your work during processing at no additional cost to you.  It’s a simple act in the course of business that can make a big difference.  Do you want a direct mail company that’s run as if the entire process is automated, or do you want one that cares about you?

There is only so much your direct mail service provider can do.  Apart from catching typos, if your direct mail company is familiar with your business, or has a history with you, you will likely be contacted if something seems amiss.  However, they are not likely to know that other content is incorrect.

  • Make sure the information you are submitting is the information you want to communicate.
  • After ensuring you have the right message, take your time to carefully check for typos. Consider having someone else check your work before submitting your order.

Your focus should be on devising strategies to attract and retain customers.  Your well-written and designed postcard is only a vehicle for driving your message.

The time spent on thoroughly checking your work is well worth it if it prevents you from wasting money on useless postcards, or on postcards you regret having sent.  You should never rush your marketing campaign.  Your market will always be there.  Your focus should be on devising strategies to attract and retain customers.  Your well-written and designed postcard is only a vehicle for driving your message.  As long as you ensure content is delivered as it should be, your next goal should be to ensure service follows suit.


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