I've witnessed a rash of postcard marketing campaigns gone wrong lately. 

One of the biggest mistakes in a postcard campaign is nickel-and-diming the process with 4 different vendors. 

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"I bought a mailing list without an analysis of my true target audience and my total list options available" - without a discussion with experts on better options.

"We put together our bulk mail in-house" - without understanding or questioning the postal service discounts available and time wasted.

"We mentioned our website so they can go there" - without realizing they are making visitors hunt down the info 3 pages deep.

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We've heard this time and time again.  After a strategy like this, "It didn't work, postcard marketing doesn't work" is a tough pill to swallow.  Sure, they saved a few hundred dollars up front but how much time did they waste and how badly did their ROI suffer? 

There are better methods in each step along the way.  If a campaign is dictated by budget and not strategy on every level, it is sure to fail.

A few things to consider on your next campaign...

Design:  Less is more.  Just because you've budgeted for the 6x11" jumbo postcard doesn't mean you need to use every square inch.  Did you utilize a call to action?  Is your design targeted?  I recently witnessed a postcard campaign managed from a large Postcard Marketing Company in Florida sent to St. Louis, MO that featured a boat on the ocean. The focus was supposed to be selling mortgage refinancing to St. Louis residents.   Nothing says Heartland of America like the Atlantic Ocean! 

List:  There are more options in list targeting than most business owners realize.  Allowing a list broker expert to investigate the best list for your campaign is likely the most important aspect of your entire campaign.  Plus, this service is often free as brokers get discounts off your rates so you pay no more for expert support and they provide access to lists you can't get.

Printing:  Full color, thicker stock, glossy front is now less expensive than ever before.  Utilizing color and better printing techniques can greatly improve the attention-getting power of your card.

Direct Mail Services:  Utilizing a direct mail company to professionally process your postcard campaign gives you time to focus on running your business.  The fees associated with bulk mail processing are often saved in the postage savings that bulk mailers can extend their clients.

Websites & Landing Pages:   Never underestimate how little time you have with a prospect that sees your marketing materials.  The same goes for the action you are trying to facilitate.  If that entails sending them to your home page and HOPING they click through 4-5 pages to find the reason they are there, you're out of luck!  Consider putting together an effective landing page for your campaign.

Hiring a company that understands these steps and how they work together is less expensive than you think.  Remember that your goal on your next postcard mailing is generating business and improving ROI.