As social media takes over the business marketing world, it seems like direct marketing would be phasing out as an effective marketing resource for a small business. However, this couldn't be more wrong. According to post card marketing 101, "the direct mail industry has averaged over $50 billion for the last 5 years, second only to television" (Post Card Marketing 101). There is a reason why companies pour so much money into direct mail marketing- it works. The following are some tips and tricks to help you launch a lucrative postcard campaign and make this strategy work for you.

Creating an Effective Postcard
Postcards need to convey your message to your customer in 30 seconds or less. The moment a customer gets the card they should know what you are selling, what your business name is, and what kind of deal you're offering. It is highly recommended that you offer some kind of deal on your mailing. The deal gives a reason for the customer to call. Without it, your post card is likely to end up in the trash.

Finding the right audience
There is always a debate about whether you should buy a mailing list or create one of your own. I say both can work, but it depends on who you are and who your audience is.
If you are a small business that offers services to other small businesses: The people that fall under this category tend to be suppliers. For example, you may sell the equipment and chemicals for pressure washing companies, but you are not a pressure washer. Or you might be a printer that prints advertising materials, but you are not the designer, or the company that needs the product. Your kind of company likely would do better with a mailing list. Most businesses fail. If you put together your own list, then you run the risk of marketing to companies that do not exist. So it would make sense to buy a list that only has companies on it that have been around for at least three years. Not only will they still be around, they will be more likely to be able to buy the product you want to sell because they are established enough to afford your product.
If you are a small business advertising to the general public: The people that fall under this category would be restaurants, clothing stores, ect. At first you might better off buying a list, but once you get started it would be cheaper and better to design your own. You will be able to better tailor it your own customers.

Repeat sends
Once you have your mailing list put together. Send to it multiple times! Four times would be the max though.

A post card campaign can be a very effective marketing tool. Learn how to use it well and the time and the money you put into it will pay off. You may not know when the prospect will be in the "buying mood," but you do know that your product is reaching them in an effective way. Your name will be recognized and remember when the prospect is ready to buy.