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A few tips for small business postcard campaigns

The postcard is one of the most popular direct mail marketing items for small businesses, as they are cheap to create, offer a substantial amount of information and do not require additional packaging materials.

If your company has decided to move ahead with a postcard campaign, there are a few considerations your team should make before sending them out. First, know your targets. Compile research, case studies, customer data and questionnaires to forge the most comprehensive list of prospects and work from there.

One of the most common mistakes small business marketers make regarding direct mail campaigns is to assume that one or two send-outs will suffice. Companies need to blanket their communities with brand recognition, as this is the only way to turn consumers into prospects and to plant your company's name in their memories.

And as for other print initiatives, always include some point of contact at which prospects can reach you.

"While you're sending email to your customer, include a P.S. at the end of the email with a promo and link to your website," writes Janet Attard for "For example: 'P.S. I thought you might want to know about the special we're running this week on green and blue widgets.'"

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