How to Write a Postcard
Postcards are the most affordable and effective type of direct mail. Though social media has practically replaced postcards by allowing users to share pictures and messages instantly, there is still a huge demand for postcards. That’s because postcards still have a sense of personal touch, and their charm continues to impress both senders and receivers.
Companies have been using postcards for a long time to convert both B2B and B2C customers. Individual postcard mailing is relatively easy, and you don’t have to wonder how to write a postcard. You can pick pictures of your choice and informally address your loved ones. However, the business postcards mailing is absolutely different and needs a lot of attention.
Marketers need to consider the marketing budget, estimated ROI, target audience, tracking mechanisms, and so on. A lot of planning and processing goes into conducting a postcard marketing campaign. Hence, in this blog, we have put together a guide on how to write a postcard, what are the required elements, and how to write the address on a postcard.
Addressing a Postcard
Addressing a postcard is perhaps one of the most important parts of writing a postcard. Before noting down your postcard content ideas, make sure to have a targeted mailing list. Plus, you need to write down the address at the right place on postcards so that the USPS workers can locate it easily. It makes the delivery process faster and accurate.
Always write your mailing addresses on the backside of postcards. There is usually a thin line on the backside dividing the area into two halves. Use the right side for writing addresses. Sometimes, there are three lines drawn on the right side for you to write down the address. Refer to the format below to get a clear picture of how to address a postcard.
Apartment/Suite No., Street Address
City, State, ZIP Code
It should look like this:
17 NW, Central Lane
Bridgewood, NY 11385
It is advisable to verify your mailing lists before mailing in order to avoid lost mail, delays, misplacements, and other similar issues. You can use PostGrid‘s address verification API to standardize and validate addresses precisely.
In case you wish to know how to write a postcard internationally, note that everything remains the same, except for the address format of the mailing address. Again, you can use PostGrid to standardize and verify international addresses.
If you don’t know how to write on a blank postcard and are looking for samples, you might notice that most of these samples or templates have a return address. It is not mandatory to write a return address on your postcards, although it is wise to do so. Due to some reasons, if your postcards are not delivered, they can be returned back to you only when you mention your return address. Use the same address format that is mentioned above for the mailing address.
The return address should be mentioned on the backside as well, on the extreme top-left corner.
Don’t forget to affix a stamp to your postcards. They should be stuck on the top-right corner on the backside of your postcard, just above the mailing address. Affixing your stamps anywhere else on the postcard may result in lost mail.
Calculate and include the right postage so that there are no issues later.
Other Elements of a Postcard
You can turn your business postcard inspiration into great marketing campaigns, but you need to pay attention to the finer details.
There are several more elements that are included on the backside of a postcard other than the address and stamp. Let us read about them and also understand what goes into a postcard design printed on the front side.
Date and Place
Add the date of the day you are mailing the postcards. It should be written on the top-left corner, after leaving a line below the return address. Normally, people mention the city or place name they are writing from below the date. For example:
November 7, 2020
Brooklyn, New York.
However, you need not write the place name if you have already mentioned your return address. Furthermore, business postcards sent to prospects and customers need not have the place name.
Greet Your Readers
You should always start with greeting your recipients. Customize your postcards to include the person’s full name. It makes them feel appreciated and special. Plus, they are likely to give more attention to postcards carrying their name.
Use a title so that your postcard looks formal and professional.
For example, “Dear Ms. Hayley Hansen.”
This greeting line should be right below the date on the top-left side. Make sure to leave enough space for your message.
Continue writing your message on the left side itself. Your postcard content starts after the greeting line. Open with an informal sentence like, “Hope you are having a great day.” It is better to use a handwritten message than using a generic font to print on your postcard. PostGrid’s print and mail API allows you to use handwriting fonts that look absolutely real.
The main reason for postcards to be popular and impressive is that they are short and sweet. They use the least amount of words possible and yet conveys everything perfectly.
Since postcards are not enveloped, anybody can read their content. Therefore, do not mention anything personal like bank details or social security numbers.
Plan your message content carefully because the word count is limited. Though you can add your marketing message on the front side along with your design, it is also better to add a few personalized lines on the backside. After a few short sentences, add a closing line and sign off.
Can you write on both sides of a postcard? Yes, but the front side is mostly covered with your postcard design.
Coming to the front side of the postcard, marketers need to use eye-catching artwork with vibrant colors. The frontside is all about the layout, colors, CTA, offer, and tracking features. Use a design that can accommodate these things smartly. Here are some things you need to consider while designing a postcard:
- Use colors corresponding to your brand as it builds up brand recognition.
- Locate the offer and CTA at a visible location. Highlight them so that they are attention-grabbing.
- Include a QR code, pURL, or any other trackable feature in a medium-sized font so that it doesn’t dominate the design, yet is clearly visible.
- Don’t forget to add your brand name, logo, and contact details.
- Take care to use high-resolution images only and print all your postcards in high-quality.
Things to Remember While Writing Postcards
Understand Your Campaign Objectives
Before you start creating your postcard content, it is better to understand your campaign objectives and make an outline. This outline can guide you throughout the process of content creation and designing. Your objectives could be anything from re-engaging old customers, inviting people to a trade show, or simply marketing your brand to create awareness.
Segment Your Audience For Better Customization
Postcards can be customized too. Just because you use only a few sentences in postcards doesn’t mean that there is no scope for customization. Even addressing the recipient by his/her/their first name makes a big difference.
Include a Compelling CTA and Offer
The only way your postcard marketing can produce results is to add a CTA and offer. The CTA should be straightforward and clearly tell the readers what they are supposed to do next. Similarly, see to it that your offers are exciting enough to persuade readers to complete the CTA.
Plan Ways to Test Your Postcard Effectiveness
Testing is extremely important for marketers, especially before sending out postcards in large volumes. It can determine whether your postcards are good enough to gather responses and increase engagement. If not, the results can assist you in making the required changes and improving your campaign. The three most popular methods to test and track results are:
- QR codes: Add QR codes that direct readers to either your website, social media page, or any other trackable resource.
- PURLs: PURLs are used to take recipients to a customized landing page. They help in recording responses by using web analytics tools.
Dedicated phone numbers and email addresses: Including a unique phone number or email address on your postcards can help you measure and record responses easily. All phone calls and emails received on your unique phone number and email address respectively can count as the number of responses.
Use a Legible Handwriting
Bad handwriting can lead to discarded postcards. If the USPS workers don’t understand the mailing address or misread it, your postcards are likely to end up at the wrong location. Even if they land at the right address, bad handwriting can make your readers lose interest and not read your postcard at all. Also, keep your message restricted to the left side for your mailing address to be read clearly.
Automate Postcard Marketing
By integrating PostGrid’s postcard printing and mailing API, you can automate the entire process. It can help you design postcards speedily, address them accurately, and get them printed in high quality. PostGrid also enables marketers to test campaigns, track results, and produce precise campaign reports.
Sounds tempting? It is. PostGrid is the answer to all your offline print and mail activities. Request a Demo Now and See For Yourself.