Postcard Design Ideas

Now that you’ve read the article on postcard marketing, the next step is to design your postcard.

A well-designed postcard will immediately communicate your key message. That’s the good news. The bad news is that with merely a second or two to catch the reader’s attention, the message has to be precisely on target. Think in terms of sound bites, which are words, short phrase or sentences that capture the essence of your main message. The media is infamous for using sound bites on newscasts (although they often pull a quote out of context and distort the message).

Just because postcards are simple, don’t underestimate the importance of a professional appearance. You may have a truly compelling message. However, if your postcard doesn’t look serious, it won’t be taken seriously. This is not the time to cut corners with homegrown design and cheap printing.

Nor is it the time to be creative solely for the sake of being creative. Many advertisers succeed in creating funny or otherwise memorable ads. However, the message gets lost in the entertainment and people don’t remember the point of the ad or who was behind it. It might be creative, but from a business perspective, it’s ineffective. Don’t make this mistake with your postcard.

Designing effective postcards

Use color and images
Bold color and images are eye-catching. Print your postcard in full color for maximum benefit. Choose a photo or other image that ties into the theme and message of your postcard. Make sure it’s at least 300 dpi so it looks crisp when printed.

Be consistent with your other marketing material
Logos and design elements should conform to your brand standards. No matter how extensive or modest your marketing program, everything customers see must look and feel the same. Your postcard is just one element in an integrated marketing campaign.

Develop high-impact headlines
Your headlines must connect with the reader and be meaningful. Try to distill your main message down into just a few well-chosen words. This is not easy, however it’s worth the investment in time. Emphasize benefits and value.

Write compelling copy
The rest of the copy should provide brief details about the benefits and include an offer (“buy one get one free”) and a clear call to action (visit our website and register to win). Including deadlines creates a sense of urgency to respond. Don’t use a lot of hype and blatant self-promotion. Communicate sincerity and value for best results.

Keep in mind that while there is a front and back to the postcard when you design it, you don’t know which the reader will actually see first when they sort through their mail. Make sure your key message is clear on either side.

Mailing considerations

Postcards are less expensive to mail than letters or any other type of mail. However, they must conform to postal regulations to qualify for postcard mailing rates.

Size
Postcards come in two standard sizes and weights as defined by this chart from the United States Postal Service (USPS) (http://pe.usps.gov/text/qsg300/Q201.htm).

Card Dimensions 
In order to have your job qualify as a "postcard", the USPS has both minimum and maximum size requirments. The minimum size your postcard can be to qualify for reduced postcard rates is 3.5" x 5" and the maximum size it can be is 4.25" x 6". The USPS also has thickness requirements with both a minimum and maximum thickness. The postcard needs to be atleast 7pt. thick (0.007 inch) and cannot exceed 16pt. thickness (0.016 inch) . Our postcards are printed on ultra-thick 14pt cardstock which is substantially thicker than the 12pt. cardstock offered by several competitors.

You can create a postcard of any size, of course, but the mailing rates will be higher.

Barcode Clear Zone
Don’t forget to leave space in your design for the postal barcode. 

The barcode clear zone is a rectangular area in the lower right corner of the address side of cards and letter-size pieces. It must be 4-3/4 inches from the right edge of the piece and 5/8 inch from the bottom edge of the piece. You can find more details on the barcode zone page at the USPS website .
 
Postal discounts
The USPS offers postal discounts on large volumes of mail. First class mail for postcards is currently $.26 per piece. Discounts depend on how much upfront work you do preparing and sorting your mailings. You must also meet minimum quantities to qualify. Here’s a link to the USPS’ A Customer’s Guide to Mailing LINK

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