Running post cards, a unique and efficient method of communication, have found their place in a variety of industries, ranging from marketing to personal communication. Whether you’re a business looking to reach out to customers, or simply someone who enjoys the charm of sending postcards, understanding the nuances of running post cards can be extremely beneficial.
In this article, we’ll explore the concept of running post cards, their benefits, how they are designed and produced, and why they remain an effective method for communication in an increasingly digital world.
What Are Running Post Cards?
Running post cards refer to postcards that are part of a mass mailing campaign or distributed to a broad audience in a continuous flow. Unlike one-off postcards that are sent individually, running post cards are typically part of a larger, ongoing campaign where postcards are mailed over a period. These campaigns might be based on customer segmentation, seasonal promotions, or event announcements.
For example, a business may choose to send out a series of running postcards over several months to promote a new product line. Each postcard will carry a different message but will follow a consistent theme, helping the brand maintain engagement with its audience.
The Evolution of Post Cards in Marketing
Postcards have been around for centuries, with the earliest form of a postcard being introduced in the mid-19th century. Originally used as a form of inexpensive communication, postcards became a popular medium for sending brief messages and images.
As technology evolved, so did the way postcards were used in business and marketing. Traditional postcards began being integrated into direct mail campaigns, with businesses using them to send promotions, event invites, and holiday greetings. The introduction of the “running postcard” concept came about as marketers realized the power of sending postcards on a continuous basis, with each postcard building on the last to create a more cohesive and memorable message.
Why Choose Running Post Cards?
While digital communication methods, such as email, have become increasingly popular, running post cards still offer several unique benefits that make them an attractive choice for businesses and individuals alike.
1. Tangible and Personal
In an era dominated by digital messages and advertisements, receiving a physical postcard can feel like a personal touch. Running post cards stand out because they are tangible items that recipients can hold and display. This physical presence adds a sense of authenticity and can make the communication feel more meaningful.
2. Highly Effective in Direct Mail Campaigns
Running post cards are ideal for direct mail campaigns because they allow businesses to communicate their message over time. Sending a series of postcards ensures that the brand stays in front of the audience without overwhelming them with a single message. This creates a steady stream of engagement, increasing the chances that the recipient will take action.
3. Cost-Effective
Compared to other marketing channels, such as television or digital ads, running post cards can be a cost-effective method for reaching a wide audience. Postcards are generally inexpensive to produce and send, especially when ordered in bulk, making them a great option for businesses with smaller marketing budgets.
4. High Response Rates
Postcards, especially those that are part of a running campaign, tend to have higher response rates than other forms of advertising. A well-designed postcard with a clear call to action (CTA) is more likely to be noticed and acted upon. Additionally, the physical nature of postcards encourages people to engage with them, whether by visiting a website, signing up for a promotion, or attending an event.
How Are Running Post Cards Designed?
The design of a running postcard plays a critical role in its success. A well-crafted postcard can attract attention, engage the reader, and prompt them to take the desired action. Here are some design tips for creating an effective running post card:
1. Consistent Branding
When creating a series of running postcards, it’s crucial to maintain a consistent brand identity. This means using the same logo, color palette, fonts, and overall design style throughout the series. Consistency builds brand recognition and helps the recipient connect the postcards to your business.
2. Engaging Visuals
A picture is worth a thousand words, and the right visuals can make a world of difference in how your postcard is received. Use high-quality images that are relevant to the message you’re communicating. Whether it’s a product image, a beautiful landscape, or a person interacting with your brand, engaging visuals will capture attention and keep your postcards memorable.
3. Clear and Concise Messaging
Postcards are small in size, so it’s important to make sure the message is clear and to the point. Use bold headlines, short and impactful text, and a strong call to action. A running postcard series should have a cohesive message that builds upon each delivery, giving the recipient something to look forward to with every new mailing.
4. Offer Incentives
To increase the effectiveness of a running postcard campaign, consider including a special offer or incentive. Discounts, free trials, or exclusive access to a product or service can encourage recipients to take immediate action. You can use each postcard to promote a different offer or incentive to maintain engagement and keep your audience interested.
Best Practices for Running Post Card Campaigns
When planning a running postcard campaign, there are several best practices that can help maximize its success. Here’s what you should keep in mind:
1. Audience Segmentation
Not all recipients will respond to the same message in the same way. By segmenting your audience based on factors like demographics, interests, or purchasing behavior, you can tailor your postcards to better appeal to each group. This increases the likelihood of engagement and response.
2. Timely Mailings
For a running postcard campaign to be successful, it’s important to space out the mailings appropriately. Sending postcards too frequently may overwhelm recipients, while sending them too infrequently could reduce their impact. Aim for a schedule that keeps your audience engaged without becoming a nuisance.
3. Test and Measure
As with any marketing campaign, it’s important to test and measure the performance of your running postcard campaign. Track responses, monitor customer engagement, and analyze which postcards performed best. This data will help refine future campaigns and improve results.
4. Personalization
Whenever possible, personalize your postcards with the recipient’s name, location, or other relevant information. Personalized postcards tend to have higher engagement rates, as they make the recipient feel as though the message is tailored specifically to them.
Running Post Cards in the Digital Age
In today’s digital age, it may seem counterintuitive to invest in physical postcards, especially when email and social media marketing seem to dominate the landscape. However, running post cards remain relevant because they offer something digital marketing can’t — a tangible, personal touch that captures attention in a way that online ads often don’t.
Digital tools also make it easier than ever to design and produce postcards in bulk. With the rise of online printing services, businesses can easily create custom postcards and mail them to a targeted audience, all from the comfort of their own office. Furthermore, digital tracking methods allow businesses to measure the success of their postcard campaigns in real time.
Conclusion
Running post cards are a powerful tool in both personal and business communication. With their ability to combine creative design, effective messaging, and direct mail strategies, they offer an invaluable way to connect with an audience in a way that feels personal and meaningful. Whether you’re sending postcards as part of a marketing campaign or simply want to brighten someone’s day, running post cards remain a timeless and effective option. By leveraging best practices and utilizing the right tools, you can make your postcard campaigns stand out and yield remarkable results.