Postcards are the quintessential marketing piece to any multi-tiered marketing campaign. With a standard response rate of two percent for the first piece, and good response rate of three percent; and a jump of 5-35 percent rate for the second mailing, many companies are constantly looking for reasons to launch campaigns in order to better communicate with their new and existing customers. sign in

One way to communicate is through seasonal campaigns. In fact, many companies are gearing up for their seasonal efforts by having summer outreach. However, implementing the perfect direct mail marketing campaign is another feat. Below is a walk-through of the direct mail marketing process so that you can get the most for your marketing dollars while expanding upon the unique benefits of mailing.

Design – When thinking about your postcard, think about the design that you want to come up with. The summer design should be something that is light fun and free. Also remember that people will be more likely to read your postcard with less messaging. The fewer words and distractions, the better.

Lists – You might want to consider coming up with two postcard campaigns simultaneously. One for your existing client roster, and another for new customers. Your current list can simply be sent over to your direct mailing service, while your new list can be purchased. Often times, these lists can be purchased through the printer of your postcards. This can be an extremely easy way to save both time and money.

Copy – Include copy that speaks to the season. Many times companies overuse adjectives such as hot, sizzling and steaming. Try and think outside of the box, and come up with terms that express the hot feeling in the area your prospect lives in. The more you can speak with the customer as a person, the better. This will not only entice your customer to continue reading, but will also allow your customer to view your brand as a personality.

At the end of the day, you have to examine your current seasonal objectives and see when and where direct mail marketing can be most advantageous. This will help in both allowing you to communicate with your client list and give more reasons to follow-up.

Melanie Turner is a Business student at Columbia University. She is also a Researcher at Deloitte Consulting where she works with expert marketing teams on Fortune 500 clients. As a growing expert in the field of marketing, Melanie aims to provide insights and resources to Small Businesses.