The problem with 4×6 postcards…

For many years I have begged customers not to mail 4×6 postcards. 

 

It is not that I am completely against them, really I’m not!  These diminutive postcards have a limited use in my view.  They could be useful for doctor appointment reminders or for a follow up to a previous mailer but besides that, I don’t think they provide a good value.

 

The problem with this size is that it will not compete in the recipient’s mailbox.  They are easily over looked and tossed aside. 

 

In an economic downturn, the first thing many marketers do is cut the size of their direct mail pieces.  This is a dangerous strategy.  It conveys a “cheap” feel that many consumers recognize.  It would be better to cut your Quantity and do a larger size. 

 

The point of direct mail is not to mail as many pieces as you can for the least amount of money.  The idea is to mail a well designed colorful piece to qualified recipients.   

 

I always tell my clients to print and mail the largest piece they can afford.  I work with them to keep adding demographic qualifiers to their list until the qty they are mailing  fits their budget.  This protects the Brand and allows them to increase their response rates! 

 

As you know, in times like these Marketers are being scrutinized for their every move and you want to make sure you can deliver good results!  Don’t compromise your brand or your message by cutting size!

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