Postcard Newsletters

Postcards newsletters have many advantages over traditional newsletters. One of the best uses of postcard newsletters is as a marketing tool for a small business.

• Postcard newsletters are easier to send out at increased frequency (i.e. weekly or every two weeks) because they are less time-consuming overall.

• In general, postcard newsletters get read more than other mail — no envelope, so it is already open and in front of the recipient.

• Postcard newsletters are less time-consuming for the reader.

Contents of postcard newsletters echo those of traditional newsletters — only less of it.

You might include:

• small blurbs of information (tips & tricks, quotations, lists, facts & figures)

• a single short article

• your marketing message — but the postcard newsletters must contain useful information to the reader not just advertising (like any good marketing newsletter)

Postcard newsletters contain most of the same elements as a traditional newsletter (nameplate, etc.). Here are a few design considerations specific to postcard newsletters.

• Although most elements are smaller don't shrink the type too. Keep it at a good readable 10-12 point size (depends on the typeface) with sufficient leading (line spacing).

• Unless using a picture postcard you have 1 full side and about half of the address side for copy.

• A Table of Contents is not so important on postcard newsletters.

• Picture postcards can still be used for newsletters even though you have only about half of one side for copy. Use a simple Headline style nameplate. The copy might be one hot tip or a very short story. A newsletter this short would probably work best as a weekly. Maybe a business tip/quote of the week or a list of upcoming industry events that week. Your marketing message on postcard newsletters that short would probably be something as brief as Quote of the Week brought to you courtesy of JBdesigns 552-555-9599 and perhaps a short tagline. By being weekly, you build name recognition quickly.

• Postcard newsletters don't have to be postcard size. Jumbo postcards — half a letter size sheet — give all the advantages of other sizes, with a little extra room. They mail at the first class letter rate in the US.

^{Notes from an Online Conference on Newsletters on CompuServe presented by Jacci Howard Bear in March 1996 and previously published in The INK Spot magazine.}

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