What is Direct Marketing?
13/08/2024
If you’re looking for affordable, effective marketing, few tools rival the humble postcard. Whether you’re promoting a grand opening, sharing event announcements or rewarding customer loyalty with loyalty stamps, postcards are a versatile way to communicate with your audience.
Their compact postcard size makes them perfect for slipping into local mailboxes, and with the right postcard design tips, they can make a lasting impact.
Postcard Sizes in Australia
Australian postcards come in several key sizes, with the average postcard serving as a benchmark for varying postcard dimensions. Each size offers different benefits depending on your campaign’s goals. Here are the most common postcard sizes in Australia:
Standard Postcard (A6: 105mm x 148mm)
This is the most widely used postcard size in Australia, often referred to as the standard postcard size. It’s perfect for first class mail, fitting easily into most envelopes and meeting Australia Post’s mailing requirements. This size is ideal for appointment reminders, package inserts, or as part of your direct mail strategy. Customers can print postcards in this standard size for various purposes.
Medium Postcards (DL: 99mm x 210mm)
DL postcards are a popular choice for event announcements and promotional materials. Their slim, elongated shape offers more room for text while still being cost-effective for postage rates. These postcards are great for bold colours and crisp designs, allowing you to showcase your brand message with flair.
Square Postcards (140mm x 140mm)
Square postcards offer a creative alternative to traditional rectangular shapes. Their eye-catching symmetry makes them stand out in a stack of mail, ideal for grabbing attention in local mailboxes. Use them for premium promotional pieces or event announcements where you want to create an immediate visual impact.
Large Postcards (A5: 148mm x 210mm)
If you want your postcard to deliver a big message, an A5 postcard is the way to go. This size is excellent for postcard marketing ideas that involve showcasing multiple design elements or high-quality visuals. Whether promoting a new product or highlighting a major sale, the large postcard format provides plenty of space for bold colours, offers, and CTAs.
Custom Postcard Sizes
Custom postcard sizes make an impact by adding a unique touch to your marketing efforts. Custom postcards are perfect for announcing new locations, products, or services, and can be tailored to fit specific marketing needs.
Custom sizes allow for greater creativity and can help your postcard become a memorable piece of your marketing strategy.
More Postcard Design Tips
No matter the size, getting the design right is crucial to ensuring your postcard stands out. Here are some important postcard design tips.
Postcard Bleed Area and Trimming
Always account for the postcard bleed area when creating your design. Extend your design beyond the postcard trimming area to prevent any parts of your artwork from being accidentally cut off during production. Ensuring a precise bleed is essential to achieving that polished, professional look.
Font Choice and Background Colour
Choose fonts that reflect your professional brand and are legible in smaller sizes. Contrast your text with a bold background colour to help the message stand out. A combination of bold colours and a simple background can make your postcard visually appealing without overwhelming the reader.
High-Quality Images
Make sure your postcard features crisp designs and high-quality images. Avoid using non-vector designs that may pixelate when printed. A natural texture or glossy stock finish can elevate the look and feel of your postcard, adding to its overall impact.
Text and Readability
Creating an effective postcard involves more than just eye-catching visuals; readability is key. To ensure your message is clear and engaging, experiment with striking colour combinations and intriguing graphics. Use sans serif fonts to give your text a crisp, modern tone and consider handwritten typography for a personalised touch.
When overlaying text on various postcard sizes, keep important text or design elements within the safe printing area to avoid them being cut off. By focusing on readability, you can create postcards that are not only visually appealing but also easy to read and understand.
Top Postcard Marketing Ideas
Postcards are one versatile marketing superstar. More than just pretty designs, they’re powerful tools for engaging your audience. Here are a few top marketing ideas using postcards:
Loyalty Programs and Appointment Reminders
Use postcards to keep your customers engaged with loyalty stamps or by sending appointment reminders. Personal touches like these not only keep your business top of mind but also encourage repeat customers.
Direct Mail Campaigns
Postcards are ideal for direct mail campaigns targeting specific demographics. Their compact postcard size makes them perfect for local marketing, while their larger counterparts are perfect for reaching out to a wider audience with a bold message.
Event Announcements and Grand Openings
Whether you’re announcing a grand opening or promoting a special event, postcards can be a great way to spread the word. Include an exclusive offer on the reverse side to increase the likelihood of conversions.
Postcard Printing Tips for Australian Businesses
Once your design is finalised, it’s time to think about printing postcards. Here are a few tips to ensure a smooth process:
Postcard Bleed Area
Always ensure your design extends into the postcard bleed area to prevent any trimming issues. This ensures your postcard looks polished and professional once printed.
Postage Rates and Maximum Sizes
Double-check the postage rates and mailing requirements for postcards in Australia. Standard postcard sizes (like A6) are often the most cost-effective for mailing. Going over the maximum size for postcards can result in higher postage costs, so keep that in mind when planning your print run.
Stock and Finishing Options
When it comes to postcard printing, the type of stock you choose can make a big difference. A glossy stock makes colours pop, while a natural texture such as cotton paper gives your postcard a more premium, tactile feel. The right choice can help reinforce your professional brand and brand identity.
Working with a Commercial Printer
Collaborating with a commercial printer makes it easy to bring your postcard design to life.
Downloadable templates and resources can streamline the design process, ensuring a professional-looking postcard that grabs attention and conveys your intended message. Ask your printer if they provide these tools, or allow our design team to help you stand out and effectively communicate with your audience.
Postcards that make an impact
From compact postcards to large postcards, the right postcard size and design can make all the difference in your marketing campaign. Whether you’re looking to use them for direct mail, event announcements or as part of a loyalty program, postcards are a cost-effective way to communicate with your audience.
With these postcard design tips and postcard marketing ideas, you’ll be able to create high-quality, impactful postcards that not only stand out but also deliver results. Design your next postcard campaign today and let this versatile marketing superstar work for you. Contact us to get started.
