The Key to Effective Direct Mail: Choosing the Right Postcard Printing Partner

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February 25, 2025 Marketing

A middle-aged man with a cowboy hat and a khaki leather jacket laced with natural white fur is looking at the beautiful scenery of a far remote forest up North during the winter season. Behind him is a wooden cabin, his eyes are captivating, his smile nonchalant and the poster reads “Come to where the flavor is”! Believe it or not, it’s an old poster for cigarettes, more specifically for a brand that changed public perception of smoking altogether; Marlboro cigarettes. The cool, good-looking, and mysterious cowboy became a well-known figure man aspired to be. It was supposed to send a message shaping public opinion and making smoking a trend for decades to come. The strong, independent, and masculine image of the cowboy is what would usually come to one’s mind when thinking about buying a pack. It’s interesting to think how much advertisements affect us, and although nowadays most marketing is social-media-based and digital, these pictures and posters are holding on to their fame and what they offer.

Direct mail, you’ve received them and seen them numerous times in your mailbox, thinking “Why would anyone still print these”? Yet, there’s something natural about holding a paper card in your hand while reading a well-written message followed by a specific pattern of colors and a nice logo of the brand in the corner. Some might argue their subtle messaging is less overwhelming than digital ads. The simplicity often fosters a far better emotional response among people, and you’ll find evidence of this in the cupboards of many homes as a lot of us never throw them away even though they expire. So, the question remains; what makes good direct mail, and how to choose a proper printer to truly capture your ideas and vision into a small rectangle piece of paper?

The Quality

No, it’s not all the same. The quality of the printing greatly differs and often comes at a cost. A high-quality postcard reflects your professional manners and what your company aspires to be. When we say quality, we mean looking at the paper, its texture, how it feels in your hand, the quality of the print itself, the colors, and even elasticity. If a drop of rain falls on the card and smears all the writing, it’s a bad print. If the colors fade after being in the Sun for a few days, it’s a bad print. And if the texture of the paper feels cheap and common, you’re lacking professionalism and your receptive audience might not feel as though it’s worth holding on to. Talk to the printer, if you’re planning on making this a long-term partnership, you’re more than entitled to take a tour through their facilities and look at the technology they have. What you want is durability and vibrant images that can be printed on the cards, as you’ll be sending them out into the vast openness of an unknown consumer audience. In life, it’s all about the first impression, as most of our subjective perception is based upon what we see first.

Mirroring

A proper postcard is supposed to mirror your intentions and what your business stands for. So, the need and option for personal customization is a must. Most printers do offer this, but many lack versatility in terms of choices and what they can achieve when it comes to specific requisites from the customer. So, what you’ll need to look after is modern direct mail printing that allows you to apply new and daring messaging on high-quality paper as the postcard you’ll be sending is reflective of your distinct identity. Various sizes, finishes, designs, templates, colors, and materials—a lot of options to choose from, until you find the right one for you and your business, is something a good printer should be able to offer you no matter what.

Audience

Remember, as you’ll be speaking to a broader audience, you’ll want to keep those loyal customers you’ve had a relationship with for years even closer so variable data printing is another feature modern printers should have as it allows you to make recipient-detailed postcards for the most loyal.

Time, Turnaround, and Logistics

Have you ever wondered why so many big companies and businesses choose specific countries for manufacturing their goods? Yes, to a certain extent the labor is cheaper no doubt there (we won’t get into the ethics of it) but in most cases, well-known manufacturers of many famous brands simply have the logic and capacity to make a big order fast and real-time without much effort or trouble. So, it’s the same with printing postcards for your business.

Keep in mind…

When looking for a proper printer, you’ll need to take into account their ability to turn around hundreds, maybe even more within a specific time frame that soothes your current campaign and they’ll need a proper delivery system to get them to your doorstep on time. Do we need to stress the importance of this, especially during the holiday season and special occasions when your direct mail and the message it sends are only available for a few days or a season? So, the perfect combination is someone more than capable of meeting deadlines without compromising quality and that’s what makes a good printer a great one.

Costs

Nothing that is high-quality is cheap. But there’s a big difference between a printer being expensive. Being costly is something you can settle for, it means the production costs are high so to cover their expenses and make a profit, they’ll need to charge for it. Being expensive is simply charging outrageous prices for a product half as good. So, when looking for a printer, look for someone who offers value for money, and don’t be afraid to pay a bit extra if it means you’ll get a better deal out of it.

Among all the other things, it boils down to their customer service and how well they approach each one of your requests. Professional printers also have a few designers who should be more than happy to help you find the perfect fit. And if it takes a bit more time, don’t feel guilty or the need to rush things as these postcards will be appreciated by loyal customers; you’ll remember them and maybe even keep them.