There are many factors to consider when planning a postcard design. Whether you choose to go with a business postcard service or produce and mail your own postcards, you need to make decisions, many of which affect the cost as well as the effectiveness of your postcard mailing.

The following choices affect the cost of business postcard printing and mailing:

1. The size of the postcard will affect not only the cost of printing but also the rate of postage;

2. Your choice of whether to use color and whether to use a glossy coating will affect the cost, whether you print them yourself or use postcard printing services;

3. And your choice of a mailing list and whether you mail the postcards yourself or pay to have them mailed will have an effect on the mailing cost.

Action Steps for Successful Business Postcards
The best contacts and resources to help you get it done

Find online help to make your own printable postcards

Companies that make computer printers and paper products provide help at their websites for customers who want help making a nice looking postcard. Templates are available that give you a pre-made design that you can change and customize by adding your own company's information. You can use online and downloadable software that make it easier to make a nice postcard.

I recommend: Use the interactive HP Creative Studio to create a custom postcard for your business at the Hewlett-Packard website. Download Adobe Acrobat templates for postcards from Xerox. Pick one of four free helpful ways to design your postcard from Avery Dennison, including templates, online software and downloadable software.

Get business postcard services including help with mailing

Mailing comes last in the postcard distribution process, but plan for it early in the design process. You can mail postcards of a certain size using the postcard postage rate, but larger ones require additional postage. When designing the postcard, leave room for the mailing label and postage and plan the front with no essential information at the bottom, since the post office sometimes affixes a bar code sticker in this area.

I recommend: Choose from a number of mailing services and information on mailing postcards from Modern Postcard. Buy a mailing list to use in mailing your postcard from PrintDirectForLess.com. Determine the size limitations for using the postcard stamp instead of the regular first-class stamp at the USPS website.

Get tips on writing copy for your business postcards

Writing marketing copy is more than just getting the grammar right. Learn how to do it by reading online tips, if you are serious about making the most of postcard printing.

I recommend: Get tips on writing and mailing marketing postcards from FrugalMarketing.com. Find links to several helpful articles related to writing and mailing marketing postcards at Business Know-How.

Tips & Tactics for Best Practices on Business Postcards

Helpful advice for making the most of this Guide

• •  Some postcard printers also provide mailing services. Be sure to include your company's return address so you can assess how many undeliverable addresses are on your mailing list.

Many small businesses turn to postcards as an alternative to the high-cost of display advertising, Yellow Pages ads or full-blown direct mail pieces. Small businesses use postcards as part of a direct mail marketing campaign to help promote their business, events or reach a targeted audience. Once you've decided postcards are the way to go:

1. Find out when, where and how to use postcards.
2. Look for help with postcard design.
3. Try your hand at making your own printable postcards
4. Search the Internet to compare printing prices. Compare these prices to those at local postcard printers.

Action Steps
The best contacts and resources to help you get it done

Determine if postcards are right for you

Assess your marketing needs to see if business postcards will help you achieve your goals. Postcards can help you test market a new product or offer, as well as drive traffic to your Web site. You can also track the results of your mailing campaign by assigning a specific discount code or sending potential customers to a unique page on your Web site created specifically for a particular offer or product.

I recommend: Check out Postcard Marketing Secrets and Chuck Green's Ideabook for templates and creative ideas for your marketing campaign. Find direct-mail marketing consultants at Business.com.

Get postcard design help

Take advantage of Web sites offering postcard design help. Your postcard shouldn't try to include every detail of your offer. Eye-catching graphics and a brief summary of the main points of your offer are more likely to get the attention of potential customers.

I recommend: Get professional help with your postcards through a full-service shop such as Track Marketing Group, Creativepro, Positronic Design, PostcardMania and Small Business Printing.

Compare postcard prices

Post card design and printing prices will vary according to the size of the postcard, whether it is going to be printed in black-and-white or color and the print quantity. Some sites even offer free printing to attract you as a customer.

I recommend: If you're looking to have business postcards printed for free try VistaPrint or Bestprintingbestprice.com. For a list of competitive postcard printers, see Business.com.

Make your own printable postcards

To make your own printable postcards, download templates from the Internet that will work with design software such as InDesign and Quark. Or take advantage of free online postcard templates to make printable postcards.

I recommend: PsPrint offers free postcard templates for printable postcards. Try OvernightPrints if you want 24-hour turnaround on your postcard order. For a 48-hour turnaround, use 48hourprint.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Decide who you want to target with your postcard mailings and how many mailings you will require. Remember, frequency is best.
• •  Design is important. Many Internet sites offer design for printable postcards, printing and even mailing assistance.
• •  Carefully research the Internet for a site that meets all your needs. Remember to check out the turnaround time promised by postcard printers.

Postcard printing is all about finding the best way to order a postcard from one of the many online printing firms on the Internet. Websites make it easy to obtain custom printed marketing pieces, including postcards, without leaving your office. You can choose a website that offers pre-designed templates, create the postcard file yourself on your computer or use a printer that has an interactive design application on its website.

Steps to getting your business postcards printed online include:

1. Write copy for use on the postcard;

2. Choose a postcard size and decide whether you will use color on the front, back, or not at all;

3. Determine the quantity you need printed;

4. Check prices and options and choose a postcard printing service;

5. Design the postcard or use templates;

6. And check and approve the online proof and place your order.

Action Steps
The best contacts and resources to help you get it done

Choose a printer that offers postcard design templates if you need design help

This is probably the simplest method of business postcard printing. Choose this method if you want an attractive design but don't have the skills or time to design it yourself. Browse the design templates offered at each site to find one you like from the many attractive designs.

I recommend: Choose one of the pre-designed templates made by professional designers at My Postcard Printing and add your own company information, then order it online. Select standard or oversize postcards, then browse the designs at VistaPrint and insert your custom information.

Upload your own design to postcard printing services

If you have design skills and experience or have staff members with these skills, this option gives you the most control over your postcard design. Read the price options: most printers have a standard price for full-color postcard printing, but this may or may not include printing on the back or address side of the card. Postal regulations dictate where you can place a mailing label and postage, and the post office may affix a bar code sticker onto your card, so keep this in mind when planning your design.

I recommend: Upload your own design, choose options and turnaround time and get an instant online price quote at PrintingForLess.com. Choose a size, color options and file format, view file format specifications and upload your own design at Postcard Press.

Order from postcard printers that provide online interactive design applications

Several providers of postcard printing have interactive design tools right on their website. These tools give you control over placement of elements and text, font size, style and color and other design choices.

I recommend: Use the Flash interactive designer or the classic interactive designer to design your custom postcard online at Overnight Prints. Choose one of the photos and customize your postcard using the interactive online design application at Art Tec Prints.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Want to create and upload your own business postcard design but are unsure if you're doing it right? Contact the technical support staff at the printer. They can look at your file to assure you have formatted it correctly.

If you are a business owner who wants to market your business with a direct mail postcard, then it is necessary for you to understand postcard printing key terms. The printing process is a very complex business, and extends from pre-press to printing. To get the desired printing result, you need to set up your files the right way.

Even if you decide to have the pre-press done by the printing company, you still need to understand the process. When working with a printer, the client needs to sign off approval on everything.

Action Steps
The best contacts and resources to help you get it done

File specifications and file requirements

This refers to the requirements the printer needs to produce your print project from a file. Specifically, there are certain types of software that printers use, as well as design techniques.

I recommend: Next Day Flyers gives direction on the specifications it requires for Photoshop, Illustrator, InDesign and QuarkXpress files.

Process/CMYK color vs. spot color

Process colors describe the mix of cyan (C), magenta (M), yellow (Y) and black (K), needed to produce color. Spot color, in contrast, is the use of individual, exact colors. The former is used for full color images, such as a photograph. The latter is used for images less than four colors, or used in addition to process color, if a logo calls for exact colors that process color cannot match.

I recommend: Printing Industry Exchange gives a more detailed description on the differences between process and spot color.

Varnishings, or coatings

Varnishing is used to add a finish to the look of your image, and protects the ink coverage of your image. Varnishing comes in many finishes, including glossy and matte. Additionally, spot varnishing can be used to create special effects.

I recommend: Andreoni.com offers information on how spot varnishing can enhance your projects.

Blueline, digital and matchprint proof

A proof is a replica of the finished product. If a couple of colors are used, then a blueline proof is offered with accompanying color swatches. Bluelines are also used to check for design accuracy and placement. With a full-color job, a digital or matchprint color proof is offered for approval.

I recommend: G2 Graphic Services provides more detail on the different types of proofs available for viewing and approving designs prior to printing.

Stock

This refers to the paper you use for postcard printing. Stock comes in both text and cover options, as well as various colors and textures, although cover stock is used for postcard printing. There are certain weight classes set by the postal service; the heavier the stock and larger its size, the more it will cost to mail.

I recommend: ThePrintGuide.com provides information on choosing the best stock for postcard printing.

Digital printing

This is the method of printing used to print a small order of postcards. Digital printing is more cost effective for small runs because it requires less setup than a full printing press.

I recommend: Business of Design Online offers a very extensive comparison guide on the difference between digital vs. press printing.