In the era of high digital correspondence, it is easy to believe that such marketing approaches as direct mail are now out of fashion. However, in the competitive Singapore business environment a postcard printing is quite useful and an indubitably powerful means of communicating with clients.
With increased open rates, increased rates of personalization, among other unique reasons, postcard marketing does have merits that are otherwise missing in the digital channels.
But why are there still things like post card printing in the context of direct mailing in Singapore?
Higher Open Rates Compared to Email
One of the largest advantages of direct mail is that it is visible. Marketing researches conducted recently show that direct mail has an open rate up to 90 percent, emails have an average of 20-25 percent. Promotions and spam filters rarely sent the inboxes of Singaporeans to empty or more aggressive, with postcards printed on paper finding a direct path to the attention of your customer.
Postcards are made to be see-through, they do not need to be opened. Your message gets read touch by touch as soon as it goes into the hand of your customer with such a catchy headline and powerful design.
Tips! Keep your message short and benefit-driven. Make your offer visible in under 5 seconds.
Personalisation Tactics That Work Locally
Singaporeans like a touch of person which is particularly liked in a different cultural environment. Using a now more modern postcard, the variable data printing (VDP) enables businesses to print out postcards on a huge scale and personalise. Personalised postcards are more pertinent and reliable, because of using the name of the recipient, or basing messages on purchase history or neighbourhood.
Personalisation -Local Ideas:
- Interpret the meaning in foreign language to also establish a cultural resonance using Singlish expressions or greetings that are specific to dialect.
- Relevant to area of recipient (e.g. Special offer to Hougang residents).
- Install QR codes that direct to a customised landing page of desired language (English, Mandarin, Malay, Tamil).
Building Targeted Mailing Lists in Singapore
The successful campaigning is through postcard begins with an excellent list of mailings. In Singapore, companies are able to construct very specific databases with the assistance of:
- Current client information gathered in POS systems or CRM applications.
- Bought or hired lists of local data companies (make sure PDPA compliant).
- Participation of community activity or exhibition or business networks to gather opt-in contacts.
Separate your audience on the basis of demographics, lifestyle, location or buyer behaviour. The better your mailing list is the better your campaign shall be.
Design Tips for Memorable Postcards
Even in printing postcards design is everything. Amidst the junk mail, your post card should be eye-catching, as well as, strategic!
The Significant Design Factors:
- Catchy Headline: State what you are offering to them right at the beginning.
- Good-quality Pictures: Display your product/service using professional photographs.
- Powerful CTA (Call to Action): Go to the site, scan a QR code, or pay a store promo it should be unresistible.
- Fonts: make them readable, particularly to older viewers.
- Size and Shape: Have special size or die-cut shapes to draw extra attention.
Bonus Tip:
Make sure you add a time sensitive offer to enhance the response rates.
Combining Print and Digital for Maximum Reach
Although printing of postcards is a strong tool when operated separately, it is further strengthened when partnered with digital strategies. This omnichannel strategy will allow you to interact with customers across numerous points.
The ways to Integrate Print and Digital:
- Include QR codes to the digital coupons, landing pages, or WhatsApp chat.
- Monitor postcard performance by use of tracking URLs or UTM codes.
- Invite user-contacts to subscribe to your email or subscribe to your social media.
- Make Facebook or banner retargeting ads of visitors on your landing page.
This inter channel synergy increases participation, data capture, and ROI.
The Reason Why It Works in Singapore Market
The rate of penetration of smartphones in Singapore is high; however, there is a much lower saturation of physical mailboxes than inboxes. This brings about freshness and remembrance of direct mail.
Add to that the ability of Singaporeans to accrue to concrete offers, forms of marketing that are based on communities and of high quality presentation- and you have the best ingredients towards engaging the customer.
In addition, postcard printing is cheap. You can easily make small and medium sizes of batches with the right partner, you can create trial designs, and expand when necessary.
Frequently Asked Questions (FAQs)
1. Is postcard printing expensive in Singapore?
No, postcard printing is relatively affordable, especially for bulk orders. You can choose different paper stocks, finishes, and quantities to match your budget.
2. Can I personalise each postcard?
Yes. With variable data printing (VDP), you can personalise names, addresses, messages, and even images.
3. How do I build a mailing list in Singapore?
You can use customer databases, collect contacts through promotions/events, or purchase targeted mailing lists from reliable, PDPA-compliant providers.
4. What size is best for postcards?
The most common postcard sizes in Singapore are A6 (105mm x 148mm) and DL (99mm x 210mm), but custom sizes can make your piece stand out.
5. Can postcards be combined with online marketing?
Absolutely. Use QR codes, tracking links, or social media prompts to direct recipients to digital platforms and measure results.
6. What types of businesses benefit most from postcard campaigns?
Retail stores, restaurants, real estate agents, service providers, and local SMEs can all benefit—especially those targeting specific neighbourhoods or customer segments.
Conclusion
Even in the wake of the digital revolution, the practice of postcard printing is one of the mighty weapons in the marketing armory of Singaporeans. It is an effective avenue to touch your audience with a personal, very visual approach to reach out to your audience and with a strong implementation it would surpass email in both engagement and conversion.
Whatever the message is whether it is a seasonal promotion, the launch of a new product or even just to remind customers that you are still there post cards are quite cheap, can be creative and are also proven to work.
