The postcard: a quick, economical way to send a message.

With consumers' short attention span and the short deadlines for putting together marketing campaigns, postcards can be a way to get your message out.

No other mail format, except perhaps a small self-mailer, can compete with the economies of sending a postcard. The printing costs, depending on the graphic specifications, can be significantly less than a standard mail package containing a letter, brochure and envelope, perhaps by $l00 to $200 or more per thousand.

Lettershop services are lower, too, as there is no collating, inserting or sealing of the envelope.

The mailing also can go much faster because you probably will spend less time designing, writing, printing and inserting the various pieces in a standard package.

While the postcard is fast and relatively inexpensive, it has certain limitations that you must work with. For example, it requires short copy due to the limited space available. There is room only for limited graphics, perhaps a photo or a photo or two along with your logo. And, you cannot include a reply card or application unless you are using a double-card format.

One more disadvantage is that recipients usually recognize a postcard as an advertisement, so they may spend less time examining it than they would a standard letter package.

Designing the successful postcard

Use the postcard for its strengths and design around these shortcomings. For example, use it to promote appropriate products such at a certificate of deposit or money market account or anything not requiring long explanation.

For these products, you can target your audience very precisely by geography, age and even income or net worth. And the copy for simple deposit products doesn't need to be very long.

You can also try using postcards for promoting loans or more complex products, but be sure to use concise, to-the-point copy. It's a good idea to test them against larger format mailers for these complex products, as they may not draw as well. For example, postcards can limit the room you need to explain fully your home equity Man, mist service or new branch opening.

For graphics, start with the impression you wish to make. If you are primarily trying to attract attention, then large graphics and bright colors can be effective. However, if you are selling with a more serious tone, use more subdued graphics and longer copy to develop your message.

If you decide to use postcards as part of your ongoing direct mail campaigns, consider establishing a consistent layout format that reinforces your image each time it is mailed. The consistent format also will save you time in preparing each new card, as the photos, copy and disclosures can quickly be dropped into place.

Be sure to tell the whole story in your postcard. Remember that direct mail advertising is designed to generate a response ... and in the best case ... a sale. That means you need to give readers enough information to sell them on your bank and your offer.