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Author Topic: Color backs on postcards?  (Read 147 times)
Hesster
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« on: February 04, 2010, 07:29:48 PM »
Thinking about sending postcards as part of a follow up campaign for one of my niches. The postcards would be sent to marketing directors at high tech companies that I've already contacted over the phone. I've either talked to them directly and they've indicated interest, or I've left messages on their voice mail.

Grayscale printing on the back is included, but I'm wondering if it's worth the extra cost that the printer charges to have the address side printed in color. It's not that it's terribly expensive, only $30 for 1000 postcards, but no sense throwing away money if it doesn't make a difference in the response rate.

Has anyone noticed a difference in response from color vs grayscale printing on the back of a postcard?
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redandgold
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« Reply #1 on: February 05, 2010, 06:26:38 AM »
In this case i would suggest that you don't need a color back.

Color backs are usually suggested for "letterbox" campaigns where the postcard may land either side down on the doormat behind the letterbox.  color backs are used here so that the card has more chance of being read on the journey from doormat to rubbish bin.

In this case the postcard is likely to go through a secretary or assistant first - and so arrive on the desk of the marketing director face up with his/her other post.

Of course this is just my opinion! Hope that helps

Nicola
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Nicola
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Mr. Subtle
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« Reply #2 on: February 05, 2010, 07:53:28 AM »
Quote from: Hesster on February 04, 2010, 07:29:48 PM
Grayscale printing on the back is included, but I'm wondering if it's worth the extra cost that the printer charges to have the address side printed in color. It's not that it's terribly expensive, only $30 for 1000 postcards, but no sense throwing away money if it doesn't make a difference in the response rate.

Extra cost? Most printers hardly charge anything when going from a 4:1 to 4:4 postcard. My printer charges a whoppin' $1.00 premium to go 4 color both sides.

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Hesster
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« Reply #3 on: February 05, 2010, 01:59:14 PM »
I bought business cards from an online printing house using one of their graphics templates. They had matching postcards so I figured I would use them and present a unified look to my campaign. One of these days I'll get a graphics designer to design me something from scratch. For right now if I want the same theme, I need to use the same printer and they charge extra for 4 color reverse sides.

The price is still good even with the extra ($75 for 1000 postcards) so it's not like it would break the bank. I just want maximum ROI.
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