The general rule is that you should mail as often as it's profitable for you to do so. Depending on the type of business you're in, you can probably mail as often as every month or two, as long as you are giving the recipients something of interest. The main thing is to determine what you can afford to spend to make a sale and keep mailing as long as it is profitable.

Should I mail a regular size postcard, or a jumbo?

Your mailbox is likely to receive cards and letters in a variety of sizes. You are competing for the attention of your recipient and a larger format makes your mailing stand out. It also gives you more room to tell your story. On the other hand, a simple message can be very nicely presented on a regular size postcard.

if you want to know for sure which is best for you, try testing half of your mailing with a large size card, and half with a standard and you will learn what works best for you.

How much information is too much information on a postcard?

Many people feel that as long as they are paying for the space they should use every bit of it. There are a number of reasons why this is usually not a good idea.

A cluttered postcard is difficult to read and the reader may not take the time to do so.
White space (or 'blank' areas) makes the copystand out better and gives you a better chance of making your point.
Don't make too many points on a single postcard... you want to state the main benefit and perhaps another one or two, depending on what you are selling.

If you're still not convinced to trim it down, why not do a test? Take half of your cards and design them with a lot of information on them. Take the other half, and 'de-clutter' it. Be sure you provide a code, or a different phone number, for each test so that you can identify which card the respondent received. then let the marketplace answer the question as to which one works best.

What response rate should I expect from a mass mailing of postcards?

Although this is a common question, there's no standard answer to it. There are many, many variables that affect the results of a mailing. Among them are your offer, your timing, the list you use, your copy and your layout. Look at it this way: What are you trying to accomplish and what can you afford to spend to accomplish it?

Don't get hung up on rates of response because it is possible to get lots of responses but not make any money if the numbers aren't right. It is important to determine the kind of response you will need so that your mailing makes sense for your particular business. You're likely to learn that you can do very well with response rates that are lower than you first thought necessary.

Do I have to mail in four-color or will black and white work?

We live in a world of color. Look at the mail you receive each day. Color attracts attention. Full color may not always be needed and the addition of a single extra color besides black will often lift your response significantly. Like most things in direct mail advertising, this is easily tested.

Should I pay the return postage when I mail a double postcard containing a Business Reply Card?

Absolutely! It will increase your response. Each time we ask a recipient of our mailing to do something, we need to make it as easy as possible. Remember that you are paying the return postage only on the cards that are actually sent back to you. To do this you need to have a business reply permit which is obtained through your local Post Office.