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Article:
People Pleasing Postcards by: David Phillips Why are more retail jewelers turning to full-color postcards as a key form of promotion? The biggest reason is the simplest: You don't have to open a postcard. It won't get lumped in with all the direct mail envelopes that people toss without opening. If the postcard shows a very glossy, well-photographed picture of attractive jewelry, the recipient will very likely look at the picture and turn it over to see who sent it. She might well put it aside and think, 'Next time I'm near the store, I'll go in and have a look.' The postcard often sits out as an easy reminder of your jewelry store. Cutting Costs on Mailings When the economy is a bit shaky, you should increase promotion to keep your name in the minds of customers, but you also have to keep down your costs. To get maximum return for your marketing dollar, you can mail postcards up to 4 1/4 by 6 inches for between 17.5¢ and 19.5¢ each first class (the cheapest letter rate is 19¢ - 24¢). If you find the right company, you'll likely be able to have '5
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