Marketers have used postcards in their marketing campaigns for decades. Postcards have a number of important advantages over other types of mail, from lower mailing costs to better response rates. While the decline in overall mail volume has led some companies to question the value of the postcard, there is no reason to give up on this staple of the advertising world.

Postcards are a part of American life and American history. These small and seemingly insignificant pieces of colorful cardstock have captured moments in time for decades – memorializing buildings, people and places that are now long gone.

Everyone who has ever gone on a vacation has picked up at least one or two postcards to mail to family and friends back home. But many vacationers also pick up postcards for themselves, using them to decorate their billboards, refrigerators and other places long after they have returned home. Scrapbookers often use postcards as well – to capture special memories and pass on bits of history to new generations.

These alternative uses help to keep the postcard alive and relevant in the modern world. Postcards can seem old fashioned, but they remain extremely popular with vacationers and those who want to create cherished memories.

Postcards also remain popular for businesses, and they can be extremely valuable as marketing tools. In recent years, as everyone else has turned to email and web-based marketing, some smart companies are turning to postcards to get noticed. With email boxes bursting at the seams, a simple postcard is often able to cut through the clutter and generate excellent response rates.

These simple postcards can be effective even if they never see a mailbox. Companies can use strategically placed postcards throughout their businesses to generate interest and call attention to product specials. A postcard placed just inside the front door can draw the eye and welcome reluctant customers inside. Business owners can hand out postcards to customers as they enter the store, or include a postcard (and a discount good for a future order) with every purchase.

Marketing a business can be a real challenge, and it often takes a combination of advertising methods to break through the clutter and get the attention of would-be customers. Postcards have a role to play in any smart marketing strategy – whether you place those colorful cards in the mail or use them other, more creative, ways.