The first postcards were not designed to be postcards at all. The main idea originated from envelopes with significant pictures printed on it. The first card to be sent using the United States Postal System was in 1861; privately printed and copyrighted. The first considered postcard was first patented by John P. Carlton, a Philadelphia native. He sold the rights to the owner of the postal card, H.L. Lipman in 1861, however it did not have any significance with postcard marketing. Many postcards were derived from greeting cards. In 1870, the first predecessor of the modern post card was printed and it covered historical issues with the Franco-German War.
Modern postcard marketing officially started on Europe in 1872. In Great Britain, the first postcard advertisement appeared, however it was only in black and white. The first multi-colored postcard was printed in 1889. However, at that time multi-colored technology has not yet fully developed, as a result multi-colored printing was expensive. Hence, multi-colored postcards were expensive and was not popular.
Postcard marketing in the United States did not develop immediately because of early postal regulations, making it difficult to make attractive advertisement on postcards. However, due to modernization, the dawn of the modern cost-efficient technologies, postcard marketing was born. Common problems regarding early postcards were: Multi-color printing of quality post cards, Messages were only printed on one side of the postcard (in the side with pictures or illustrations), undivided back used only for addressing, expenses created by postcards, were nearly the same as mailing a letter, etc…
In Europe, the first modernization of postcards begun due to the changes in regulations and designs, making it more cost-efficient and inexpensive advertising medium and in production of postcards. United States gradually followed the trend of modernizing the postcard marketing system: A divided back which allowed for a message and address, no longer requires the identification phrase which creates more room for messages. And due to modernization, the cost of sending privately printed postcards are sent less postage, making it less expensive. Better quality paper, decreased prices of multi-colored ink and in the printing process of the postcards; makes it the most cost-efficient advertising medium available today.
Basic modern postcard templates:
1. Greeting card – used to send out greeting to families and friends. This type is appealing to customers, due to the special event or special day of their lives, which they will receive the postcard. Special and creative designs will help them be treasured by their clients.
2. E-Card – based on regular pattern of postcards, created digitally and is sent through the Internet. However, it is intangible, as a result printed postcards is still favored.
3. Advertising postcard – basically known as postcard marketing. It helps in business to promote events and gimmicks. It also helps to remind people about the existing product. May also contain information for interested clients.
4. Travel postcard – available in different tourist destinations all over the world. They may either collect or sent to friends while they are away.
5. View cards – intended for collectors and may contain pictures of places, people and different sights. May be also traded with different people. This type of cards has historical significance.
6. Art cards – used by artist as their portfolio, can be printed like photographs or paintings that are to be printed on postcards.
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