Postcards can be an effective marketing tool during tax season if targeted precisely to existing clients and used to build brand recognition.

A thread on the LinkedIn discussion group Tax Business Owners of America has recently explored the topic, beginning with a preparer whose two mailings of some 6,000 postcards netted 24 returns ("It did pay for itself," he noted). The data was used to focus on who responded and who didn't and to tighten list criteria and increase to six mailings.

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