Direct mail postcards are not just about sending coupons. Today, postcards offer so much more. And their response rates are extremely high. They can be twice as high as email, display ads and paid search ads. They are an excellent way to engage potential customers and make quick and concise offers for a wide variety of products and services. Before you begin a postcard direct mail campaign, you will need to know what a successful campaign looks like. You will want to analyze a variety of offerings for your prospect that will attract them as official leads. The following is a list of some examples on how to create postcards that get attention and get the phone calls coming in.
Pictures, artwork, imagery of any kind used in a direct mail postcard campaign make people feel an emotion and it makes them relate to the image. Pictures that show people interacting with a product makes a connection to the viewer. It causes them to feel themselves using it. Using a human being in a happy situation using the product being promoted allows the viewer to step inside the situation. A picture of your target market should be the people center to the imagery theme. This helps potential customers picture themselves using your product or service. With an added element of bright, vibrant colors and an enthusiastic situation, the receiver will want to be a part of the fun. So, use imagery mixed with emotions and send it to the right audience and they will be on board with the product.
The copy or words that you use in your postcard should be all about the benefits of the product or services that you are announcing. This will show the value of the product and service to your targeted audience. A clear and focused statement of the benefits should be the centerpiece of the postcard.The imagery will justify the statement. It should sum up the purpose in one sentence. In smaller fonts you can expand on the details of the service or product. Make your core message and the value obvious. And then, you can lay out the specifics that entice people to buy.
Promotional offers are the pathways to get the postcard viewer to buy. The easiest way to get them to the purchase platform is with a link that goes directly to a landing page. Target the Call to Action message to a specific product and bring them to the landing page where they fill out the order form with their contact information and form for payment. This landing page can measure both the amount of traffic generated and the number of people who make a purchase. The goal of any direct mail postcard campaign is to bring in more revenue than was spent on the campaign. So, make sure to link your message and product to a landing page to measure traffic while also using a coupon code to measure the number of new customers
There is a common thread in all direct mail pieces and that is the imagery. When someone pulls a postcard out of the mailbox, it is the imagery that they will see first. And with that split second that you have to catch their attention, you need to have a piece of art, photo or graphic that causes them to have an emotional response, one they connect with. Once that happens, you have them for a bit longer where you need to have your message and call to action in one sentence that stands out. This is how a great offer and response are born. And this is how a postcard direct mail campaign becomes a success!
Postcards are a great eye-catching, tangible marketing tool, formatted to your specific preferences and needs, with endless customization in a multitude of sizes – regular, oversized, and custom cut. We at Everest Direct Mail and Marketing, can create colorful, attention-grabbing designs with your images, logo, and any content you’d like to include – using your own design or one created uniquely for you by our talented and experienced designers. Postcards give a marketing advantage because they allow room for brief, targeted content; they’re an easy read, meaning less of a chance a client will get bored reading it, and no need to worry about open rates. Capture prospects’ attention through the visibility of a customized, colorful postcard in their mailbox and watch your response rates soar!
