Be a Direct Mail Wizard: 8 Tips for an Effective Postcard Marketing Campaign

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postcard guy

Move over cyberspace, here comes old school physical space. Even though we all thought print was dead, tried and true direct mail still holds its weight in marketing. (And I thought we’d have flying cars by now!)

Whether wanting to attract customers, increase brand awareness, promote a cause or advertise business changes such as a new location, direct mail postcards have a proven track record that still works. According to recent research by Millward Brown, people process printed material better than cyber material.

Consumers were more likely to attach emotion to the physical postcard handled over the same material that was viewed online. In fact, their findings (PDF) concluded that often the online message was soon lost, and the marketing efforts wasted.

That being said, not all direct mail is created equal. Postcards lead the group due to their simplicity making them very consumer-friendly. This is great news for businesses, as they are also one of the most low-cost, easy to make types of direct mail. Warm up your wands and get ready to transform your standard mailing postcards into marketing magic with these 8 tips;

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consider over-sized postcards

1. Size does matter and yes, bigger is better – Oversized post-cards won’t get lost in your average stack of mail. They’ll hold their weight against catalogues and envelopes. Plus there’s more space for your message.

2. Less is more – It’s easy to want to try to cram as much as possible in the limited space available on a postcard. However, the opposite works in this case. It will only be glanced at for a dozen or so seconds, so don’t overwhelm your customer with too many details. Your message must be clear, concise and short. Use as few words as possible to get your point across.

3. Be direct in your intent Plan ahead for the purpose of the direct mail and stick to it. Limit one idea or sales campaign per postcard, build brand awareness, and include a clear call to action. (if appropriate)

4. Do use both sides of the postcard – Although one side will be used mainly for the address, there will still be space for pictures, tag lines and/or logos to help create a feeling. The opposite side should have your message, offer or announcement.

5. Be choosy about your mailing list – Once your marketing plan has been set, buy a corresponding address list. Know who you want to target. Your local U.S. post office will have options for you as well.

direct_mail6. Be exciting – Your postcard should stand out. Using good quality, high-resolution pictures that help convey your message will pull your reader in. Also, choosing clear simple fonts will help your reader get the message easily. Being entertaining or even funny is also helpful. You want your intended client to hold on to the postcard for as long as possible. Know your clientele’s likes and dislikes and try to incorporate that into the postcard.

7. Stick to what you know and outsource the restLacking in creativity? Not a graphic designer or marketing ace? If you answered ‘yes’ to these questions, maybe it’s best to let the experts handle creating your direct mail postcard. There are many online sites that have templates for you to choose from or even offer creating a new design for you. They’re only a click away.

8. Take advantage of a coupon – There are several top tier discount printing companies that will not only print out your custom postcards, but in most cases can even mail them for you from your mailing list. There are currently some great deals and coupons for postcards and direct mail at: VistaPrint, Overnight Prints, PrintPlace, PsPrint, & 123Print.com

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