How To Achieve Postcard Marketing Success
People choose to send postcards to their friends and family while on vacation because it’s a simple way to deliver a quick message. A beautiful image on the front with a quickly written note on the back allows the recipient to enjoy the piece the moment it is pulled from the mailbox.
A similar practice plays out when a business uses a postcard marketing campaign to deliver a message into the hands of prospective buyers. An appealing image on the front with a compelling message and call to action on the back allows the business to target readers and prompt responses.
If you tried using postcards as a direct mail medium without much success, here are a few tips to help make your next campaign a winner:
Pay Attention to Your Design
Four color printing will increase the cost of mailers by a significant amount. To keep costs low, implement a simple two-color design that will appeal to your target audience and be easier on the business budget.
Lose the Sales Pitch
Postcard marketing works best as a two-step process; never attempt to close a sale directly from your mailer. Secure the best results when your message convinces the reader to take immediate action. Your personal message should communicate the benefits of your product or service and utilize the remaining white space to motivate your prospect to inquire for more information.
Deliver the Right Message
Delivering the right message is essential to guarantee maximum response. Get this part wrong and your direct mail campaign will fail miserably. To be successful – your message should be brief, easy to understand, and personal.
Choose a Targeted List
Direct mail success will happen as a result of sending your message to qualified prospects. Naturally, your goal would be to identify this niche group of buyers. Your list should consist of a group of people who share common traits such as buying habits, where they go on vacations or other important factors. The main idea is to focus on these “common traits” to create the most effective list for your marketing efforts.
Use First Class Mail
A postcard mailer moves through first class mail just like a stamped envelope and takes slightly more than 4-6 days to be delivered, but it’s faster than standard mail and yields better results. Keep in mind, size is important in relation to the cost of the postage. Meaning, your postcards should measure no more than 4.25 inches by 6 inches to qualify for the best rates.
Remember, when using postcards to deliver your message, be brief. Don’t overwhelm your reader with too much information. Just focus on delivering a single message and use the postcard to emphasize it.
These fundamental tips will help you achieve postcard marketing success. I highly encourage you to implement them if you’re looking to produce better results from future direct mail campaigns. Simply put, it’s the smart choice in today’s competitive market.
Word Count: 489
Copyright © 2011, Bonnie Gean, All Rights Reserved