People who receive postcard marketing spend 28% more money and make 28% more purchases than those who don't receive the postcards. Out of everyone who receives postcards in the mail, 42% read or at least scan the message. Direct mail isn't the only form of marketing your business should utilize, but it should be included in your overall marketing campaign for these reasons.
Are you looking for ways to improve your postcard marketing strategy? Print marketing will give the word out about your business, but there are several things you can do to ensure you convert leads into sales. In the guide below, you'll discover several ways to make your postcard campaign stand out above the competition.
Continue reading below to find out more!
1. Make the Postcard Personal
You want to do more than add the recipient's name on the postcard. You want to make it a truly personalized experience for them. To do this, you need to know your target audience.
Research your target audience before creating a personalized postcard for them. Take the information you gather about your target audience and use it to create personalized messages, offers, images, and more. You don't want the recipients to feel as though they're receiving the same postcard they receive from many other businesses.
For example, you can show a picture of a real customer and their testimonial. You can also consider printing a photo of the CEO of the company with a personalized message.
2. Choose a Message to Give
What message do you want to give to your recipients? Take your time deciding on your message before you create your postcard, because postcards give you limited space to work with. For this reason, your message needs to be short, simple, and to the point yet powerful.
Think about what you want your customer to do after reading the postcard. If the point of the postcard is to promote a special offer or deal going on within your business, then this is what you want to focus on. If your business has opened a new location, then speak only about that.
If you try to focus on more than one topic, then you could run out of space or risk not being able to say everything you want to. You can always send out another postcard for a different message in the future.
3. Make the Header and Call-to-Action Stand Out
When designing your postcards, you want to make sure the header and call-to-action stand out. Make sure the heading is clear and says exactly what the service is or what the solution to the recipient's problem is. You want to avoid being too vague with your heading because many people will quickly scan the postcard before deciding if it's worth keeping or not.
In that quick scan, you want the recipient to know exactly what's being offered. The less they have to read before getting the main message, the better. You'll also want to include a call-to-action that'll help convert these leads into sales.
Your call-to-action should be what you want the recipient to do after reading the card. This might be to schedule an appointment, visit your website, enter a code for a discount, or contact you directly. Make sure the call-to-action is short and to the point so you can use it multiple times on the postcard if desired.
4. Print Clear and High-Quality Images
The images you use on the postcard should be relevant, clear, and of high quality. The image used on the front of the postcard needs to do two things: attract the recipient's attention and communicate your message to them. A major mistake when creating postcards would be to only focus on one of these aspects.
Once you find an image that's relevant to your message, you then need to ensure it's clear, of high quality, and has pops of color to help it stand out. Consider investing in professional printing services for high-quality postcards each and every time.
5. Give Receivers a Special Offer
When using print marketing, it's almost necessary to always include some type of offer. Imagine receiving a postcard in the mail from a business, and it only states the services provided. You might not be too interested in looking more into the company.
However, if you receive a postcard in the mail with a special offer on it, then you might feel more inclined to research further whether that's making a phone call, visiting a website, or something else. This offer is going to be what encourages the recipients to go through with the call-to-action.
6. Provide Contact Information
We know you're short on space, but don't forget to save room for your contact information. You don't want to forget to include a phone number, website, physical address with hours, and an email address. It's ideal to include your company logo as well.
7. Track Its Performance
Don't forget to measure the success of your postcard campaign as well. Know how many postcards you sent out, what your goal was, and if your goal was reached. You can use a specific discount code or QR code to easily track your campaign's success.
Use this data to then make changes as needed.
How Can You Improve Your Postcard Marketing?
Postcard marketing is an essential part of any business's marketing campaign. To ensure yours receives the highest return on investment, you want to take the time to perfect it. Use all of the helpful advice and tips listed above to get started.
Then, contact FAS Postal Services. We offer customized print marketing services to meet all your direct mail campaign needs. Contact us today to get started.