One of the best ways to use direct mail is to use postcards. Postcards are an inexpensive way to get your message in front of potential customers, and when done well, they can produce great results. How do you design a direct mail postcard that moves people to action? Read on to find out.
1. Keep it simple
The first rule of thumb is to keep it simple. Your postcard should have a clear and concise message that is easy for the recipient to understand. The last thing you want is for your postcard to end up in the trash because the recipient didn’t get your point or see the relevance immediately. So keep it simple and to the point.
2. Create different messages for different target audiences
While full personalization (each piece speaking directly to each recipient individually) is highly effective, it may not always be practical. Fortunately, dividing your audience into targeted segments gives excellent results, too. You will speak to parents with young children differently than you do single adults or empty-nesters, for example. Or talk to men differently than you do women. By segmenting, your copy will be more relevant, increasing the chances that your postcard will be read and acted upon.
3. Use eye-catching images
Another critical element of creating an effective postcard is using eye-catching images. With a postcard, you have limited space to get your message across. Studies have shown that people process visual information 60,000x faster than text, so when space is at a premium, let images help tell your story.
4. Display your logo prominently
Your logo is your brand. Don’t hide it in the corner; make sure it stands out so that it is clear exactly who the postcard is from.
5. Stand out
Don’t be afraid to be different! If your postcard is a different shape than the rest in the pile of mail, it’s more likely to be noticed. Take advantage of creative marketing services and send out a double-sided postcard or one using a different type of cardstock.
6. Proof and proof again
Make sure every detail of your postcard is correct. The last thing you want is to send out 20,000 postcards with the incorrect phone number or business address!
7. Know your audience
Studies have shown that 91% of mail is always picked up by the same person and 80% of those people are women. It may be time to soften your imagery to appeal to those who are viewing it the most.
8. Don’t forget the Call to Action
Make sure you include a call to action. This is a step that many businesses overlook, then wonder why their results are disappointing. If you’re running a sale, your CTA might say, “Visit our website today and use promo code XYZ.” Without a call to action, people may set down the postcard without ever taking the desired steps. Don’t assume your audience will act. Always include a CTA!
9. Print with quality
Who prints your postcard is just as important as the design itself. PMI can handle your postcard from start to finish. Our high quality printing can’t be matched and our experts will design the perfect promotional products for your business.
Postcards can be a great way to reach your target audience and generate leads. To get great results, you must keep it simple, mail to carefully selected targeted audiences, use eye-catching images, and include a powerful call to action. Follow these tips, and you’ll be well on your way to designing postcards that get results!
With our team of design-driven experts and over twenty years of experience, we provide quality creative marketing solutions to businesses, and our team of professional experts is ready to help you find new ways to connect with current and future clientele. Reach out to us today, and let us help you find new ways to reach your customers.