As we use direct mail for individualized outreach to customers and prospects, best practices for targeting via individualized postcards continue to evolve.
Top 10 Tips for Creating the Most Effective Postcard
On two sides of 4 ¼ x 6 inch postcard, you can share a lot of information. With targeting being the most important component of any marketing campaign, be sure your creative speaks to that audience. Use people and lifestyle imagery versus stand alone products to enable a deeper personal connection. Communicate to consumers like you are a friend and build a meaningful conversation with them. Create a captivating headline (and subheads), and make sure it is prominent. Consistent with all marketing, state the benefits versus the features of the product. And, don’t forget to tell the consumer who you are (logo placement) and what action you want them to take (CTA).
The real estate on the back of the postcard is just as important, if not more important than the front. Postal carriers will deliver back-side up, so this is what the consumer sees first. Start telling your story with the very first exposure. Are promotions necessary? They could definitely help but more important than promotions is maintaining brand consistency. If you are a promotional offer, offer a promotion. If you aren’t, then don’t. Send first-class mail. And of course, make sure they know how to reach you.
Take a look at the below infographic for more pointers on creating the most effective postcard for driving sales.