How To Unlock the Benefits of Direct Marketing with Postcards
US Presort Team
July 12, 2016
By reading this article, you will learn how to maximize the benefits direct mail postcards offers.
If you have read our previous posts, you are probably already almost a pro in direct mail and know that different industries and market segments require different mailpiece formats and offers.
Postcards are a wise choice medium for delivering a brief message that can be presented openly in a small space. They are an excellent choice to let your customers or prospects know about sale, special event or just drive traffic to your newly redesigned website. We will dig deeper into the benefits of using postcards for your direct marketing efforts in this short but very helpful article.
One of the greatest advantages of using postcards for your direct mail is that you don’t have to worry about them being discarded without being opened or read. Postcards, unlike mailers sent in envelopes, are delivered already open, and attract the recipients attention right away.
Another benefit of direct mailing postcards is that they are the least expensive direct mail format, both to print and send. By using postcards for your direct marketing efforts, you will save money and have a greater chance of your message to be read. Because the postcards are inexpensive, you will be able to afford to test varying offers and artistic strategies.
One more huge advantage of the using postcards as a direct mail piece is that cards up to 4 1/4 x 6 inches carry a significantly discounted first-class postage rate which is crucial if you need to deliver a time-sensitive message.
Follow these simple pointers and you will notice the response rates rising in your next campaign.
1. USE UNUSUAL SIZES or PAPER STOCK
Consider sending out a different size - wider or larger. It will stand out among the bunch of mail. But be careful and follow the postal office standards and regulations. If you are not sure, send us your artwork, and we will evaluate at no charge. We know the USPS® rules and will guide you how to create the layout and design which will work the best for your offer and the same time will be processed at the best possible rate.
2. KEEP IT TARGETED
To keep your postcards targeted, do not send your mail to a couple of thousand businesses in your area and hope that one of them will take the effort to respond. A better technique is to target a particular group by using characteristics. For example, if you have unique service or product to offer that you know will benefit accountants and tax consultants significantly, then obtain a list with such companies in your desired area and send your mail only to them. Whatever groups you wish to target, come up with something that will appeal to that group and will make the reader understand that you have knowledge in their area.
3. KNOW THE PERSON THAT MOST LIKELY WILL READ YOUR OFFER
If you have expertise with doctors offices, then create a message that will appeal to an office manager in a physician’s office, because he or she are the ones that take care of the Doctor’s mail.
4. POSTCARDS ARE MEANT TO BUILD “RELATIONSHIPS” NOT “SALES”
Your goal with direct mailing postcards is to trigger the recipient attention, so they respond to you. Write the copy with emphasis to the prospect benefits. Once you get the reader’s attention, you can focus on the efforts to close the sale.
5. KEEP THE CUSTOMER ENGAGED
The actual work doesn't stop with dropping the postcards at the post office! Try organizing seminars where you’re getting a group of people who showed interest in your message. These meetings for the people to meet with you and see what you have to say, which could result in making a sale. Another much simpler route is to offer free e-books, reports or white papers with in-depth analysis about their respective industry.
6. TIME IS OF THE ESSENCE
When you send out your direct mail postcards, you need to establish some urgency factor. For example, a limited time only discount. Otherwise, people might have an interest in your offer but store away the postcard for months and forget about it and your business. Your goal should be to get people to act now. It is best if you get the people trust you, and know you on a personal basis. You can accomplish this through one-on-one or group contacts where they can see you in person and find out what it’s like to work with you.
7. WATCH YOUR MAIL
Collect, study and analyze each postcard you receive. I am sure you are getting plenty ...
TIP to TAKE
The most common mistake marketers make when mailing postcards is that they design the front of the card beautifully and do not pay attention to the address side, which is the one recipient sees first! Be a smarter marketer and avoid this frequent misconception.
Design the address side of your #Postcard as Front. This is the side recipients see first!