While it is often classified as ‘junk mail’, direct mail is actually one of the most effective and economical ways to get your message across to your target audience.
Postcards for example, are one of the best forms of direct mail due to their eye-catching and personalised nature. Unlike letters, postcards don’t need to be opened and they communicate information in a visual way. Here are five simple yet practical tips to help you get the highest returns out of your postcard marketing efforts.
1. Choose the right mailing list
Your marketing campaign should follow the 40/40/20 rule, which means;
The list you choose to mail is of utmost importance and you will need to target potential customers according to your market research. Marketing efforts are useless if you are not targeting the people who are most likely to benefit from your product or service.
2. Know your competition
It is useful to know what your competitors are doing and how it is working for them. Be as objective as possible about your own business and try to work on your strengths relative to the competition. The message you deliver should ideally focus on your company’s advantages; such as a competitive price, the quality of the product, opening hours, speed of service or additional offerings. If you don’t think you have a competitive advantage, create one!
3. Offer something that your audience will consider valuable
Readers won’t act on something if they don’t think it is worth their time. If you have a great offer they won’t be able to resist, the chances of them using it are much higher. Buzz phrases like “buy one get one free” or “half price” have been known to work extremely well. Ensure the offer is prominently displayed across your postcard and that you have a clear call-to-action towards the end of your copy so the reader knows to act ‘now’ as opposed to ‘later’. Include an expiration date to add urgency.
While you shouldn’t spam your customers with the same postcard every week, it won’t hurt to mail them a few times to make sure they didn’t overlook your promotion or ‘accidentally’ throw it out. People’s circumstances change often. A person may not consider calling pest control until their home becomes infested with creepy crawlies! By mailing postcards related to your business frequently, you’re more likely to reach a customer when they need you. You should also consider adapting your postcards design seasonally to keep the look fresh and relevant.
4. Grab the viewers’ attention
You should opt for a strong, bold headline that considers the readers’ point of view, for example; “get gorgeous skin” is much more appealing to a viewer than “buy our skincare product”. Make the text easy to read, use a captivating image and emphasise all the key benefits from the consumer perspective. Your postcard should highlight only the most important points of your business; trim it down as best you can. Highlight the customer benefit, and use words like ‘you’ and ‘us’ to further personalise your postcards. Ensure you have at least two forms of contact near the call-to-action. A toll free number works best (don’t create barriers that will discourage customers from contacting you).
5. Test and analyse
And finally... always measure and keep track of your efforts. You may be doing well, but you could be doing better. Experiment with your design, mailing lists, frequency and timing, offers, images and headlines. Compare and record results – remember, successful marketing is a science as much as an art. Over time you will have a fool-proof formula for success that is tailored to your business (because you tested it yourself!) You’ll be able to find out your most effective offers, best customers, average order amount per customer, the time of year that works best and the most effective mailing list.
This is a sponsored article from: Vistaprint empowers more than 13 million micro businesses and consumers annually with affordable, professional options to make an impression with range of products including customised business cards, postcards, invitations, T-shirts.