In the age of the internet, many businesses have chosen to forego physical media in favor of online marketing options. Though internet marketing is effective, one survey conducted by Millward Brown, a leading global research agency, found that physical media left a “deeper footprint” in the brain. Someone must be seeing the value, because in 2010 alone $153.3 billion was spent in the U.S. on direct marketing.
Direct mail campaigns were revolutionized in 1872 with the first Montgomery Ward catalog which set the stage for today’s direct mail postcards. Postcard direct mail can be very effective when done right. Here, we’ll look at 10 ways to make direct mailing postcards work for your business.
- Have a plan. If you have a specific purpose for your business postcards, they’re more likely to be successful. A big idea with a valuable message will stick with your potential customers, as long as it isn’t boring.
- Make your direct mail postcards eye-catching. Use high-quality photos, striking images, graphics, and colors. That doesn’t mean WordArt, though. Talk to a designer if you aren’t sure where to start.
- Keep it simple. Easy, to-the-point messages are more likely to stick with the recipient. A good rule of thumb is to imagine that every word you write costs you an extra $100.
- Have a headline. It goes along with keeping your direct mail postcards simple, but there’s a slight difference. Remember that you aren’t trying to close a sale, but generate a lead. It’s okay not to explain everything. All you have to do is hook them. Then provide multiple ways you can be contacted so they can follow up for more information.
- Set deadlines. Direct mail postcards are perfect for creating urgency. Send them out to notify customers of limited time offers or to remind them about ending contracts.
- Use both sides of your direct mail postcards. The non-address side should have the biggest, boldest photos and colors, kind of like a poster. The other side can have your offer, contact information, and a couple details.
- Get creative. Postcards can do more than just promote. Use them as reminders, gift certificates, coupons, new product announcements, openings, or even tickets.
- Opt for the good stuff. High-quality, full-color, glossy printing has the biggest impact, and it’s less expensive than it used to be.
- Go big or go home. Oversized cards stand out most in the mail and give you more options for including photos.
- Create urgency. Give customers a reason to act now, or you’re better off donating your cards to a recycling plant.
Direct mailing can be very effective if it’s done right. Follow these tips to make sure you get noticed on your next campaign. This is a great source for more.