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In the digital age, email blasts have become a cost effective standard for businesses hoping to get noticed. However, there is a tendency for these messages to get caught in spam folders and deleted immediately. So, a well thought out message sent to a possibly interested recipient is wasted.
While email blast open rates decline, direct mail postcards are more well received than ever. Although they may be more expensive than an email blast, they have proven to be more effective.
Here are some tips for creating a successful direct mail postcard campaign.
1. Don’t Waste Money on Expensive Designs
There are a myriad of free customizable templates for postcards available online, making it easier than ever to iron out a design and begin the printing process.
2. Keep your Message Short & Sweet, with a Short, Eye-Catching Headline
Because of their size, postcards are not necessarily meant to be highly detailed. The shorter the message, the more likely it is for recipients to read. In a fast-paced area like Los Angeles County, people don’t always have the patience to read through line after line after line of text. And since your postcard has a low word limit, your message should have a high impact. Opt for bold, interesting headlines to grab the attention of your reader.
3. Say More by Using Both Sides of the Postcard
In the second tip of this article, we stressed the importance of a powerful, concise message specifically for direct mail postcards. While you may be limited in your message on one side of the postcard, there is still room to say more on the other side. Because you will already be spending for postage on the postcard, why not stretch that investment and say more?
4. Use only High Quality, High Resolution Images
For some recipients, this postcard will be your initial contact. Make this first impression a good one. Images will likely take up much of the space on your postcard, so quality is important. A high resolution image almost guarantees that you picture will print crisp and clear, while lower resolutions typically yield a blurry, pixelated image. Always check the resolution of an image to be sure it can be expanded without losing quality.
5. Encourage Recipients to Act Quickly
By encouraging recipients to capitalize on special, limited time offers, etc., not only do you generate more revenue, but you can also see whether or not the investment in your direct mail postcard campaign is paying off.
6. Outline Multiple Methods of Contact Clearly
A recipient cannot become a customer if they do not know how to get in touch with your business. And in a large area like Los Angeles, they’re very likely going to need directions. That is why contact information is one of the most vital aspects when advertising for your business. And in a time period where communication methods have multiplied, it should be easier than ever for a customer to reach you. The more ways they have to get a hold of your business, the higher the chance that they use the information.
7. Try to Steer Clear of Imprinted Postage
While imprinted postage may simplify the sending process, it can come off as impersonal and as junk mail. If it is within budget, try doing things the old fashioned way, using stamps. Not only is it more aesthetically pleasing, especially for a smaller community like Burbank, but it is also seen as more personal than a typical mailing.
8. Don’t Forget to Proofread
Nothing says “unprofessional” like a bold print mailing littered with typos. Always thoroughly check your design for spelling, grammar, and factual errors, multiple times if possible.
9. A Glossy Print Yields a Higher Impact
When ordering your postcards, it is highly recommended to have them printed with a glossy finish. Not only does this addition catch the eye of recipients, but it also suggests that the mailing is high quality, and thus worthy of reading.
10. Mailing More Often Means a Higher Chance of Success
To send out one mailing campaign may create a slight impact in foot traffic, but it may not be enough to bring in the desired amount of patrons. In this case, consistency is key. Repetitive mailings have proven to deliver a higher success rate when compared to single mailings. The more you send out, the higher your chance of seeing results.