Postcards used to be an underserved format of direct mail. Marketers would often spend their budgets on multi-page newsletters and long letters. However, surveys have indicated that a well-designed postcard campaign can bring in reader responses for campaigns as effective as other marketing methods when measured on a cost basis. Postcards by means of their compact size offer some inherent advantages for marketers. |
Tips for Impactful Postcards
Postcards must be printed on glossy, thick paper. The cards can be oversized compared to regular postcards. The promotional copy must be simply worded and provide a call to action for the user. While designing, it is best to convey concise information as too many lines of copy can clutter the layout. While having a colorful layout is important, the text should always be more prominent. The copy should be geared towards provoking curiosity rather than attempting a sale, as customers may not like to deal with unfamiliar businesses. Instead, provide your contact information and website link, so that the customer can get in touch with you by visiting your website, or reaching you by telephone. The website link must be short and easy to remember. QR codes are a great way to prompt users to reach your website on their smart phones by scanning the code. There is no one size fits all design guaranteed to get responses, so it is recommended that marketers test different cards and measure the response from recipients. One way of measuring response is by providing different codes like say “OFFER10” or “DISCOUNT15” that recipients can quote. The offers provided can be varied to gauge their attractiveness. Marketing gurus recommend that multiple mailing should be carried out for the best impact, so businesses should not stop at sending out a single batch of mail. For subsequent mailing, the postcard designs can be changed around for variety. However, it is recommended to keep your own logo and theme constant to protect your brand recall and mindspace among customers.
How to Design Custom Postcards
Postcards can be used innovatively by businesses. They are best used to generate interest in an upcoming sale or event. You can include a tearaway coupon or virtual code giving a time-limited offer to entice prospective customers. Postcards can also be used as a simple thank you notes to customers and as reminders for events that they have shown an interest in previously. Ultimately, the aim should be to use the available card area other than the mailing label to hold the recipient’s attention.
With a huge array of choices in format and copy, businesses could be apprehensive about creating material that works for them. They can use an online printing service, where all aspects of the design, paper used, size and type of postage can be customized, cards printed and mailed to a pre-submitted mailing list. Businesses get access to the entire portfolio of variants and advice about successful designs at a lower cost than if they carried out their mail campaign in house.
iti Direct Mail offers custom postcard printing, direct mail marketing and design services at reasonable rates for effective business marketing. To learn more about custom postcard printing, visit Wisegeek.
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