The images you choose merit careful consideration. Great imagery supports your message, helps your postcard stand out, and can even elicit a positive emotional response. It should be the largest text on the postcard’s front side. Great headlines should be clear, concise, and compelling. It’s what makes the recipient stop to think or do a double take. Get your recipient’s attention, deliver the most important information, and then make it easy for them to complete your desired action. This may seem counterintuitive, but the more you include, the more a recipient has to process. Rather than cram in loads of images and text, keep things simple. Less is more when it comes to postcard design. The postcards that convert the most don't just look great, but also feature a variety of elements to effectively communicate their message and drive action to some measurable goal. Some examples include “Get $10 off when you use this code” or “Go to this page to signup.” Designing for conversion There should only be a single call to action. What’s my call to action and how will I track the results?Ī clear call to action is essential for two reasons: 1) it tells the customer what to do 2) it lets you track the results of a campaign. Ideally, the offer is time-boxed so there's urgency to act sooner rather than later.
#Direct mail postcard trial#
This could be anything from money off the purchase price of your product to a trial offer for your service. There needs to be something compelling for the recipient to take immediate action. What are we offering to drive immediate action? This is why it’s important to say what you do in simple, short, jargon-free phrasing.
With existing customers, you can do this, but for new potential customers, you should assume they’ve never heard of you. If a recipient knows your brand, you have more flexibility in the messaging. For existing customers, consider data from your CRM.ĭo we have a relationship with the recipient? For new potential customers, the ability to personalize depends on whether it’s a targeted campaign (specific recipients are known) or an area mail (covers a whole region with no specific recipients) campaign. If you have relevant data to personalize a mailer, you should. For the right campaign, this can make the difference as you have more space to work with. However, the larger the postcard, the more expensive it is. This can be helpful for recipients who might not know about your brand. Odd sizes and typically ones that are bigger will stand out more than others. The postcard size will matter when it comes to making your mailer stand out from other mail in a mailbox. These are some general strategy questions you should start with each time: It needs to be relevant to the recipient, have easy to understand copy, and show a clear call to action.
There’s really an endless number of ways you can use postcards, but here are some of our favorites: In this guide we’ll cover strategy and design principles behind simple, yet effective, postcard marketing designs that convert. Postcards have a front and back design, and unlike stuffed mail you have to open, the mailer’s message is immediately present. Postcard marketing refers to direct mail that uses postcards as the mailer format. This is especially true for companies that have customers with high lifetime value (LTV). When executed properly, mail can result in ROI that far exceeds email. While some mail may be personal in nature, many companies use mail as a marketing channel to either acquire new customers or reengage customers they already have in hopes of driving more revenue. Consumer expectations around design are far greater today, and how you market is a reflection of that. If you’re sending mail today, you can’t afford to be that kind of company. We’ve all received mail that looks like it was designed in Microsoft Paint sometime during the 90’s. Mail - yes, real physical mail - is something nearly everyone gets, but not all mail is created equal.
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