BASICS OF DIRECT MAIL MARKETING THROUGH CUSTOM-MADE PRINTED POSTCARDS – WHAT WORKS, WHAT DOESN’T

As per a recent response rate report by the US’s Direct Marketing Association, 54% of mailed postcards are actually read by recipients as against only 30% in case of sales letters; 23.4 percent of consumers respond to postcards versus a mere 7.9 percent for letter-sized envelopes, and most importantly, at about 54.10 dollars, postcard marketing capitulates a far more lucrative cost-per-lead compared to other marketing tools.

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Well, now that you have decided to woo both prospective customers as well as make your existing clients feel valued by sending across quirky little postcards, don’t jump the fence by spamming them with jarring notes. Direct mail marketing through printed postcards could act as a great promotional tool only if implemented the right way. Go by the following thumb rules to make the most out of your postcard marketing plan.

WHAT WORKS

Size matters: Choose the size according to the message that you want to convey. While standard sized cards should suffice for holiday reminders or Thanksgiving wishes, if you are aiming at splashing across a special offer or discount, or displaying multiple product photos, opt for oversized cards.

Custom designs: Focus on a design that goes with your industry type and at the same time does not look like an advertisement. There are already many out there to haunt customers so they don’t want one more to land at their doorsteps. Having worked with a wide array of industries, experienced postcard printing companies have an expertise in dabbling with different formats, templates, colors and designs to create customized cards for your business type and your specific target audience – they know what works best for whom.

Getting personal: Your postcard must look professional but certainly not robotic. At the very first glance, it must strike an emotional chord with the one who’s reading it. Having a little personal note always works, generating more leads than those that read like regular promotions.

Suitable timing: While spamming your audience with too many postcards in a month can irk them, not sending one when it’s needed can be equally harmful. Holiday, birthday or Christmas reminders and greetings have always been a hit. On the other hand, letting them know in advance about a special three-day discount or any cool offer whatsoever always makes a good impression.

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WHAT DOESN’T WORK

Information overload: Get rid of fluff. Nobody has the time to sift through tons of paragraphs to get to the point. Make a statement with a headline that’s direct, and then create an intrigue, leaving some room for curiosity. You really don’t have to say it ALL on that tiny card. Keep the message crisp yet informative, professional yet pleasant.

Jargons and typos: Nothing can be a bigger put off for customers than a spelling error (that you want to pass off as a typo) or a bombarding word that doesn’t convey anything. Simplicity and accuracy is the key to successful mail marketing through post cards.

Jarring colors: Be careful with the colors and graphics. If you’re dealing with a serious business, say cancer treatment drugs or mutual funds, stick to formal solid colors instead of going all funky. If you’re running a fashion store, a veterinary clinic or a party accessories store, you can afford to experiment with the pops and the neons, illustrations and cartoons.

Wrong target: A hit-all strategy may not always work yet make a dent in your pocket. If your postcard doesn’t reach the right prospect group, you achieve nothing out of the whole campaign.

So, arm yourself with the right strategies and you’ll not only create awareness about your product or service but also see your card find a place in the customer’s living room instead of the trash bin.