One of the best ways to use direct mail is to use postcards. Postcards are an inexpensive way to get your message in front of potential customers, and when done well, they can produce great results. How do you design a direct mail postcard that moves people to action? Read on to find out.
- Keep it simple.
The first rule of thumb is to keep it simple. Your postcard should have a clear and concise message that is easy for the recipient to understand. The last thing you want is for your postcard to end up in the trash because the recipient didn’t get your point or see the relevance immediately. So keep it simple and to the point.
- Create different messages for different target audiences.
While full personalization (each piece speaking directly to each recipient individually) is highly effective, it may not always be practical. Fortunately, dividing your audience into targeted segments gives excellent results, too. You will speak to parents with young children differently than you do single adults or empty-nesters, for example. Or talk to men differently than you do women. By segmenting, your copy will be more relevant, increasing the chances that your postcard will be read and acted upon.
- Use eye-catching Images
Another critical element of creating an effective postcard is using eye-catching images. With a postcard, you have limited space to get your message across. Studies have shown that people process visual information 60,000x faster than text, so when space is at a premium, let images help tell your story.
- Don’t forget the Call to Action
Last but not least, make sure you include a call to action. This is a step that many businesses overlook, then wonder why their results are disappointing. If you’re running a sale, your CTA might say, “Visit our website today and use promo code XYZ.” Without a call to action, people may set down the postcard without ever taking the desired steps. Don’t assume your audience will act. Always include a CTA!
Postcards can be a great way to reach your target audience and generate leads. To get great results, you must keep it simple, mail to carefully selected targeted audiences, use eye-catching images, and include a powerful call to action. Follow these tips, and you’ll be well on your way to designing postcards that get results!
Need help? Let’s talk about how you can create an effective postcard for your next marketing print piece. Contact us online or give us a call directly at 800-942-1066.
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