When you’re doing everything right, the design elements you choose for marketing with postcards come together to create a piece that’s irresistibly engaging. Your response rate is beyond expectations, and those who respond are hot prospects. You know they’ll want to buy from you. It’s all good.
But you have to do everything right. Along with the composite effect, each of your design elements play an individual role in driving customers to your business. That’s a lot of responsibility, but marketing with postcards can be a lot of fun, too. Let’s examine some key features of direct mail postcards and see how you can use them to influence prospects.
But first, it’s important to note that there’s a difference between creating a postcard that’s merely flashy and creating a postcard that looks great and drives business. A really cool mailer that’s off-target won’t help you build your brand or increase sales. Instead, everything about your postcard should point the reader directly toward your call to action and entice them to respond. For that, you don’t need glitter, you need good design.
Images and color.
Different colors can produce very different psychological or emotional responses in people. The same holds true for photos or other images you choose. This is one good reason to hire a professional designer for marketing with postcards.
Photos should always relate directly to your message. Some studies show that using a photo of a friendly-looking person looking directly at the reader elicits greater response.
If you’re the business owner, you could pose for the picture yourself, then word your message in first person – “I have a special offer for you, Susan.”
A catchy headline is essential because it makes that all-important first impression. “Catchy” doesn’t mean cute, it means relevant – a short phrase that catches the reader’s attention by announcing your key message point. What will they get by reading further? If people don’t read any further because your headline was blah, you haven’t made any impression at all.
Back up your headline with additional information, but keep it short. Even oversize postcards are small, but more importantly, people don’t want to read a lot of text. You don’t even need complete sentences, you can offer a list of key points. Why should someone take the next step – responding to your call to action?
Where you put graphic elements on the postcard can affect how people respond. What should go on the front versus the back? Should your headline beat the top? Off to the side? Where should the call to action go, and how big should it be? This is another good reason to work with a design pro.
Call to action.
This is arguably the most important element of any marketing with postcards. Every piece of direct mail should have a clear, compelling call to action and an easy way for readers to respond. The only exception might be when marketing with postcards is intended solely to build brand or product awareness. You can send that audience a second campaign later on that includes a call to action.
If you can motivate prospects to respond right away, that’s even better. They’ll be inspired to act quickly if your postcard says “limited time only” or “first 40 people to respond” or “offer expires soon.” If your offer is alluring enough, they won’t want to miss out.
How do you want readers to respond? Call your office, visit your place of business or your website? Scan a quick response code? Don’t expect them to figure this out on their own, tell them exactly what you want them to do.
Marketing with postcards enables you to deliver highly tailored messages directly to your best prospects. With the right design, your postcards will have all the features necessary to really drive in the customers.