One of the biggest challenges in using
postcards
for
direct mail marketing
is stopping power. Your custom direct mail postcards have to “stop” and capture a
person’s attention long enough that they read, understand and respond
to your message. Otherwise, your piece of direct mail will be ignored
and thrown into the trash with the rest of the junk mail. There are
three important ingredients that can help you to maximize the return
on your direct mail investment - relevance, singularity, and
simplicity.Relevance means relating to the matter at hand. In this case, postcards
should “relate” to your target audience. Knowing who your audience is
and what they want or need and then communicating to them with that
knowledge is your goal.
Today’s technology has made mailing lists very simple to compile and
extremely effective. Mailing lists can be “customized” to meet the
criteria of your target market. With this type of specificity available
for your marketing campaign, relevance can be easily achieved.
Singularity is the second important ingredient. A postcard should focus
on one, “single” idea, service, product or event. More than one of
either of these elements, and you run the risk of diluting your message
and confusing the reader.
The most effective marketing postcards are simple and have a singular
focus or objective. So simple that the reader will understand instantly
what the card is all about and the message you’re trying to convey.
There’s very little space on a postcard so keep your messages short and
to the point.
Lastly, the final ingredient to stopping power is simplicity. A
postcard that’s simple, clean and strong enough to evoke a response from
the reader is the ultimate goal. Here is a simple formula:
There are two sides to a postcard – a billboard side and a message
side. The billboard side should be light on copy but heavy on message.
It should include an attention-grabbing headline, eye-popping graphics
and brief relevant information that will give the postcard immediate
value.
The message side or back of the postcard should continue where the
billboard side or front leaves off. It should give more details and
instruct the reader what to do next. It should also offer an incentive
or some type of reward to the reader for the action taken.
This is a direct mail postcard for an event Sunset Farm Foods and the
local
Chamber Of Commerce
held. This marketing piece grabs your attention and tells you exactly
what its all about. The
postcard size
will vary based on your needs.
For further reading check out:
5 Effective Postcard Habits
Postcard Marketing & Printing
Postcard Many Uses
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