With most of the marketing focussed online, thinking outside of the box and resorting to ‘old school’ techniques, such as direct mail marketing can be just the point of difference you need to set yourself apart from the competition.
Postcards are ideal for marketing your business: use them to target your ideal customers and you can instantly have a result. They should be aesthetically pleasing, memorable and succinct. You have limited space to convey your message, so you have to box clever.
If you’re going to be spending money marketing your business, then you’ll want to know how much it will cost your per action and what its rate of return will be.
We’ve compiled a list of tips to help you create a high converting postcard with CPA data.
1. Don’t be cheap
A weighty postcard instantly gives off the feeling of luxury in comparison to a flimsy thin postcard. The Mailing Co use extra-white, 100% recycled Cocoon Offset, FSC® Recycled certified papers (as used by some of the biggest brands on the planet), so you're in good company.
FSC® Certification is given to papers that have been sourced in an environmentally-friendly, socially responsible and economically viable manner.
2. Be straight to the point
Don’t clutter your postcard with lots of information. You don’t have a lot of space to waffle on, so be succinct and pithy, choose your words well.
Remember the old adage: less is more.
Note down what you want to say then whittle it down further, chop out some more words and then cut again.
3. Always include a call to action (CTA)
If you aren’t asking your customers to do something, what is the point in telling them about yourself? They have a lot of things to remember already, tell them what it is you want them to do now they have your information.
Examples of CTA:
- Visit our website to sign up for a service or a trial.
- Complete a form to receive further information.
- Contact us for a demo of the product or service.
- Contact us for more information.
To really measure the effectiveness of your campaign, have a campaign specific CTA i.e. for this month only we are offering you this product (and have something only for this campaign that customers will be given).
Alternatively drive all customers to your website so that you can measure the number of visitors during the campaign compared to visits pre and post campaign.
4. Be memorable
If you’re designing a postcard you want it to be as unique as your business is. Use a template from a postcard designing website such as Canva, as a guide.
- Change the font
- Change the font colour
- Play with the layout
- Alter the background colour
- Decide whether you want information on one side only
You are limited solely by your imagination.
5. Take advantage of the psychology of colour
The four basic colours red, blue, yellow and green also relate to certain parts of ourselves: the body, the mind and the emotions. Throughout the ages colours have held psychological properties and even now we subconsciously associate certain colours with certain meanings:
- Red - strength, warmth excitement OR danger, warning, aggression.
- Blue - trustworthy, intelligent, calm, logical, OR cold, lack of emotion.
- Yellow - optimism, emotional strength, friendliness OR introversion, suppression.
- Green - harmony, rest, environmental awareness OR boredom, stagnation.
Used strategically, you can use colour to convey your message without having to write a lengthy script.
6. A picture paints a thousand words
In a similar vein, use images where possible. Display pictures of your goods, your company, your team, your shop; if it’s relevant. There is a world of royalty free images available from sites such as Pixabay, or even via Canva itself.
7. Include your logo
If you have spent money creating a logo, ensure it is front and centre. Given time and clever marketing you could be known just by your logo - think Nike, Apple, Coca Cola, Mercedes. Your logo is central to your brand’s identity, so make sure it is clearly visible.
8. Know your audience
Don’t take a one size to fit all approach - it doesn’t work in the world of digital marketing, it won’t work in the world of direct mail marketing either.
Establish your targets into different categories and work out an individual marketing strategy for the separate groups.
You wouldn’t be interested in being sent information about cleaning services if you’re a student, you couldn’t afford it; however the same student could definitely be swayed by an end of tenancy clean, especially if it meant getting their full deposit back. The same way an octogenarian wouldn’t take advantage of your 3 for 2 offer on all drinks this Friday night, however they might be more receptive to the early bird special…
9. Remember this is a postcard
By which we mean it will be sent through the post, it will have to be postmarked. So don’t include vital information where the stamp is going to go and potentially make your marketing redundant.
10. Proofread. Proofread. Proofread
You wouldn’t send an email without proof reading it. You wouldn’t send a letter out without proofreading it. You wouldn’t submit a report without proofreading. DO NOT SEND YOUR POSTCARD WITHOUT PROOFREADING IT.
You don’t get a second chance to make a great first impression, so don’t give your potential customers cause to turn away from you because you didn’t take the time check over your work. If in doubt give it to a second, even a third, set of eyes.