You may consider postcard printing as an old-school marketing tactic but if you do it right, you can truly make a local impact for your business whether you’re a real estate agent, small business owner, or dental clinic. Plus, by resourcefully combining digital marketing elements on printed products, you can incorporate the best of both marketing worlds.
Postcard mailers can provide a potential customer with everything they need including information about your business and an incentive to get them in your door (or to your website).
With Digiprint services, we are able to help you design, print, store, and send out mailers. We use Every Door Direct Mail services courtesy of the US Postal Service and are able to target market zip codes and demographics that make sense for your business.
Planning your Campaign
To ensure your mailing campaign is successful, you must first decide what audience you want to target and what you are selling. Setting some campaign goals is always a good idea. Are you introducing customers to a new product or service? Are you trying to attract new customers? Are you asking customers for repeat business? Settle on a marketing strategy first and foremost!
Here are 10 marketing tips to include in your postcard design.
- Weight in Words
No matter what you are selling or incentivizing, you need to make an impact with your copy. Consider a strong headline, a concise offering, and a clear call to action. Your message can stop a wandering eye and save your mailer from the trash!
- A Picture is Worth…
Make sure that the imagery you use makes sense and catches the customer’s eye. Don’t let your direct mail become junk mail. A striking image that is relevant to your business and your special offer will help make an impression.
- Brand Introduction
Don’t forget to include info about your business including the company name and contact information. You want to create a life-long, local customer. This postcard might be your first impression; make it a good one.
- What are you really selling?
This goes back to the planning step of your campaign but you should really think about what exactly you are selling. Oftentimes it isn’t all about the product or special offer but more about the experience.
- Stay Simple
It can be easy to stack on deals but it’s better to stick with one incentive. Though you may have the capacity to offer a product or service deal and a percentage off, it’s best to do one or the other so as not to confuse your audience! People scan their mail. Simplicity will win here.
- A/B Test
Try sending different versions of your campaign to different audiences. You can target certain neighborhoods or demographics with different copy or imagery. Test it out on a smaller pool and then go with the mailer that brought in more business!
- Tracking Success
You may think that traditional marketing is harder to track than digital, which is somewhat true. It is harder to know exactly who hears a radio ad or sees a TV commercial than, let’s say, clicks on a Google or Facebook ad. But mailers have their own way of tracking.
By using a specific discount code, QR code, tracking URL that takes you to a landing page, or tracking phone number you can know exactly how much business a direct mail campaign brought in.
- Get Creative
A postcard mailer doesn’t have to be boring. “20% off when you bring in this mailer” doesn’t work on everyone. Consider a local scavenger hunt that ends at your store or perhaps a good joke will lighten the mood. Look at what Kit Kat did. You can bet people came in to collect a free candy bar after getting this in the mail…
- Get Personal
EDDM services allow access to demographic information like birthdays, family size, and more. While there is a fine line between imposing on privacy and being intimate, consider using their name or a special occasion to send an incentive.
- The medium matters.
This tip pairs with the creativity ideas. Consider the paper stock your mailer is printed on. Is it glossy? Matte? Maybe you opt for a unique postcard size, either smaller or larger than a traditional mailer. Perhaps you add some stickers!
All these ways of presenting your campaign matter. They can make a big difference when the person receiving it is digging around in their mailbox. And it doesn’t have to be a card, either! Companies have gotten creative and have sent boxes, balloons, wooden cutouts, and more.
According to a marketing survey by Marketing Charts, direct mail marketing had a 29% return on investment (ROI) and a strong response rate, nearly overtaking social media marketing. Traditional marketing tactics can be valuable for a local audience and something as simple as a postcard can help you make a lasting impression.
Digiprint | Postcard Marketing
Our direct mailing services paired with EDDM and fulfillment services mean that you won’t have to do a thing! Our in-house graphic designers have a wealth of experience in designing and creating high-quality postcard mailers. We’ve seen what works and what doesn’t. We can use postcard templates or we can go rogue. We can help your business print and send out a successful postcard marketing campaign. If you need to store some materials in our warehouse, we can do that too! Our goal is to help you be cost-effective in pricing, but memorable in your postcard mailing endeavors.
Reach out today to talk about your big ideas and what we can do to help. We look forward to your business!
