Every blog post or newsletter article I publish about postcard mailings seems to generate a lot of interest. Clearly, many companies are turning to postcards as a way to reach more customers and prospects at a lower cost. Unfortunately, I see lots of postcards that either try to do too much or that miss key components. For best results, here are a few tips:
One Clear Focus. Most of the time, postcards are best used to generate leads for a particular product. Don’t try to do too much, or you’ll dilute the postcard’s power. Trying to highlight multiple product categories – or even generating direct sales of a single product – is more than you can reasonably expect to accomplish with a single postcard.
Make a Strong Offer. Create action by making a powerful offer, whether it’s a discount, premium, special terms, or valuable information. Include a deadline to add urgency.
Track Results. Use a coupon code to track results so you can tell how the mailing does and what offer works best.
Use an Oversize Card. If you’re planning to send a 3” x 5” card, your money is probably spent better elsewhere. A larger card ensures that you don’t get lost in the shuffle and that you have enough room to get your message across forcefully.
Use Both Sides Well. As discussed in an earlier blog post, the address side of the card is usually what recipients see first. Make sure that your sales message is presented powerfully on both sides of the card.
If you’d like a sample of one of our recent postcards that’s blowing out sales records, please send me an email at Val@EvergreenMarketingCo.com and I’ll be happy to send you one.
