Postcards are a classic direct mail piece, and for good reason. For starters, they are generally by far the least expensive option. They are also a great place to promote special offers, incorporate coupons, introduce a new product or service, and test messaging. But there is a great deal of competition…and that is precisely why you need the best direct mail postcards to stand out.
Even when a company creates a postcard that might not be classified as one of “the best direct mail postcards” you will ever see, there’s still a very good chance it will be read by most recipients, since postcards don’t require any ‘opening’. A simple flip of the hand (at most) and you have already absorbed the copy. (The fact that the copy has to be short is just an added bonus.)
But all of these bonuses aside, good marketing still remains your very best bet if you want to make an impact.
So what are the traits of the best direct mail postcards?
The best direct mail postcards do all of the following (and do it well):
Target their audience. Paying someone to stand outside or attend an event and pass out postcards to every person who walks by will get you some exposure, sure. But having a bit more of a strategy—even if it’s EDDM services through the post office—will be more likely to produce results. Not to mention, less likely to waste the budget you’ve spent on producing said postcard.
Follow up—more than once. Whether it is email marketing, content marketing, or direct mail, follow-up is a must if you want to establish brand recall and increase the likelihood that your customer will ultimately take action. Just make sure to leave a respectful amount of space between mailings (we recommend at least 1 – 2 weeks between mailers.)
To crush your competition you must have sequential mailings, I recommend a minimum of three mailings for each campaign.
Go for ultra-personalized. A postcard that addresses the recipient by name, includes an image of their town, features a hand-written note, or offers some other personalized touch is much more likely to be well received. Isn’t it more fun to receive a note from a friend than a bill or a business proposition? For the best direct mail postcards, keep this in mind when writing content for them.
Implementing your statistics and variable imaging to make a successful direct mail campaign is a proven way to increase your bottom line.
From our article here about variable imaging ideas.
Focus on one simple call to action. Postcards don’t offer a lot of real estate for messaging. While that might feel limiting, it is often a blessing in disguise. This format requires you to get to the point quickly, avoid unnecessary fluff, and feature the call to action prominently. Want them to call you, or use the attached coupon? Say so!
Call to Action Ideas for your Direct Mail Postcards:
- Call or email us with your order today.
- Call us now to schedule an appointment.
- Visit our website to find out more.
- Order now, while there is still time.
- Come in and let us show you around.
Make contact information clear and straightforward. With limited space, the temptation to cram a lot of copy into a small space is strong. But remember what is most important and commit to it. A friendly opening, a direct ‘get to the point’ message with a call to action, and last but certainly not least, clearly marked contact information. (It would be a shame to let all that effort go to waste.)
Are there other features you would add to create the best direct mail postcards? If you’ve seen one you particularly admire, let us know about it in the comment section below.
If you are new to direct mail, don’t worry. We’ve been designing, printing, and mailing direct mail postcards for years. Let our experience make your experience the best it can be. Give us a ring today at 702.617.9000.