In a time when we are bombarded with emails and digital marketing every day, mail can be used to recapture your audience and give your business a competitive edge.
Just like that excitement you feel when receiving handwritten notes or letters of encouragement, a well-timed postcard can be a great way to surprise your customers, while offering tips, coupons, or discounts to encourage their next purchase.
In addition to timing, adding an unexpected element to your postcard can make it stand out from the rest.
A Visual Competition
With any kind of direct mail campaign, it is always a visual competition for attention.
Spend the time to make sure your graphics and overall design is strong.
You want to create a power-packed, professional, attention-grabbing design that makes your readers want to take it to the next level and actually read the copy.
Without that, your postcard just won’t do its job.
The right color can give the impact you need to excite and lure in your customers.
Pictures alone will help ensure your customers notice your mailing, but when those photos are in color, your postcard will become a welcome site in the sea of ordinary mail.
Tie your headlines and copy in with the color as well and make sure to add hierarchy to the design to capture their attention.
Remember to choose an appropriate font for the postcard as well.
Be sure it is clean typeface that is easy to read to keep the reader’s interest.
Wow with Words
Now that you’ve grabbed their attention with color, you want to wow them with words.
Be clever. Be creative. Be strange. Be anything but ordinary.
Never be afraid to add some humor to your piece.
Remember, you’re trying to capture their attention and encourage them to read on.
And be clear about what information you want them to take from your postcard.
Whether you want to provide a discount, advertise a new product, announce a new team member, or give some helpful tips, keep your message simple.
Onwards and Upwards
Once you get the hang of designing and mailing postcards, create a schedule to stay consistent.
Ultimately, your goal is to develop a top-of-mind awareness, which is what your postcards can be.
You want your readers to always think of you first when your industry is mentioned.
Postcards give you a better chance of standing out in the crowd.
You won’t be competing for attention in a newspaper filled with other text and graphics or against noisy beeps and alarms going off on their electronics.
If your information is powerful enough, who knows, it may end up taped to someone’s refrigerator, also known as the ultimate point of attention in the home.