Direct mail postcards allow you to target the right customer, at the right time and leave a tangible offer in their hands. In addition, it allows you to set your company apart from your competitors. According to the Small Business Chronicle, the return on investment for direct mail postcards is anywhere from ½ – 2%. So, for 1,000 postcards sent, you should expect 5-25 potential customers to respond to you and approximately half of that response could become new paying customers.
If you are ready to add direct mail postcards into your overall marketing strategy, read on to learn about the key information you need to be sure to include.
Key Elements to Include in Your Direct Mail Postcards
You don’t have to be an expert at copywriting to design a great postcard.
1. Start with a Great Headline
Your goal is to grab their attention. The headline needs to be eye-catching and engaging. Then, once you have them, write a 17-19 word subheading. The subheading can include more information on your product or service.
2. Write the Content
Now that you have their attention, keep them reading. Think about your ideal customer as you are writing.
Give them information on your product or services, but keep it light, not overly technical. Focus on the benefits of your product or service, address common objections. Right and re-write this section of the postcard, great content in this area will increase your response rate.
Below is a list of Power Words you can use to increase your impact.
3. Offer or Call to Action
You have hooked them, kept them reading, now what do you want them to do? Contact you, follow you on social media, go online to purchase something? Your call to action should stand out visually from the rest of your copy and be clear.
Consider offering a coupon, or extra product or service for using the postcard, it allows you to track the impact of your direct mail postcard.
4. Don’t Forget These Items
A Picture — We live in a visual world. You need to have a stunning visual with the appropriate caption. This, along with the headline, will grab their attention. Don’t forget to include your logo in a prominent place on your postcard it helps increase brand awareness.
Social Media Profiles — Since it is not electronic most people forget to include these on their postcards, but it does help drive people to your online presence.
Website — Yes, believe it or not, this is often overlooked.
Contact Information — You should include all ways to contact you, phone, email, web form, and or location. Everyone has a communication preference, so you don’t want to miss out on a potential customer by not sharing theirs.
Driving Directions — Include this if your call to actions is to drive traffic to your physical storefront.
5. Other Postcard Considerations
People like guarantees. Consider adding a 100% money-back or satisfaction guarantee. There are three other considerations for your postcard copy. The first is to consider adding a guarantee. A 100 percent money-back or satisfaction guarantee can boost response rates by eliminating risk.
Don’t forget to use the back of the postcard. Yes, it has their mailing address, but there is plenty of space to put an eye-catching image or heading.
Are You Ready?
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