Here are five tips to improve you postcard marketing response rate which were developed from Galleria Ventures several years of experience with postcard marketing.
1. Comprehending your mailing list. Having a good idea of the quality level of the list of customers or potential customers you are sending your items to is an important factor to being successful with a direct mail campaign. You should know if your list is made up of customer’s that you have done business with or is it mainly new potential customers you do not know? For new potential customers, you should know the demographics of the list to be able to give some focus to your advertisement? For example you will have more success with a postcard ad that is targeted for women if you know the list you are sending to is also focused on women. Therefore, you need to match your message to the right group of people (and if possible, the right group of people at just the right time).
2. Make your headline “scanable”. A postcard advertisement only has a brief moment to capture the reader’s attention. That brief moment, which has been referred to as the “golden glimpse” — is the moment when your postcard comes out of the mailbox and either lands on the desk or in the trash. An attention grabbing headline which communicates a primary benefit for your targeted recipients is the key to getting the potential reader to read on. If you are successful with the headline then some “skimmable” bullets after the headline giving more benefits should build enthusiastic interest. To make this happen sit down and list the features of your products or services. Then list the benefits each of these features bring to the customer. Prioritize which benefit has the most importance to your focused list of recipients. Use the benefit you selected to be most important to make the headline and the other benefits to make the supporting bullets. If a photo or artwork can help make the impact greater of your primary benefit, make sure you use it.
3. Give it the Simpleton Test. You should figure out that your potential clients will never know your product or package to the extent that you do. They are not around it everyday and hence cannot understand it as well as you. Consequently, the best way to proceed is to be distinctly simple in the message you communicate. This is not a simple task, as there is a probability that you will have knowledge you take for granted and use but your targeted clients will not have the knowledge to easily understand your message. If you do not achieve first time understanding of your message, you probably will not be provided with another opportunity. Therefore, your message should be very simple to understand in a plain clear language. Additionally, use images when it will strengthen the understanding.
4. A compelling offer and a call to action will complete you message. The offer and call to action is the conclusion of the marketing postcard’s statement. Having the potential customer take action is the culmination for why you have invested in sending out the postcard advertisement. This is where the reader finds out whatever he or she should do to discover more or why they should take action. Your offer should be trustful and pertinent as it captures the reader with a deal they will not want to turn down. Right after the proposition is presented then your call to action must be clearly given before the offer disappears from their mind!
5. Constantly Measure and Track your direct mail results. The number one rule for success in direct mail marketing, is to TEST. Test the offer. Test the message. Test the mail piece size. Test the postage stamp. Test everything you can think of which might persuade the reader. To find the elusive “formula” of success you will need to keep testing your direct mail marketing results. We recommend a split test of each new marketing postcard. By splitting the quantities of each campaign mailing with one thing that is different in each. Then measure the results of each and pick the one that gives the best results for another split test in another mailing. This process will allow your marketing message to evolve to the best performance.
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