Postcards are great.
You save on postage you don’t need to have an envelope. It doesn’t get any easier to send a direct mail campaign. The trouble is, with these savings and limited real estate, how do you make it count? Here are some tips to help maximize your postcard ROI.
Here’s the good news, postcards have a 100% open rate! Every recipient is going to see some portion of your messaging unless they live some sort of bizarre untethered life where they can throw out their mail without going through any of it.
The bad news, if everyone is going to see your piece, it has to grab their attention. Which brings us to our next points-
Keep it Short and Sweet
The main drawback of postcards is the lack of space as compared to other direct mail options. This does not mean you should try to cram the same amount of information onto this smaller space. I’ve seen people try, I haven’t seen it work out well. Most people don’t want to drink from a firehose.
Make sure you have a good headline and a photo that will grab that attention. Then, include a call-to-action that provides value to the recipient and works towards your company’s goals.
Now, here’s where things really get cool.
With digital inkjet printing, you can personalize each postcard with a unique message and image to increase the chances of converting that prospect into a paying customer. You can do this by demographic, geographic location or even on an individual level.