Postcard marketing campaigns can give you a great return on investment (ROI). Postcards don’t cost much to print or mail, so your biggest expense will probably be the time it takes you to design and write the copy for it. To help you along with these tasks and others that go along with postcard marketing, here are some ways to optimize your postcards to get the highest response rates.
Craft an outstanding offer
A good offer is the key element that will get people up off their couches and into your store or on your Web site. When you are thinking about how to word your offer, remember that you only have a few seconds to catch a prospect’s attention. Keep your offer short and sweet and treat your copy as if it were on a billboard. That means you should have no more than eight words in your headline that can be read in a single glance.
Focus your mailing list
You don’t want to mail your postcards to everybody in a certain area. That’s just a waste of money and most of those people won’t respond. You don’t get any points for the most postcards you can mail, so make sure your mailing list is focused and is made up of your target market. Mail your postcard to people who are most likely to respond. You should know who your ideal customer is and you can use list brokers to come up with a mailing list if you don’t have an in-house list yet. A data company like InfoUSA is a good start. You can expect to pay a few hundred dollars for a good quality list.
Choose the right photo or graphic for the front of your postcard
The front of your postcard is the non-address side. You should have an eye-catching graphic here that isn’t just pretty or cool, it should support your headline or offer and it should be relevant to the reader in some way.
Focus on your postcard’s message
Each postcard should have one message on it. Don’t try to talk about your entire product line on one postcard. There simply is not enough room and if you try, it’s not going to be pretty. Include a photo of the product or of a solution that the product provided, some benefits, an offer and perhaps a testimonial or two if you can fit it in.
Don’t assume anything about your prospects
Your message should be clear as a newly-washed window: totally transparent and easy to see. People will only read your postcard once, if that, so if your message is muddled, no one is going to understand it and take the time to read it again.
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