Mike Ryan — November 26, 2016 Direct mail is a great way to personalize the marketing experience and guarantee that your message reaches recipients (unlike other types of marketing that require consumers to “tune in” to some degree). In addition, using postcards saves you money over other, bulkier forms of mailers while allowing you to connect with your local market.
Of course, if you’re conducting your own postcard marketing campaign, you may end up understandably underwhelmed with the results. You needn’t go it alone or reinvent the wheel, though. You’re not the first company to use direct mail marketing and there are companies that specialize and excel in this very field.
That said, you want to go beyond the basics, and there are a few simple tips and tricks that could help you to supercharge your efforts and boost results. Here are some options to take your postcard marketing campaigns to the next level.
1. Understand your target audience. You have a basic understanding of the design elements you need to include in your direct mailers, and you even have some ideas about attractive layout and design. It’s all for naught if your target audience doesn’t find your postcards appealing, though, so you have to market to your specific demographic.
What does this mean? For one thing, men and women are attracted by different colors. If you’re marketing to women, you don’t necessarily want to utilize a color palette that is more attractive to men. The content you use, both text and images, should also be tailored to your target market. Small tweaks that appeal to a target group could significantly improve your results.
2. Hone your offer. Your goal in sending out postcards is almost certainly to raise awareness of your business within the local community. From there you need to bring in business. You can do both with direct mail by offering something enticing, from unique products or services, to discounts and deals.
It almost goes without saying that you need to incentivize consumers to get up off the couch and visit your place of business or call for an appointment if you’re a service provider of some sort. Whatever you offer through your mailer has to be worth the effort.
This comes back to understanding your audience. What do they want? What problem do they have that you can solve? Once you answer these questions you can figure out how to spice up your offers to see greater ROI.
3. Double down. Follow-up increases awareness and recognition, improving your odds of seeing a response. No marketing effort should be stand-alone. You should therefore pair postcard mailings with other marketing efforts like phone calls and/or an online campaign to boost results.
4. Maintain current mailing lists. This is a biggie. If you want to see the best results from any marketing campaign, you need to focus on the audience that you already know has an interest in what you’re offering. Then you can use meticulously-crafted postcard mailing campaigns to grab their attention and convince them that your business is the one they need.
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