Many startups and small businesses are so focused on digital marketing that they forget about some other effective methods of driving people to their business. And why shouldn't they be? Digital marketing gives you a chance to reach a huge number of people at once and its all but free when companies take care of it themselves. However, tangible marketing may be a bit more effective because of how popular marketing online has become. Entrepreneur explains the merits of direct-mail postcard campaigns, including that they're more likely to be read by your target audience than an email or social media post. So, make your next direct-mail campaign effective by incorporating these key postcard design elements:
A Clear Offer
One of the most – if not the most – important aspect of your custom postcards is an explanation of what you're offering your audience. Remember that postcards are the perfect way to introduce a timely offer. If the deal is more long-term, it gives your target customers the opportunity to shove the postcard in a drawer and forget about it completely. Something a bit more time-sensitive gives people a sense of urgency.
An Explanation of Benefits
Making an offer is not the only thing you have to do for an effective postcard campaign, though. Postcards should also explain why the offer will help the people receiving the mail. If you're providing a deal for your services or a product, tell your potential customers why they may want to take advantage of it. What can your services do for them? How will they make their lives easier or better?
A Next Step
The final part of the offer that must be included is some sort of next step that people can do to take part in the deal you're providing. Should they head to an offer-specific page on your website? Should they use a promo code when buying a product? The most effective next steps for postcard marketing campaigns typically include driving people to the website for some reason. These days it's becoming more popular to include a mobile bar code that people can scan to take them directly to the offer on your mobile site. People can scan a mobile bar code almost instantly upon taking the postcard out of the mail box, and that simplicity and convenience is important to your audience.
Attention-Grabbing Graphics
Think about the postcards you've received in the mail recently. Which ones stood out to you the most? If you're like most consumers, bright colors and exciting graphics or images are what grabs your attention – and getting the attention of your audience in the first few seconds they look at the card is crucial. Choose colors, graphics and pictures that are relevant to your business and the offer.
Something Personal
You likely don't have the resources to send a personalized postcard to each potential customer you're targeting, but that doesn't mean you can't write a personable message that will appeal to most people. Use informal language and a friendly tone – and remember that a little humor never hurts.
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