4 Common postcard mistakes and how to avoid them

DATE:April 14, 2017

Though mailing postcards to your friends may be little outdated, sending them as a form of marketing to your clients is still quite effective. According to the USPS, postcards are the form of mail that is most likely to be either read by its receivers or at least scanned. Check out these other statistics about postcard success rates:

  • 5% of consumers say they read postcards they receive in the mail, while only a third of people say they will open a letter advertisement.
  • 23.4% of consumers report that they will respond to a postcard if the offer was of interest to them, compared to only 7.9% who would do so for letters.
  • Consumers are 46% more likely to respond to offers from companies they’ve interacted with in the past.

To achieve the best results from adding postcards to your marketing strategy, you should know not only the techniques to employ, but also the mistakes to avoid making. Be sure to avoid these four common mistakes when using postcards in your direct mail campaigns:

Mistake #1: Neglecting to test your campaign

We’ve written about test marketing and why it’s so important and it still applies to mail campaigns as simple as postcards. Test marketing helps you understand what type of postcard will receive the best response rate from the receivers, based on its’ content and who receives it. Check out this post for more about test marketing’s importance for direct mail campaigns.

Mistake #2: Using long, complex messages

Short and simple is key when planning the written content for your post card campaigns. Not only are you dealing with a very limited amount of space, you’re also dealing with customers who have increasingly short attention spans. Don’t try to write a novel on your cards. Instead, keep your images large, colors complimentary and your copy concise.

Mistake #3: Not including a motivating offer

Postcards shouldn’t be used only to make the recipients aware of your business or remind them to contact you. Use the cards to call recipients to action with an enticing, limited time offer and specific directions of where to find your company (both online and in-person).

Mistake #4: Forgetting to include your social handles

Though your end goal of sending postcards may be to drive traffic to your store or urge customers to buy products, promoting your social media channels is a good idea. Someone who receives a postcard and doesn’t make a purchase because of it may do so later if they see messages from you online. Include your social handles on the post card so recipients know they can connect with you on those channels as well as in-store.

You’re already off to a good start if you first consider these mistakes when creating your next direct mail campaign. Keep an eye on our blog for other helpful advice and tips on marketing campaigns and all things print.

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