There’s really an endless number of ways you can use postcards, but here are some of our favorites:
- Promoting a sale to existing customers.
- Acquiring customers in new markets when launching a local product/service.
- Sending thank you notes or holiday cards to customers.
- Advocating a cause.
- Realtors promoting properties sold nearby.
- Inviting prior attendees to a new upcoming event.
Creating an effective mailer that drives results is more than just creating something that looks nice. It needs to be relevant to the recipient, have easy to understand copy, and show a clear call to action. These are some general strategy questions you should start with each time:
What size should we use?
The postcard size will matter when it comes to making your mailer stand out from other mail in a mailbox. Odd sizes and typically ones that are bigger will stand out more than others. This can be helpful for recipients who might not know about your brand. However, the larger the postcard, the more expensive it is. For the right campaign, this can make the difference as you have more space to work with.
Should we personalize the content?
If you have relevant data to personalize a mailer, you should. For new potential customers, the ability to personalize depends on whether it’s a targeted campaign (specific recipients are known) or an area mail (covers a whole region with no specific recipients) campaign. For existing customers, consider data from your CRM.
Do we have a relationship with the recipient?
If a recipient knows your brand, you have more flexibility in the messaging. With existing customers, you can do this, but for new potential customers, you should assume they’ve never heard of you. This is why it’s important to say what you do in simple, short, jargon-free phrasing.
What are we offering to drive immediate action?
There needs to be something compelling for the recipient to take immediate action. This could be anything from money off the purchase price of your product to a trial offer for your service. Ideally, the offer is time-boxed so there’s urgency to act sooner rather than later.
What’s my call to action and how will I track the results?
A clear call to action is essential for two reasons: 1) it tells the customer what to do 2) it lets you track the results of a campaign. There should only be a single call to action. Some examples include “Get $10 off when you use this code” or “Go to this page to signup.”