Postcard marketing is one of the most effective forms of direct mail marketing. Brands use postcards to achieve a variety of advertising goals. Marketing professionals like yourself can generate sales leads, promote special offers and introduce new products with a single piece of card stock. Many companies even use postcards to drive foot traffic to their brick-and-mortar locations.
In order to reach these common marketing goals, you need to implement the most promising postcard strategies. Read this post to learn how to create an effective postcard marketing campaign.
Acquire Target Audience Data
In order to build a successful postcard marketing campaign, you need to acquire target audience data. Begin by obtaining easy-to-find pieces of information. Discover your ideal customers’ names, ages and genders to start. Then, dive deeper into your target audience’s persona to gain more information. Learn about their average income level, race and living situation. By obtaining this customer information, you can gain a better understanding of what your target audience wants. Then, you can use the data to create postcards that particularly appeal to your ideal customers.
Take this initial step to create an effective postcard marketing campaign.
Choose The Right Postcard Size
After you acquire target audience data, choose the right postcard size for your campaign. Each postcard size offers its own set of advantages.
For instance, small postcards are typically less expensive. Therefore, they are ideal for marketing teams on a budget. Larger postcards stand out among other mailing items, which makes them great for catching the recipients’ attention.
Lastly, standard 4″ X 6″ postcards fit nicely in consumers’ mailboxes. They are great options if you do not want to take the chance of your postcards bending. Review the benefits of each postcard size and select the best option for your upcoming direct mail campaign.
Personalize Your Postcards
Next, consider personalizing your postcards to attract more consumers’ attention. You can create personalized postcards in a variety of ways.
One of the most common customization techniques is to include each recipient’s name on their coated stock postcard. Many marketers also customize postcards with images of local attractions. You can use content about local events to create direct mail materials as well. Additionally, include photos that reflect each consumer’s specific interests to make postcards more personal. Use these strategies to customize your coated stock postcard designs and build an effective postcard marketing campaign.
Use Active Voice In Your Content
You can also drive positive results in your upcoming postcard campaign by using active voice in your content. As you may know, the copy included on your postcard has a major impact on the engagement of the customer and overall campaign success.
Active voice improves campaign results because it keeps consumers engaged. This type of voice is especially great for building excitement. Moreover, it is more direct and easier to read than passive voice as well. In order to write in this engaging voice, organize your sentences so that the subject always performs the action.
Active voice sentences follow a simple yet highly effective structure: subject, verb, object. Use this structure to create clearer, more exciting copy that calls customers to a specific action. Certainly, actionable content will increase the effectiveness of your campaign significantly.
Test Your Postcards On A Small Scale
Finally, test your postcards before officially launching your direct mail campaign. By testing your postcards pre-launch, you can determine whether or not they will drive positive results. Hence, testing is critical to build a successful campaign.
The best way to perform postcard marketing testing is to send your postcards to a small group of consumers. With a modest testing group, you can monitor your results and reach out for feedback. This way, you can effectively identify which specific elements of your postcards need improvement. Then, you can make the necessary adjustments and launch an effective postcard marketing campaign.
Contrary to popular belief, postcard marketing is not dead. Successful postcard campaigns continue to drive positive results for several growing businesses.
To boost sales through this form of advertising, first acquire target audience data. Then, choose a postcard size that matches your campaign goals and budget. After you select the right size, personalize your postcards using recipient names, genders and locations. Moreover, use active voice to build excitement and keep your audience engaged. In addition to these strategies, you need to test your postcards in order to guarantee a successful campaign. Use this advice to create an effective postcard marketing campaign for your brand.