Postcards are the most economical form of direct mail today. They are simple to create and have a high response rate, mostly because the message is easy to absorb. Even if the recipient decides they are not interested in the offer, they still read the message. This warms them up to your brand and makes them more willing to work with you in the future.
Knowing how easy it is to grasp your message, it’s important to realize that mistakes are easily noticed as well. It’s important to avoid common mistakes to protect your business’ reputation and ensure you keep a trustworthy image. Below are four common postcard mistakes to avoid at all costs.
Mistake #1. Not targeting the right people.
To launch an effective direct mail postcard printing campaign, you must have a solid mailing list. You can then segment your list to ensure your postcards are being sent to the right customers.
Building a strong direct mail list takes time, but it’s worth it. As you acquire more names and addresses, you can expand your reach by sending out highly targeted news and offers. Below are a few ways to get started with a list of your own.
- Examine the contact information you already have
- Create high-quality content that can be downloaded in exchange for an address
- Collect physical addresses at networking events
- Hold a drawing to people who drop their address in a bowl at your work
- Regularly update your mailing list
Mistake #2. Not including a compelling offer.
Sometimes, businesses use postcards as a sales pitch. We suggest not doing this for a couple of reasons. First, there isn’t enough room on a postcard to effectively share your sales pitch. This real estate should be used for more important messages.
Second, postcards should grab the recipient’s attention and get them to complete an action, such as visiting your store’s grand opening or using a coupon. Be sure to include an offer that is time-sensitive and enticing. Also, include your physical location and website URL so people can easily find you.
Mistake #3. Not using automated software.
These days, automated software makes it easy to streamline the printing and delivery process. This makes running direct mail campaigns fast and easy – perfect for limited time offers and real-time campaigns.
When selecting a postcard printing service, make sure they are willing to work with your existing mailing list. Those that will generally automate the printing and delivery process, ensuring fast, optimized campaigns.
Mistake #4. Not mailing at the right times.
Be sure to follow good mailing practices when sending out your postcards. For example, it’s best to pay slightly more for a first-class stamp, as this produces more replies and qualifies for other perks, such as “return to sender.” This way, you can update your mailing list as needed.
Also, pay attention to when you’re sending out your postcards. Mondays, Fridays and holidays show less engagement than Tuesdays and Wednesdays. Mail is lighter on these days, so it’s easier for your postcard to stand out.
Looking to start a postcard campaign for an upcoming event or sale? Contact 1800 Postcards to learn more about our easy, affordable custom postcard design services. It’s time to get your business noticed!