During last month’s Direct Marketing Day @ Your Desk, designer Patrick Fultz and I talked about what’s working in direct mail creative … and postcards were part of this discussion. Just this past week, I received 35 postcards in my own mail. But I wonder how many of these actually worked in achieving their marketing goals. Here’s why:
They all looked pretty much the same — ho-hum 8 ½” x 5 ½” cards printed on white stock with a standard indicia. Too many of them stacked together too nicely — some even sticking together. Oops!
While postcards are faster, easier and less costly to produce than other mail formats, they can be very expensive if they don’t produce results.
Here are 14 tips for making sure yours stand out and generate response, whether it’s a click, call or store visit.
Use variable data printing (VDP) to not only personalize but also customize postcards — making them individually relevant. Consider individualizing headlines, offers, even images.
Remember, it’s not just another postcard. It’s your direct marketing piece responsible for generating response.
Pat Friesen is a direct response writer/creative strategist who writes for direct mail, email, blogs, catalogs, the Web and other direct response media. She’s also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913-341-1211 and Pat@PatFriesen.com.