Postcard and flyer mail-outs have been used for ages to reach new customers through standard mail. We have created numerous direct mail pieces in various industries from restaurants and realtors to lawncare companies and plumbers.
Studies show that the direct mail response rate is between 0.5 – 1.0%. Though these numbers vary between industries, it is important to take design serious in order to get the greatest response possible. In fact, 85% of people will open mail if it looks interesting.
Direct Mail continues to be an effective marketing method, and with these few tips, you can expect to increase sales for your next admail campaign.
You have 8 seconds to impress.
When it comes to our mailboxes, we are bombarded with marketing messages every day. From furniture and grocery flyers to political party brochures. In order to stand out in the mailbox, your design will have to grab the consumer’s attention within a few seconds.
Here are the common elements for an effective postcard mailer that leads to increased sales:
Make use of full colour and glossy print card stock. When choosing a photo, select one that speaks to the end user. Photos that incorporate a level of emotion tend to work the best. Of course this will depend on your ideal customer demographic.
The photo should make sense within seconds. If the photo needs an explanation, a clear headline will help the reader make a quick connection.
Short, specific headline.
The headline should get the message across using the least amount of words. An easy-to-read typeface with larger font size will stand out. Use a colour that makes the headline pop rather than blend in with the rest of the content on the page. A subheading will also help entice people to read the content.
Explain the benefits.
This sounds obvious, but without exposing the problem and solutions that you offer, the purpose of the mail piece is lost. What problems do you solve? What benefits do you bring? Think like a consumer. Expect that the average person has little knowledge about your industry.
What’s the offer?
Give people a reason to contact you by using a specific offer followed up with a call-to-action. You may have a promotion running for 25% off when customers purchase before a certain date. The date adds urgency and a simple “Call now” or “Purchase yours online at…” will encourage them to take action.
Contact info & branding.
Always make sure to include your logo for branding purposes. Make sure the logo is not too prominent and overpowering. You want the message of the postcard to do it’s thing. Contact info should be easily accessible. Include a phone number, website and email address or any other form of communication you prefer.
Less is more.
Use your mailer to be specific. Avoid using too much information and content that doesn’t apply to the theme of the mail piece. I understand the desire of most business owners to include all the services they offer, but this only makes the postcard more confusing. Stay on topic and make sure to include whitespace to break up the design and make it easier to read.
Direct mail has two different options for mail campaigns: addressed and unaddressed.
Addressed admail is personalized and increases open and response rates. It is more costly, but does yield a higher return on investment. If you use this method, make sure to include a return address on your postcard. Increase engagement and open rates even more by placing the postcard in a white envelope addressed to the receiver.
Unaddressed admail is placed directly in mailboxes without an address. These are similar to flyers and have reduced open rates, but are a fraction of the cost of addressed admail. Unaddressed admail can be sent to specific postal codes and demographics helping to increase open rates.
Creative postcard designs.
Below are a few of the postcard mailers that we have created for clients. Keep in mind, even though we are experienced marketers, the customer has the final say regardless of our professional opinion.