You’ve decided to take the plunge and send out a Direct Mail campaign to your clients. That’s great! We know that Direct Mail increases customer engagement and brand recognition. But how do you optimize your postcards? Follow these steps, and you’ll be on the right track:
Your customer will notice the size of your postcard before anything else, so use this to your advantage! Most business letters run about 4” by 9”, so choosing something a little larger makes your postcard pop. Avoid dimensions that would make it difficult to pick up out of, or put in, a standard mailbox.
At Customer Lobby we use 6” by 9”. This means that customers can easily pick up all their mail in one hand, as the length is the same, but those extra 2” give the postcard added visibility. It literally stands out from the crowd.
The next sensory experience your customer will have with your postcard will be touch. Your postcard should feel nice, and this means the right weight and finish.
Weight, measured in points (pt), indicates the thickness of your postcard. Postcards should be at least 9pt to make it through the mailing process without damage. Remember, it has to survive our post office process and get to our customer’s door still looking great. The post office recommends 9pt but notes that thicker is better.
Not only does weight help survivability, it also feels better in the hand. The feel matters. You’re a serious business owner who values your customers. Communicate that with weight. Customer Lobby uses 12pt postcards for all our customer’s mail campaigns, and I would encourage you to do the same. With a higher chance of survival and a better feel, why not?
Everyone knows that the image matters. But do you know how much? Remember, people will remember information 55% more if the text includes an image. To make this work, your image needs to make sense with the information presented.
This also includes the finish you choose for your postcard. Generally you have four finishing options, listed from least shine to most shine:
While I am sure there are places for each of these finishes, for business postcards I would suggest either silk or gloss. We use silk because not only does it have a nice shine, but it feels great (see point above about the importance of touch). Additionally, the front of our postcard has a UV finish that protects the image and gives it an added shine boost. However, gloss is totally acceptable and will also give a lovely finish.
Remember: use clear imagery and bold text to grab the customer’s attention right off the bat. You want your customer to turn the card over and read your offer. Make your postcard captivating.
Now you have your customer’s attention. What are you going to do with it? Make sure they can easily digest whatever information you present. Use bullet points.
Make sure to include whitespace. Don’t overwhelm your customer. Include necessities and stay relevant. Bonus: make it personalized! Make sure your content is perfect for each customer.
Your customer has now traveled the postcard journey you have set out for them. What’s next? Give them a clear step on how they should follow up. This could be an offer, a discount, or simply a reminder to call you soon.
Whatever next step you go with, it should make sense with the rest of the postcard and for that specific customer. It should also be the most prominent point on your page. This is what you want your customers to do. Make it compelling. If they don’t understand your call-to-action, you are doing it wrong! With a great call-to-action, they will be able to easily follow up with you to take the next step.
Engage your customer’s senses with a great postcard, and you will succeed. A great feel, with relevant imagery, compelling text, and a clear call-to-action will make your postcard stand out from the rest.
If you are a Customer Lobby customer, rest easy. Not only do we follow these postcard best practices, but by syncing with your accounting system we make sure to target your specific customers exactly when they need it, with a personalized offer they need.
Learn how we can help you with your repeat marketing here.