April, 2015
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Now on to business . . .
There are times when it makes sense to spend a lot of money on a direct mail package:
When you really need the space to do a lot of selling . . .
When your mailing list is small and you can afford a
high cost-per-piece . . .
When you're doing a one-shot drop and you don't have to worry about saving money for remailings . . .
However, there are times when going with
a humble postcard makes a lot of sense.
No one knows this better than retailers.
For example, if Nordstroms wants to announce a shoe sale, they don't send you a letter in an envelope that you have to tear open. They'll mail you a postcard that instantly screams "Get 15% off on all women's shoes! Sale ends April 30!"
Yes. Retailers know that postcards get read. But you don't have to be a retailer to put these easy-to-produce, low-cost self-mailers to work.
You can use a postcard to . . .
- Cost-effectively recontact non-responders to your previous mailings and urge them to act
- Create an inexpensive monthly marketing campaign
- Drive people to your Web site with a special offer
- Tease prospects -- let them know that they should be on the lookout for something valuable coming in the mail
- Announce a private sale that's only open to recipients of the postcard
- Thank customers for their business
- Remind customers to do something: "Get ready for summer," "Rotate your tires," you name it
Want to give postcards a try?
Here are seven tips to remember:
1. Use first class postage. You get fast delivery and you can get your undeliverables returned. This keeps your list clean. (Be sure to imprint the words "Address Service Requested," as per United States Postal Service requirements, to take advantage of this service.)
2. Use a straightforward headline that contains a benefit. Make it pop. The headline is tremendously important. It's what the reader sees first.
3. Keep your message short. Don't try to squeeze in a ton of body copy.
4. Two colors are often sufficient. Generally speaking, if your budget is tight, there's no need to spring for four colors. I'd rather mail more frequently in black and red than less frequently in four-color.
5. Use the right kind of paper. Bright white, 80 lb. linen stock is a good place to start. No need for a gloss finish unless you're running four color.
6. Choose the right size card. You have many choices. A good basic size is 5 1/2" x 8 1/2" For more information on postcard sizes CLICK HERE.
7. If appropriate, run a bold little line at the top that says "Be sure to save this card!" Amazingly, some people will and they'll refer to your offer in the future.
The next step? Give me a call at (415) 461-0672 and let me quote on copywriting your next postcard, or better yet, your Web page, email project, sales letter, whatever. Let's go to work! |
