Postcards are an ideal marketing resource for businesses. Not only do they get your company name into distribution, but they creatively promote your services and products. The beauty of postcards is that the second they’re in your client’s hands, they’re already viewing them. It is, however, essential to avoid some common mistakes business people make in the implementation of their postcard marketing campaign. Doing so can mean the difference between its success and failure.
Below are common postcard mistakes to avoid at all costs.
Not targeting the right people
To launch a useful 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.
Not mailing at the right times
Pay attention to when you’re sending out your postcards. Mondays, Fridays and holidays show less engagement than Tuesdays and Wednesdays. Mail is fewer on these days, so it’s simpler for your postcard to stand out.
Failing to Make Use of Repetition
Constant, repetitive mailing is much more useful than carrying out one single postcard mail and leaving it at that. When a person sees your company name and brand over and over, they’ll become more comfortable with you.
Sending Cards That Aren’t Personable
You want your postcards to look professional but, at the same time, contain an affable message that produces a pleasant emotional reaction from readers. To make your postcard professional yet friendly, make sure to include a brief personal message. This will create a positive emotional response from the reader and increase your possibilities of getting a response.
Using Postcards For Sales Pitches
Do not close your sales with a postcard. The card is way too small to include all the information that’s needed to do so. Rather, use a postcard to grab the thought of the reader and guide them further down the sales funnel.
Neglecting to Pay Attention to Headlines, Messages, or Images
A short, attention-grabbing headline will create up to 20 times more response than a postcard with a dull caption. Content like images must be attractive and readable, and the messages clear on what you’re trying to promote. Otherwise, your efforts are for nothing.
Not Keeping the Message Simple
Your postcard will probably garner a one to two-second initial glance, so don’t weigh down your chances of victory with smart dissertations. Use short sentences with well-chosen clear language and bullet points that will get the attention of the reader.
Failure to Provide Contact Information
It sounds like common sense to provide a telephone, cell, and fax number, as well as an email and return address. Still, too many times, contact information is forgotten on business postcards. Be sure to include your company name as well.
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