Postcards remain one of the direct mail formats out there. Not only are they relatively inexpensive to produce (except for the smallest postcards, which require special postcard-rate postage), but the simplicity of this medium forces marketers to keep their messaging on point and focused. You only have a few seconds to stand out from the crowd of postcards your list receives as they sift through their mailbox, so you want to make sure your postcard is compelling enough to turn over and read.
Use an eye-catching headline that draws your audience in. Include a clear call to action that drives the response you desire. If you’re promoting a sale, include a promo code or discount to help track results. If you’re asking people to visit your website or contact your sales team, be sure the landing page is easy to find by including a direct link and an easily readable expiration date.
Don’t be afraid to get creative with your postcard design. Unique shapes or materials can make it stand out from the rest of the mailbox contents. A textured or heavy paper, for example, will grab attention. Likewise, the use of color can grab attention, too. Contrasting colors can help draw the eye toward certain areas of your postcard, like a call to action or offer messaging.
Another way to make your postcard more memorable is to personalize it. This makes the recipient feel that it was written just for them, rather than the lowest common denominator. Including a name, custom url or promo code can be a great way to do this without increasing printing and mailing costs.
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