Get Effective Results With Your Postcard Marketing Campaigns
Galleria Ventures has provided direct mail services for over 10 years. From that experience we have developed a few key pointers to help our clients with their campaigns. Here are Five Ways to Improve your Postcard Marketing Campaigns’ Response Rate.
1. Understand your mailing list.
The most important factor in any direct mail campaigns’ success is the quality level of the list of customers or potential customers you are sending your marketing items to. Is your list made up of customer’s that you have done business with or is it mainly new potential customers you do not know? If it is new potential customers, do you have any demographics to sort the list to be able to give some focus to your advertisement? For example you will have more success with a postcard ad that is targeted for women if you know the list you are sending to is also focused on women. Therefore, match your message to the right group of people (and if possible, the right group of people at just the right time).
2. Make your headline “scanable”.
A postcard advertisement only has a brief moment to capture the reader’s attention. That brief moment, which has been referred to as the “golden glimpse” — is the moment when your postcard comes out of the mailbox and either lands on the desk or in the trash. That is the moment when an attention grabbing headline which communicates a primary benefit for your targeted recipients is the essential tool to getting the potential reader to read on. If you are successful with the headline then some “skimmable” bullets after the headline giving more benefits should build enthusiastic interest. To make this happen sit down and list the features of your products or services. Then list the benefits each of these features bring to the customer. Prioritize which benefit has the most importance to your targeted list of recipients. Use that selection to make the headline and the other benefits to make the supporting “scanable” bullets. If a photo or graphic can help extend the impact of your primary benefit, make sure you use it.
3. Pass the simpletonTest.
Understand that your potential customers will never understand your product or service as well as you do. They do not work with it everyday and cannot understand it as well as you. So, the safest thing to do is be shamelessly apparent with the message you try to get across. This is not effortless, since there is a potential for you to take for granted information you know but they do not know. If the recipient does not understand your message the from the beginning, they won’t give it another chance. So, communicate your message with simple to understand crystal clear language. Also, reinforce your message with easy to recognize images.
4. Finish up with a compelling offer and a call to action.
The offer and call to action is the fruition of the direct mail postcard’s message. It’s what the entire postcard leads up to. This is where the reader finds out what he or she should do next in order to find out more or take action and why. Be sure your offer is relevant and captures the recipient with a deal they cannot turn down. Then follow the offer with a call to action that cannot be overlooked!
5. Constantly Track and analyze your direct mail success.
The number one rule for success in direct marketing, is to TEST. Test the offer. Test the message. Test the mail piece size. Test the postage stamp. Test everything you can think of which might persuade the reader. You should constantly check and measure your results until you find the “formula” of success for your direct mail marketing. We recommend a split test of each new marketing postcard. Split the quantities of each campaign mailing with one thing that is unique in each. Then measure the results of each and pick the one that gives the best results for another split test in another mailing. This process will allow your marketing message to evolve to the best performance.
While the economy goes through its dips you still need a low cost way to keep your business growing! Postcard marketing offers that opportunity and our free personal design services at www.GalleriaVentures.com makes it painless to get started.
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