What’s in a postcard? A lot! These marketing powerhouses may be small, but they are mighty. Especially if you follow these tips for maximizing their effectiveness.
Respect the 8-second rule
One of the marketing rules of thumb is that you have eight seconds to catch someone’s attention. In reality, it’s probably not that long. When someone is flying through their stack of mail, you might have a second or less to grab their attention and convince them to take a closer look. Design your piece to communicate your primary message at a glance.
Use readable fonts
Part of maximizing postcard effectiveness is choosing easy-to-read fonts. Be creative, but also clear. Avoid making recipients strain their eyes or struggle to understand key takeaways. In a typical print design, the rule of thumb is no more than three fonts, but on a small canvas like a postcard, you might opt for no more than two.
Utilize white space
Allow for white space to make the card feel less cluttered and easier to digest visually. Remember, you want your primary message to be communicated quickly.
Know your audience
Who is your ideal customer? Use your data (or work with us) to create a detailed customer profile. Consider demographics such as age, location, and interests. Once you have defined what your ideal customer—or customers—look like, you can start creating targeted content specifically for them.
Segment when possible
Customize your message for each audience. If your audience is cohesive, you can certainly send a single mailing. But if you have different target groups within the larger audience, it will be more effective to customize your messaging. Short-run digital printing allows you to print extremely short runs cost-effectively, even down to a run of one!
Add a Call to Action (CTA)
Add a call to action that clearly states what you want the recipient to do next, whether it’s visiting a website, calling a number, or using a special offer. You’d be surprised how often marketers forget.
Create a Sense of Urgency
Incorporate urgency to spur your recipients to action. This includes using limited-time offers or exclusive deals. For example: “Act Now! Limited Spots Available!” You don’t want them to set down your postcard to “do it later,” then forget.
Track Success
Implement unique tracking codes or customized landing pages to track response and conversion. Test different variations to see which ones work best.
Incorporate personalization
Where possible, personalize your message with the recipient’s name or tailored content. Used properly, personalization help you achieve better response rates and higher conversions.
Use quality materials
Invest in high-quality cardstock and printing. If your postcard looks high quality, your audience will view your products and services as high quality, too.
Designing an effective postcard is about more than just a pretty design. It requires strategic thinking about your audience, message, and the overall goal of your campaign. By implementing these tips, you can create postcards that not only capture attention but also drive action.
