4 ways to design effective postcards
Postcards can drive direct mail marketing campaigns as successfully as traditional techniques and are just as affordable, if not more. As technology advances mailing software, marketers utilizing address verification can create beautiful and engaging postcards that pop in the mailbox.
1) Bold headlines
The headline is the first aspect consumers see when picking up a postcard. According to design experts, the headline should be clear with one central message that stands alone from the rest of the content and should take up 15 percent of the mailer's front. Designing a color palette that stands out puts the headline into full view and engages the client.
2) Balance between the front and back
Developing a postcard that has a front and back that works together helps postcards stand out and more effectively communicate a message. Steve Penn, CEO and executive creative director for Penn Garritano Direct Response Marketing, suggests marketers think of the front headline as the billboard side and put the rest of the content on the back.
"I'll use the billboard side like a billboard," Penn said, "it's a large graphic with a very simple but powerful message. That's where the savings message can be, or that's where the call to action can be in very strong terms."
He also recommends marketers think in terms of percents when designing, advising that 70 percent of the postcard should be graphics and 30 percent copy.
3) Include contact information, address
It seems like a no-brainer, but forgetting to add contact information and the company address can severely hinder direct mail marketing campaigns. The back side of the postcard should feature the business logo, address, phone number and any possible websites. Incorporating a return address, if it differs from the organization's main address, may also increase sales and drive revenue
4) Personalize, personalize, personalize
Understanding the client base is key when designing a marketing initiative and individualizing the postcard can make or break a direct mail campaign. Creating a return on investment relies on putting a little bit more into demonstrating customer knowledge, and marketers can increase client retention by utilizing address verification software. Having the correct information is the first step to personalizing mail as informed by data, and by validating current addresses among existing consumers, businesses can decrease the direct mail budget by putting postcards immediately in front of intended customers. Generating new leads is difficult as it is and making sure all customer information, including addresses, can improve sales and demonstrate to clients that the business cares about them.