Direct mail is one of those marketing techniques that many businesses think is past its prime. As crucial as digital marketing is, there’s a personal and hands-on touch that direct mail provides.
You may be surprised to learn that recipients read about 66% of all direct mail. One of the best ways to make sure your collateral is in that 66% is to choose a postcard. After all, a customer is more likely to read something they don’t have to open an envelope to see.
You need a good strategy to get the results you want. For a better ROI, avoid these common postcard marketing mistakes.
Common Postcard Marketing Mistakes
Postcard marketing has great potential, but there are certain steps you need to follow to actualize it. Here are the key mistakes to avoid:
- Using Un-Targeted Contact Lists
Using a mailing list that’s too broad is one of the worst mistakes you can make in direct mail marketing. If you send a postcard to every household in your service area, you’ll go broke before you can enjoy the results.
Instead, get a more targeted list. Consider using a mailing list from your existing customer base. If you need to target new customers, a list broker can provide you with a list targeted by income level, age, and other factors.
- Missing a Call to Action
It’s great to get your message out to people. However, if they just say, “Oh, that’s nice,” and toss your postcard aside, they’ll forget that message.
Instead, have a distinct call to action on your postcard. Give the reader a reason to keep the card, like a discount card or a future event. You want your postcard to go onto their fridge, not into their trash can.
- Too High or Too Little Frequency
Studies should that it takes anywhere from 7-13 “touches” to any given customer before they take action. That means they need to see your message at least seven times before they’ll make a purchase.
If you only send one direct mail campaign, the chances you’ll get those seven touches from other marketing avenues are slim. However, if you send the same postcard every week, customers will start ignoring your message. You want to aim somewhere in between for maximum efficiency.
- Using an Unprofessional Design
Your direct mail could be the first impression a customer gets of your business. If you don’t have a professional postcard design, they may think you’re cheap or inexperienced.
Part of the challenge is avoiding too much text on your postcard. You need enough copy to get your message across. However, the more text you have, the less attention it will get. Have a catchy headline, then direct readers to your website or to call you for further details.
How to Have a Successful Postcard Marketing Campaign
Postcard marketing and other forms of direct mail marketing have the potential to be successful. It’s all a matter of how you execute your campaign. Steering clear of the mistakes above can help you get a better ROI and reap greater rewards from your effort.
If you’re ready to get started, contact our direct mail experts.