Easy Marketing Guidelines for Postcards
When you’re planning a marketing campaign for your small or independent business, postcards stand out as a proven and cost-effective way to engage your audience. Well-designed postcards are easy for your clients to hang onto, unlike emails that can get trapped in a spam folder or deleted. Plus, according to the USPS, recipients are more likely to read or scan postcards than many other marketing materials.
Here are a couple of simple guidelines to help your postcards be as effective as possible for your audience!
Give a call to action
Some postcards fail because they do not include any sense of urgency or create a call to action for the recipient. Without a call to action, your audience will have only information—which can quickly be forgotten. Include a “next step” for your audience, and watch your sales improve! This should go beyond simply “call us now!”—be specific for maximum effect. Tell them why they need to contact your business today, rather than in a week. If you can, include an invitation to an upcoming event, such as a grand opening or sale. Or, you can use a promotion like a coupon to encourage your audience to engage with your business in a certain time frame.
Pay attention to the details
Recipients often associate imprinted postage, or indicia, with spam or junk mail, and your postcard may be thrown out before it can deliver your message. Take that extra step to purchase a first-class stamp, which will look better and more personable.
Remember also to check over your copy for any grammar or punctuation-related errors. Mistakes such as these come across as incautious or unprofessional, and can drive away your customers. Even if you have run it through a spell-check, it’s good practice to check for awkward phrasing or unnecessary repetition. Before printing your postcard, read it aloud and/or send it to someone else for a review. The more eyes, the better—someone may catch something that you have missed!
Also, though it may seem obvious, but double-check your postcards for phone numbers, website URLs, and physical addresses. Make sure that your card contains the contact information necessary for recipients to act on your call to action. This removes the recipients’ need to look you up and possibly lose interest in the meantime.
Maintain consistent branding
While it’s good to change up the design to keep it from getting stale, you’ll need to use similar colors, fonts, or taglines on all your postcards to create an association between your business and your audience. It’s important to maintain consistency and frequency so that when a recipient of your postcard campaign thinks of a certain type of business, they picture yours. Changing your branding without warning or otherwise being inconsistent may generate some confusion, especially with new clients.
Along with checking details, it will be worth your while to invest in good design and copy writing. Though not every recipient will know the nuances, they may notice that something is off, and you’ll lose credibility. Those who do may not respond well to mistakes, and you risk losing their business.
Postcards are easy to print and cost-effective, so don’t skimp on these important factors! Your postcards deserve the very best efforts, as does your audience.
With these simple tips, you’ll soon have an excellent and engaging marketing campaign!