Direct Mail Post Cards

Everyone who has a mailbox has received a direct mail at one time or another.  But, why do some attract their attention for a second glance, or even a thorough read, when others only make it as far as the garbage can? Do you know what it takes to intrigue recipients and make them want to know more?  Better yet, do you know how to make them really want what you have to offer?

Here are the 5 aspects of direct mail marketing that will ensure advertising success:

• Survives the Glance Test
• Irresistibility
• Credibility
• Instructions
• Study

Now, consider each component in a little more detail.

At a Glance

Marketers refer to the few seconds you have to get the reader’s attention as the c  When surfers are looking for something specific on the Internet, statisticians say that if the reader has not found what they need in the first eight seconds, they will click onto a competitor’s site, until they find what they are looking for in a product, service or information.

With direct mail marketing that window of time is even narrower.  As the recipient is flipping through the stack of mail, he/she will only glance at a postcard.  At most, you will only have 4-5 seconds before they are already sorting through and separating the junk mail from the bills and personal correspondence.  So, if you have not got their attention in that amount of time, your mailer may not be passing the glance test.

So, before you send the postcard out to everyone on your mailing list, there are a couple of things you can do to “test” the glance test.  Make a card or two.  Take it to different friends or family and flash it for no more than 5 seconds.  Then, ask for their honest impressions.  If it doesn’t get the response you want, something needs to change.

Simply Irresistible

What are you going to offer the recipient that will simply be so irresistible that they will take the time to visit your establishment?  It doesn’t have to empty your expense account.  But, it needs to be valuable to your customer.  Are you going to offer something free, in return for their business; how about a discount; maybe, it will be a unique product or service that only you provide.  Make it irresistible.

Credibility

If you can sell yourself, you are more likely to sell your product or service.  If your customers trust in you, they will bring you their loyal business.  For some, it might be the length of time in business.  For others, it is the lowest prices with the largest selection. Now is the time to underscore your expertise or the particular strengths of your product or service.

Instructions

Make sure that the postcard includes a call to action.  Let the recipient know exactly how to take advantage of your awesome offer.  They might need to visit the store, make a phone call, visit an online site, or offer a choice of instructions, so the potential customer can respond in a way that is most convenient for them.

Last but not Least

It is absolutely vital for you to follow up any campaign, whether successful or otherwise, with a study on what worked and what did not.  Even if something really stood out, and attracted the attention of the customer, is there any way to improve on it, the next time you send out a direct mail postcard?

If something didn’t work, find out what went wrong.  What should you have done instead? Finally, how do you know what worked and what didn’t?  What was the return on your investment?  Did you lose money or break even?  Any marketing campaign that shows a profit is a success.  The idea is to learn from each experience and improve the bottom line even more next time.

In summary, direct mail postcards are one of the most cost-effective forms of advertising that is sure to reach your target market.  But, it’s ultimate success depends on you. If you aren’t sure what to do, it is wise to hire a professional, at least for the first advertising campaign.  But, as long as you include all of the aspects mentioned, you will have a better chance of getting through to your intended audience.