What is going wrong with your postcard marketing campaign?
There are many things that affect the number of direct mail responses received. We made a list of the top 6 reasons your postcard marketing may not receive the desired results.
I sent out a postcard… And I didn’t get a response!
All too often we hear this as a reason for businesses eliminating direct mail in their marketing strategy. Here are some of the main causes.
Mailing only once
If you only send a mailing once, your mail won’t bring the brand awareness you desire. Multiple mailings increase your brand’s credibility and recipients feel more comfortable with you when they decide to reach out.
Lackluster Design
A postcard with a great design clearly stands out against other mail pieces. Most companies opt for the smaller postcard because it cost less, but what many people don’t realize is that other companies are thinking the same thing. Try using a bigger size; it will catch your prospects’ attention.
Wrong Target Market
Not defining your target market could also be a reason it had a lackluster response. Narrow down your markets to industry, job titles, or location, and make sure you focus on the pain that your prospects might have.
No Personalization
Not including a recipient’s name could cause many people to disengage from reading the rest of the postcard. A person feels as if more effort went into the direct mail if they see it is addressed to them.
No Call To Action
A call to action is what drives recipients to your website to complete another action. Whether it’s a form to receive an e-book, or a link to continue reading a blog post – the better the call to action the better the response.
Not Using Multiple Channels
Try connecting your direct mail to online ads to generate more brand recognition. The repetition of seeing your brand will remind prospects of their current pain and increase their desire to receive more information about how you can help.
Direct mail is no longer a thing of the past, and the better the mail the greater the results. Here are 6 tips for better postcard marketing campaigns.
Reach out to the experts at CFS to see how we can help you with your direct mail response.
