Postcards are an ideal form of direct mail. Let’s talk about how to use them in omnichannel marketing for better results.
Direct mail works, you hear it time and time again. Why? Because it’s true. It’s a great strategy because of its ROI (Return on Investment). But as good as it is, there are some creative ways to improve response rates. Using postcards is the first step since they are read more than any other form of direct mail.
Here are a few things you can do to make your postcards stand out.
1. Use Personalization
It is difficult to ignore a postcard when it is personalized to the individual who is receiving it. Adding a person’s name to the postcard is a great start.
2. Change the shape
The majority of the time, when you reach into your mailbox you pull out a nice, neat pile of rectangle mail that you quickly scan through like a deck of playing cards. What happens if you get something that doesn’t fit neatly into that pile? The odds are that you’ll pull that piece out and pay a little more attention to it! Consider trying a custom-shaped postcard for an immediate response. (Check out our cool guitar example above!)
3. Use unique photos and illustrations
Too many businesses use generic stock images of the industry they’re in to market themselves. Instead, try using a unique photo or illustration to draw the recipient in or prompt them to question what they’re looking at – then hit them with your offer.
4. Have a sense of humor
An easy way to connect with recipients is to appeal to their sense of humor. Make them laugh. Play around with the words and images on your postcard, tap into pop culture, or add a joke with a meaningful punch line. If done right, this can help you stand out from your competition and connect to your audience.
5. Make it interactive
Direct mail pieces work better when recipients make an immediate connection. They touch the mailpiece, hold it in their hands, and turn it over. Why not add some additional engagement to it? Add a scratch-off space or a sticker that peels away to reveal a hidden message or offer. Add some augmented reality by including a QR code on your postcard that recipients can scan to watch a hidden video.
Next time your team is working on a direct mail campaign, consider trying one of these suggestions to give your postcard a better chance of standing out when your recipients open their mailbox. If you’re not sure how to implement these, contact us today.
