Direct-mail postcard marketing is one of the most cost-effective ways to drive customers to your business – but only if your campaign is highly targeted, has a compelling offer and includes a motivating call to action. Savvy marketers know not to waste time and money on “blanket” postcard campaigns that attempt to sell everyone; rather, they develop specific response goals for postcards and build campaigns to achieve those goals. Those aren’t the only secrets to postcard success, either; apply the following three postcard marketing secrets to your next campaign and you’ll be well on your way to outstanding direct-mail profits.
1. Work your mailing list
It’s easy to simply rent a mailing list comprised of basic demographics such as location, gender and age. But if you take the time to learn more about your customers, you can develop a mailing list that’s destined for success. Consider your three best customers, then compare their demographics: location, age, gender, income, buying habits, marital status, home value, parental status and more. Find common similarities between your top three customers to define a Best Customer Profile.
Now, rent a mailing list of those who match the demographics of your Best Customer Profile. These are people who are highly likely to buy. Keep in mind that an in-house mailing list comprised of past customers is the best mailing list you can send postcards to; however, if you want to expand your reach to new customers you should rent your list. It’s a good idea to rent the same mailing list multiple times, as repetition sells.
2. Make it personal
Most postcards I see are mini-advertisements. They’d look at home on the pages of a magazine or newspaper. While this strategy might work for some campaigns, in most cases you’ll achieve a greater response rate by making your postcards appear as though they were sent from a friend. Use script fonts, first names and signature lines to give your postcards a personal touch. Your recipients will recognize your postcard as marketing, certainly, but you’ll find they’ll still be more apt to read – and respond to – your postcards when you make them personal.
One of the best ways to maximize your return on investment is to minimize your investment to begin with. The trick is to find the perfect balance between quality and price. The good news is you can print premium postcards for cheap when you know where to look.
Moreover, if you can plan your postcard marketing campaigns in advance, you can take advantage of postcard printing deals that vastly reduce your investment in premium printing. PsPrint routinely offers discounts of as much as 60 percent off postcard printing, which can save hundreds of dollars in investment. Where does that money go? Straight to your return.
Developing a successful postcard marketing campaign isn’t difficult, but maximizing your return on investment is dependent on your application of insider secrets. Incorporate these tricks into your next postcard campaign, and watch your response rate – and profits – soar.