Direct Mail Solutions That Actually Work

We are all familiar with postcards in some sense. Many people will connect the word to the funny photos you send home to friends and family while on vacation. Others will associate the word with postcard marketing – which is the definition I’ll be covering throughout this article.

I want to talk about why postcards are such a good direct mail solution if you are selling a product or service to the general public. These small pieces of paper can get your name and company information into the homes of hundreds, and if they’re done right, can boost your business.

So, what makes a postcard so great? Why not send a flyer or a letter chock full of information?

There are several advantages to postcard marketing:

1. Postcards can be used for many different industries. Realtors, restaurants, landscapers, and everyone in between can use a postcard to deliver information on their products or services.
2. Postcards don’t need to be opened. If you’ve ever received mail, you know that 9 times out of 10, you need to open an envelope to get to the piece of paper with the information you’re looking for. With a postcard, nothing needs to be opened. Your mailer is already ready to be seen and is likely to catch the recipient’s attention, unlike an envelope which is likely headed straight for the trash can.
3. Postcards are short, sweet, and to the point. Your information is easily accessible on a 4×6 or 5×8 card – there isn’t any extra information that your reader needs to skim through (or ignore) to get the main information on your mailer.
4. Postcards are easy to mail. If you’re used to sending letters in the mail, you know the daunting process that is involved. Typing, printing, folding, stuffing envelopes, and more. Postcards are essentially ready to go, saving you a lot of valuable time. Some sites, like MapYourSales, will even send the postcards out for you so you don’t have to take any additional action or step inside a post office.
5. Postcards are easy to create. Choose and image and some text – 150 words at most and that’s it. Letters can be long, and you must get the wording perfect, so it flows and is organized appropriately. Another option with postcard campaigns is hiring a third party to create the postcard for you! Some websites that include direct mailing services have pre-built templates for multiple industries, so you can choose a postcard design, and you don’t have to do any work!
6. Postcards can track who acted. Generally, on a post card, you will add your phone number and website. So, if you receive a phone call or get a new lead from a form on your website, you know that your postcard is being seen.
   The advantages to using postcards in your direct mail campaign are great, but they won’t do you any good unless you know how to create an effective postcard that will prompt your recipients to take action.
   So… here are some practices to help you write the best postcard you can for your business!
7. Tell the prospect what they need to do. Give them instructions. If you have a pest control business, tell the reader ‘Call (XXX) XXX-XXXX for a free quote’. If you don’t give your audience an action to take, your postcard’s next stop might be the trash can.
8. Keep your message short. You don’t have much room to work with on a postcard, so you need to get your point across in the space that you do have. A good practice with postcards is to list benefits and features – make the read worth it for your prospect.
9. Highlight your benefits. Tell your reader what you’re selling or what you can help them with. Make this known – your prospect should know what your product or service is immediately after taking your postcard out of the mailbox.
   Postcards get their messages across after first glance. Unlike letters or other types of direct mail advertising, there are no additional steps your recipient needs to take. Your reader simply opens the mailbox and can already see what product or service you can offer them, sometimes without reading a word.

If you’d like to learn more about direct mail solutions that work, check out Map Your Sales today for more info.