A postcard can pack a big punch in a small amount of space, but if you want to get your audience’s attention you’ll have to maximize every inch of the real estate. This doesn’t mean cluttering it up with a bunch of junk. It means making sure that every inch serves a purpose.
If you want to get the most out of your direct mail investment and are unsure of the options for making full use of your space, here are some ideas:
- Add images. Images increase engagement and conversion rates. Use high-quality images and give them priority—and bigger is better. Skinner Auctions (made famous by the Antiques Roadshow), for example, found that by increasing its feature image by 28%, it increased customer engagement by 63%.
Communications with images are much more impactful than communications without. Images do several things critical to your marketing success:
- Tell a story at a glance
- Appeal to customers’ emotions
- Increase perceived value
- Increase brand recognition
- Establish trust
- Add charts or graphs. Consider those that show industry data, product benefits, or other data of direct relevance to the recipient.
- Add maps, whether static or personalized. Maps add color and richness. When communications include a map, customers will invariably take a closer look.
- Add QR Codes that lead to interactive content, such as product videos or customer testimonials. Adding a QR Code doesn’t add additional cost to a printed piece, but it does create a much higher level of engagement, especially if it leads to video. Studies consistently show that video increases engagement and conversion rates significantly.
- Add customer testimonials. Use QR Codes to video, or just include snippets of quotes talking about their enthusiasm for your business or products. A recent case study for WikiJob, for example, showed that simply by adding customer testimonials to their website, conversions improved by 34%.
- Go bigger. Studies and case studies consistently show that over-sized postcards get better response rates than traditional sized postcards. In research conducted by the Direct Marketing Association, in fact, over-sized envelopes have an average 5.0% response rate compared to 3.5% for letter-sized envelopes. Similar data exist for mailers and postcards.
- Don’t draw a blank. Don’t leave white space on your mailer. If you are going to make the investment in direct mail, make that investment count.
Need ideas? Talk to one of our experts. We’d love to help.
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