Important Answers to Critical Postcard Design Questions

We know just as well as you that direct mail is not dead. Well, the Huffington Post agrees with us in a new article published just last month.

With all of that said, let’s discuss postcard design that actually gets results.

Postcard design should not be just taking a larger print, cutting out some copy, and shrinking it down. We aren’t saying that is ineffective, but we are saying you can do a lot better.

Often, postcards can be produced quicker and lower production costs, so they’re easier to get in the mail faster. Messages should be simple, easy to digest, and easy to remember. They allow you to reach your best prospects in their homes, and you can personalize your offer for relatively little additional expense.   
  

In this post, we are going to look at postcard design and ask some fundamental questions. These questions are common and simple, but their answers are often ignored.

Should you use a theme on your postcards?

There is no objective answer to this. Sometimes themes work; other times they fail horribly. Remember, if you must use a theme, at least focus the theme on a product and offer. A “theme” doesn’t benefit consumers, but a product and offer does.

Does your postcard design have an easily identifiable product?

Prospects won’t hunt for the product, so it needs to be in their face without any guesswork involved. Make sure your prospects don’t have to read a hundred words to know what is being offered. If you have no special rate, no incentive, no giveaway, then you have nothing.

Does your postcard feature a definitive call to action?

Adding your basic contact info (phone, web address, etc.) is good, but it’s not a call to action. You need to tell readers precisely what to do next and repeat the offer, like this: “To learn more about our special 10% discount on Product X for all new clients, call us at XXX or visit our website at XXX.” 

Additionally, make sure your postcards includes a method or mechanism to track its ROI. If the CEO asked the marketing department how many loans a postcard has generated, make sure you are able to track that and have an answer.

Do you have a postcard question and answer you think is important? Please share it with us in a comment.

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