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.

From social to print, we are going to take you places. Contact us to get started today.

3 Ways to Save on Your Direct Marketing Campaign

Direct mail can have astonishing results when a great plan is executed. As we have discussed in the past, social and online marketing have seen a tremendous boost in recent years, but direct mail is still as relevant as it always been.

Consider this: studies show that 65% of adults in the millennial generation prefer to read something on paper.

Clearly, direct mail is an option for a business of any size, but what if your mailing list is big and your mail is complex? Direct mail campaigns can get expensive quickly. However, there are still plenty of ways to keep your direct mail fresh without breaking the bank.

Here are three ways to do just that.        

A Smart List is a Targeted List

Your direct mail campaign is only as good as your list. That’s why it is important to have a smart, targeted list. Make sure the list is up to date and is geared toward an identified responsive audience. If you want the highest possible ROI on your direct mail campaign, your list has to remain updated.

Keep your list updated every year or so by reaching out to each household directly. Especially do this when creating a new campaign or adjusting your service. Make sure each person on your list is part of your target audience. You should include only those who are likely to use your service or respond to your offer.

Know Your Budget; Know Your Capabilities

Keep your budget in mind when formulating your new direct mailing campaign. If certain materials are more expensive to buy large quantities of, avoid them in favor of a less expensive alternative. If some letter dimensions cost more than others to mail, choose a more standard size. Modify your campaign ahead of time if you know you will need to work within a tight budget. Be prepared to adjust multiple versions of your mail to cut down on production costs as much as possible.

Work with Professionals

Businesses often opt to keep things in house, but working with seasoned professionals can yield much higher results. This is necessary for two reasons: 1) We can customize a campaign to suit your exact needs based on past success and experience, 2) You already have a job to perform no matter what industry you are in – the less time you spend on marketing tasks, the more time you have to focus on your other priorities.

Staying in-house on a direct mail campaign can quickly become a process of wasting time and money.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com

How and Why Social Media Matters to Your Business

Just about every business leader has heard about it, but that doesn’t mean every business leader understands it.

Social media is no longer optional. It’s a priority in every business’ marketing portfolio and it’s been this way now for years. The reason social media drives success is because it has revolutionized the way brands and businesses communicate with their customers.

While print marketing is still a valuable form of advertising, social media goes beyond one-way communication messaging. Social media is about engagement. It’s live and it provides businesses with the tool for two-way communication with their customers.

Sadly, only 1 out of 3 small businesses use social media according to research done in 2012 by Gartner, an IT research and advisory company. Furthermore, they also report that 50% of web sales will occur via social media by 2015.

Doesn’t it make sense for every business to be a part of that?

What business owners should know is that social media is now a major part of most people’s lives. That same research shows that 79% of Facebook fans are more likely to purchase from a brand they have connected with on Facebook. Facebook says they have more than one billion users on the site each month as of March 2013.

The statistics are practically yelling about how important this business opportunity is.

This gives brands the opportunity to humanize themselves and start engaging with consumers. In the process, businesses receive the following benefits:

• Increase sales
• Increase prospects and leads
• Build brand awareness
• Improve knowledge of prospects and clients
• Improve marketing ROI
• Become the thought leader in your industry
• Launch new products or services

Here is a checklist for business owners to understand what resources they need in order to effectively manage social media:

•    Know your audience and who you are targeting: age, location, income, etc.
•    Speak AND listen. Social media is not a billboard; it’s a conversational venue.
•    Diversify your content. Post pictures, ask questions, experiment, and be fun.
•    Be professional and personable. Depending on your brand and messaging strategy, you’ll fall somewhere in the middle of the professional-personal spectrum. Make sure messaging is never too stiff or too personal sounding.
•    Know how to manage ROI or employ someone who does. Study metrics and insights and adjust content to what works.
•    Know when to get help. If you are unable to do social properly and effectively, hire someone who can. There is no value in social media if it is not done right.

It’s past the time that every business owner understands social media so they can use it to their advantage. Almost 8 new people come onto the Internet every second. Will they find you?

Contact Tray, Inc. for your Social Media Management Solutions today.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com