The postcard has evolved into the marketing instrument of choice for many successful B2B & B2C companies. Marketing Postcards provide a method of presenting your company’s message quickly and clearly, without asking too much of your prospects’ time.
A lot rides on the design of your postcard because you must capture the reader’s attention before they discard it (if you will).
For valuable insider tips on getting the most from a postcard
Size Matters
When many think of postcards, they conjure up images of the old-school 4″ x 6″ ineffective version. Today’s postcards come in many sizes that get you noticed in a mail stack of #10 envelopes.
We recommend designing a 6″ x 11″ postcard with an in-your-face image area to get their attention.
Color Outside the Lines
Always, always, always print your postcard in full color. Wow your prospect with color. Don’t stray too far from your brand colors but certainly don’t be shy about making them big and bold.
Use color on the entire postcard and beyond. Don’t use borders; bleed your colors off the edge of the sheet to create intrigue.
Use full color postcards for maximum impact.
Write it Right
Keep your copy short and to the point.
The reason postcards are so effective is that we’ve learned to scan subject lines in our email for relevant content. Write your headline copy like you would an email subject line. The advantage postcards have over emails is that you also have graphic images and color to get their attention as well as copy.
Use 2 or 3 word headers, bullet points, and just enough copy to engage your reader. Make them want to look on the other side.
Break the Code
The front of the postcard captures attention, but the back of the card should be designed with the clear response mechanism (or call-to-action) in mind.
Consider how you want people to respond and make it easy for them with a phone number, website, address or map to your location.
QR Codes can be added to the design to allow potential customers to scan the card and give them more detailed information on their mobile device.
Tell the recipient exactly what you want them to do; visit your website, sign up for conference, call for more information, go to your store location on Saturday for the 2 for 1 sale.
The response prompt should be the focus of the back of your postcard.
Postcards can be used for more than just mailing, the offer many benefits:
- They make for a great tradeshow booth handout
- Fit nicely into a pocket in presentation brochures
- Are an effective “leave behind” at sales calls with potential customers
- Don’t take up much space next to the checkout at your store
Following these design tips will increase the response rate of your postcard.
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