5 Postcard Marketing Mistakes to Avoid

Postcard marketing is thriving and effective in the age of limited time and even more limited attention spans. However, creating a strong postcard campaign requires special planning and execution. So, before your next marketing blitz hits mailboxes, here are some common pitfalls you should avoid:

Postcard Marketing Mistake #1:
Keeping Content Too General

At first glance, it might seem like a good idea to make your marketing appeal to as many people as possible, but it can actually do more harm than good. The main goal of your postcard marketing is to increase awareness of your business, but it needs to grab your customers’ attention first. You can do that with focus.

Focus on Messaging – Build a solid buyer persona and decide what messaging would resonate with them.

Focus Personalization – Engage with clients on a higher level with personalized messaging in your postcards and mailers.
Examples:

• Use your recipient’s name on your postcard. Don’t be overwhelmed; technology can help!
• Send greetings for holidays, special events, or other triggers with automation.
• Include useful information like the value of their home for real estate clients.

Pro Tip: When designing your marketing, try to think about how you solve your customers’ problems, not just telling them about your business.

Postcard Marketing Mistake #2:
Forgetting the Call to Action

So your prospect received your postcard explaining you and your awesome business. Great!

Now what?

It’s essential to tell your recipient what to do next. This is important not only on postcards, but on all kinds of direct mail and digital marketing, too. This encouragement is referred to as a call to action, or a CTA for short.

Don’t overthink it. Keep it short and sweet. Be clear about what you want your audience to do, and you’ll be surprised at the results.

Here are some examples:

• Call today for a quote!
• Book with us now and save 20%!
• Contact me if you’re thinking about selling your home!

Postcard Marketing Mistake #3:
Only Mailing Once

Remember, marketing strategies are meant to be fine-tuned. If you get less-than-ideal results, you may need to make a small adjustment to get the impact you’re looking for. Try a steady drip campaign or perhaps test multiple messages with different target audiences to see what works best. Track the results to find the best marketing strategy that works for you.

Postcard Marketing Mistake #3:
Sticking to Postcards Only

Direct mail offers a whole world of options for your marketing strategy. Standard postcards are incredibly useful, but not the perfect fit for every situation. Don’t put all your eggs in one basket. Your customers are in many different places, so you should always diversify your marketing strategy across multiple channels for the best results.

Treat your postcard as a single component in a larger digital and direct marketing program. Every marketing tool, whether a single 3×5 postcard or a targeted mobile ad, should work with every other piece to build brand awareness and generate a positive customer response.

Further expand your postcard marketing’s reach by adding multi-channel elements to the design, like trackable QR codes that your recipient can scan to reach your digital presence. It’s an easy way to get more mileage out of your direct mail campaigns.

Postcard Marketing Mistake #5:
Second-Guessing the Effectiveness of Direct Mail

With increased push toward digital communication, many professionals underestimate the tangible connection of printed ads. We could share all kinds of statistics showing that direct mail is a highly effective marketing strategy. But the bottom line is getting mail is fun! And many consumers respond well to messages that don’t pop up on a screen.

In fact, a study by the U.S. Postal Service found that a whopping 88% of Millennials take the time to read through their mail. That statistic alone should make you rethink and possibly reset your customer acquisition/engagement strategy…especially if your emails keep ending up in recipients’ junk folders.

Postcard Professional

Now that you have the tools to avoid any pitfalls for your next postcard, you can nail your next campaign. Remember, if you need any help with your next marketing campaign, Xpressdocs has everything you need to set yourself up for success. Our expertise and products are here every step of the way to help grow your business and serve your customers. Contact us to learn more or schedule a demo with our world-class customer service team today!