By Tim Bryant - Business Development
Experts estimate that we are bombarded with 6000 to 10,000 marketing messages daily. This makes the task of getting your prospect’s attention daunting. Studies show, however, that people still pay attention to their mail. Why not consider a postcard mailing to your prospect or purchased list ? A clear message with a good design can get you moving in the right direction.
Size Matters in the Mail –
When designing your postcard don’t go for the smallest (read cheapest) option. The minimum postcard size is 4 x 6.25 and if you want to get lost in the mail that’s your size. However, the goal is to stand out in the mailbox and the best way to do that is with a larger postcard anywhere from 5.5 x 8.5 to 6 x 11 inches will help carry your message well, and get you noticed.
Tempting Offer –
When it comes to any marketing piece the goal is to get the future customer to respond. With that in mind make your offer tempting and worth their time. A coupon for a “percentage off” built into your postcard can work nicely but it needs to be a discount that makes the customer want to move. Groupon requires the offer to be 50% but, depending on your product or service staying above 10% works better. Keep in mind it doesn’t have to be a discount. You can offer a small gift like an Amazon Gift Card or even a chance to win something nice – anything to get their attention and get them to act.
Establish Urgency –
We’ve all heard the dealerships and furniture stores say, over and over, “Sale Ends Tuesday so come in soon!” We also know the next “sale” will be right around the corner, but there is a good reason they do this. Setting an end date for your offer establishes a sense of urgency in the buyer and gets you on their To Do list.
Frequency Also Matters –
If possible, do a campaign instead of a one-off mailing. People are busy, and if they don’t need your service right away, they may keep your postcard for future action or reference. Another one with a similar or complimentary design and offer may remind them of what they were planning to do all along – pick up the phone and call you.
Target Your Mailing –
Finally – now more than ever it’s easy to build a custom list with the exact profile of your customer in mind. Are you looking for homeowners; single-family dwellings; household income above a certain level? When you work with a professional vendor all these things, and more, can be built into your list. We can help you find pet owners, people with children, people who like the outdoors, people with second homes or who read certain publications. There’s no need to just “spray and pray” anymore – now you can really target your best prospect.