Postcards are often used by businesses to generate customers. Direct mail is VERY effective. However, most businesses don’t benefit from direct mail for a variety of reasons.
Below are the MUST DO things to get the most out of your postcard program:
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Strong call to action
Don’t just give a phone number or website. Is there something you can do that will make them call or go to your website? Can you get them to opt in via email (to be able to save money in the future and be able to contact via email and regular mail)?
One strategy that has been very effective is offering some type of information or ebook applicable to the business or some type of downloadable coupon (go to www.xyz.com/20percent to download the coupon to get 20% off — go to www.xyz.com/sellmore to get 7 tips on how to double your business next year). -
Test ads online first
Before you use an ad, you don’t know if it’s effective. And you don’t want to find out after paying $1000 on postcards and postage that the ad was not effective. Use AB split testing on Facebook or Google. Test the title (and optimize). Test every line. Test the call to action. Test your landing pages. Test your conversion. And you can do this for around $50. If you optimize every piece you can increase overall conversion by 400-1000%! And a mailing that would have originally been a dud is now CRAZY PROFITABLE!
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Use a landing page to drive traffic
I see businesses all too often just push people to their main page. This is a mistake. By creating a landing page specifically for that promotion:
* you can tailor the message to that particular program (and decrease bounce rate)
* you can track it and optimize results creating the best possible ROI
* you can use AB split testing on different landing pages & more -
Create a Follow Up System
Don’t wait until after you run the program to create the follow up system. This could be a series of emails (from capturing the information from #1 above), a social media follow up (direct connects or creating a custom audience), phone calls or other means. You could also create a series of follow up post cards (sequencing). Dan Kennedy, an 8 figure direct marketing expert and best selling author, says: “no matter how good the offer is, a single exposure to a given group of prospective customers will have minimal effect. But multiple repeated exposures will have a positive effect disproportionate to the number of exposures.”
Do you want us to review your next campaign? Call us at 813.702.5925