Posted By Seamus Barton
Five Postcard Marketing Mistakes to Avoid
In an age where consumers are slammed with ads at every corner, it’s even more crucial for your mailing campaign to stand out from the rest. People are getting bombarded with sales pitches in their digital mailbox and traditional ones, too. That’s why postcards are increasing in popularity for their efficiency and simple design.
A huge benefit of postcards is that they’re already “opened”. Unlike conventional letters, postcards don’t come in envelopes. They’re ready to be read. Or at the very least, the message will be seen—no matter how hastily—by the recipient.
Despite all the advantages of postcards, your campaign can still end in failure if you’re not careful. Here are some of the biggest postcard mistakes businesses are making—and how you can avoid them.
1. Not targeting the best prospects
If you’re a designer of women’s clothing, you’d never target male college students, right? You’d likely go after educated, career-minded female professionals or their spouses instead. One of the biggest mistakes you can make in postcard marketing is not targeting the best prospects.
That’s why it’s important to have access to the best possible mailing list of customers in your target demographic. In-house lists are most ideal, especially if these people have a proven history of acting on offers that interest them.
If you don’t already have your own mailing list, Troi Mailing Services can help you target the right audience using Smartmail Marketing. Our valuable experience with Canada Post also allows us to navigate their Precision Targeter tool with ease and expertise. Rely on us to help you establish your ideal market, so your next postcard campaign can be a true success.
2. Using postcards as a sales pitch
Postcards simply don’t have enough room to provide all the necessary details to close a sale. Never use postcards as a sales pitch. Instead, use this innovative format to grab the recipient’s attention—then lead them to the next step that can close the sale. This purchasing journey will involve a number of channels all working together to entice customers to buy. These channels can include your website, social media presence, a grand opening invitation, or special promotions.
In addition, never stuff your postcard with excessive information. Its purpose is to provide recipients with a message that’s visually impactful and succinct. A short, attention-grabbing headline is sometimes all it takes to lure recipients into taking action.
3. Sending a postcard that’s not personable
Postcards are meant to be fun and engaging, so avoid designing something that reads like a formal ad. The overall tone should be friendly and good-natured. After all, don’t you remember the good old days when people actually used postcards outside of the marketing sphere? You’d write a quick postcard from Paris (or whatever country you were travelling in) just to let friends back home know you’re having a great time. That’s the same vibe you should maintain for your postcard campaign.
4. Not using a high-quality printer
Sure, it’s easy to print off some postcards on your office laserjet printer. But do you really want to risk grainy-looking images on flimsy stock paper? Make a good first impression by spending the time and resources on high-quality printing services. It will certainly make all the difference.
Troi Mailing Services can print your postcards in rich colour using our state-of-the-art printers. Not only will our process capture the true vibrancy of your text and images, but we can also bundle Neighbourhood Mail (formerly known as Unaddressed Admail) consistently for Canada Post carriers. And no need to worry about printing costs, as we offer some of the most competitive rates in the GTA.
5. Lack of repetition
Persistence is key for a successful postcard mailing campaign. Consistent, repetitive mailings are much more effective than a one-time, shot-in-the-dark attempt. When recipients see your company name over and over again, they’ll internalize your message and remember you, even when they’re not staring at your postcard. This repetition is necessary to build credibility and familiarity.
When planning your campaign, create a mailing schedule to repeatedly connect with your target audience. Instead of sending the same postcard over and over again, think of design variations to keep things interesting. Even though the images and colour schemes may vary slightly, it’s important to keep your overall message consistent for each mailing.
By avoiding these common pitfalls, you can ensure your marketing initiative is a success. Troi Mailing Services can help you create a postcard campaign that delivers results. From the initial design process to final press and digital printing stages, our team of experts can take care of the details from start to finish. Our strategic partnership with Canada Post also means we have the expertise to ensure your postcards meet standard mailing requirements. Get in touch to see how we can help your business grow and succeed!