Create an Effective Postcard Mailing in With 6 Crucial Points | Presort Inc.

Create an Effective Postcard Mailing in With 6 Crucial Points

Postcards are among the most important items in a direct mail campaign, but not everyone uses them correctly. When your direct mail strategy is executed effectively, a postcard can help generate plenty of sales. 

A postcard is one of the most widely used promotional items. Companies send them to a range of prospects for a variety of reasons. Whether it’s to promote a new sale or just say thanks to a loyal customer, postcards can help bring the right attention from your target audience. In a previous post, we discussed what you need to do to [execute a successful direct mail campaign], but this blog will expand on that by revealing the secrets to successful postcard mailings.  

The Ultimate Guide to Postcard Mailing

When it comes to direct outreach, postcards are key. But creating them isn’t as simple as printing a design on a piece of cardstock. A lot more is involved than meets the eye. If you really want to boost your response rates from your mailing list, make sure you follow these postcard strategies: 

1. Select the Right Size

Postcards are typically printed on three main sizes: 4X6-inch, 6X11-inch, and 8.5X14-inch. So how do you know which size is most appropriate? It depends on what you want to get across as well as your budget. The bigger the postcard, the higher your printing costs. Smaller postcards give you more control over letter class (first class, standard mail, and others). If you have a longer target list, you should consider building a campaign with smaller postcard samples. This helps save you more money and gets more postcards to your prospects a lot faster. 

2. Create a Stellar Design

Postcard designs are among the most pivotal aspects of any direct mail marketing strategy. You’ll want to create an out-of-the-box design that captivates audience members at first glance. Postcards with dull designs will likely just end up in the trash. Keep the font simple and make sure the message is easy to read. Support the message with attractive colors and visually appealing images and graphics. Your audience will be more inclined to participate in the promotion when the postcard is designed with a memorable theme.

3. Come Up With an Enticing Headline

Designs are the foundation, but the headline is the icing on the cake. The best postcards have to pass the eye test, but to do that, you’ll need a headline that stands out from the rest of the copy in a bold, inviting font. When deciding on potential headlines, it’s best to brainstorm at least five to 10 options. Make sure the headline teases at a solution to a common problem. For best results, try to incorporate your offer into the headline. Here’s a few examples that have been proven to turn heads!

4. Strengthen Your Offers

The objective of your direct mail campaign isn’t just to create a promotional appeal. Postcards are meant to attract responses from audience members. To do this, you’ll need to entice prospects with an offer that satisfies their needs. Present your prospects with something like a free trial, a coupon, discount, or a buy one-get-one-free offer. Whatever your offer is, it needs to be unique and provide readers with a valuable takeaway. 

5. Develop a Clear Call to Action (CTA)

You’ve come up with an awesome offer for your audience, but how exactly will they capitalize on that opportunity? Do you want the recipient to visit your website, follow you on social media, or send a response in the mail? You need to persuade recipients to follow through on the offer. Like a headline and an offer, your CTA also needs to stand out. Make sure your postcard is interactive and encourages readers to take action, but just make sure you’re ready to handle their responses. 

6. Send to the Right People

The design is complete and all of your prints have been made. It’s officially time to distribute all your postcards, but before you start shipping them, make sure your mailing list is up to date. You may need to make a few adjustments to your distribution strategy depending on who your intended audience is. 

If you’re targeting consumers, you’ll want to run a longer campaign and monitor engagements at least once a month. Small businesses are easier targets to plan for because they don’t have as many address changes as individuals. Performing a little research goes a long way, because you’ll be able to track which stage of the buyer’s cycle each prospect is in. This comes in handy when it’s time to send personalized postcards to your potential customers. 

Successfully Execute Your Direct Mail Campaign

At Presort Inc., we work tirelessly to help you make the right connection with your audience. Whether you’re hosting a long-standing campaign or just want to promote a quick sale, we’ll do everything we can to help get your message in front of the right eyes. We’ll be there every step of the way, from the initial design to the final distribution, to ensure that your campaign turns out flawlessly. 

If you’re ready to take advantage of all of our exciting postcard mailing solutions, contact us today to schedule a free consultation with one of our experts!

The Importance of Mailing Lists in Direct Mail | Presort Inc.

The Importance of Mailing Lists in Direct Mail

The key to a successful direct mail campaign doesn’t start with the design—and it doesn’t end with order fulfillment. Your success depends on how accurate and relevant your mailing list is. 

Ordering a mailing list for a direct mail campaign is a difficult process. You won’t have any shortage of options, but you’ll only be able to choose one that aligns with your budget and outreach strategy. If you make the wrong decision and wind up with the wrong list, your entire campaign can take a left turn. But what exactly is the difference between a good and bad list? That’s one of several things we’ll address in this blog.

How to Put Together the Best Direct Mailing List

Building a list is more comprehensive than just pulling data from a customer relationship management (CRM) system. An awful lot of time and money goes into developing these lists, so it’s better to be patient before you roll out the rest of your direct mail strategy. To build the perfect campaign, you must compile a list based on these critical factors:

Deliverable Percentages

Before you compile the final mailing list, you must determine how many addresses are actually deliverable. This helps weed out all the bad addresses from your prospect list. Don’t waste your marketing efforts trying to send a mail piece to someone unless your postal service guarantees at least a 90% deliverability rate.  

Updated Data Sets

For best results, it’s wise to update your mailing list at least once a month. This helps you determine which prospects fall into what categories. You’ll be able to analyze different behaviors and classify whether people on your initial list are potential customers or the “do not send” type. This also exposes you to new deliverability rates, allowing you to optimize your campaign so you don’t waste your hard-earned marketing efforts by sending unique items to dead-end addresses.  

The Length of Your Campaign

Your mailing list is more expensive the longer your campaign runs. While some lists allow for unlimited reach, others only receive one-time access depending on the contact. One-time lists are typically more qualified, meaning you’re targeting prospects who are more likely to convert to loyal customers. Tailor your campaign goals based on the type of target you’re trying to reach. If you want to follow up with multiple pieces, it’s best to set aside a higher budget for a longer campaign. 

The Number of Verifiable Address Changes 

Every time a prospect moves, they must get their address changed through the U.S. Postal Service. To do this, the postal service runs the person’s credentials through the National Change of Address (NCOA) database. When developing a direct mail strategy, it’s best to pay an extra service fee to acquire access to NCOA data, especially if you’re planning on sending multiple items throughout the course of the campaign. This helps you keep tabs on where your prospects are.

Business or Consumer Targets

Who is your target audience? Businesses or individual consumers? Mailing lists are more complex to build depending on how many prospects you’re targeting. Businesses are generally easier for constructing a campaign. These campaigns typically revolve around seasonal opportunities or sales for high-necessity items. Consumer lists are usually more calculated and require a higher budget. You’ll want to develop a longer strategy to make a real impact on lists with higher consumer percentages. Additionally, it’s also best to design your promotional items based on each prospect’s demographic. 

Let Presort Inc. Perfect Your Direct Mail Marketing Strategy

When it comes to direct mail marketing, no one is better to have by your side than Presort Inc. Our team are experts in design, fulfillment, and prospecting. We’ll be there every step of the way to get your unique mail items in front of the right audience.

If you need help building a new mailing list, we’re the right people to have in your corner. Give us a call today to schedule a free consultation with one of our experts!

6 Ways to Build an Effective Direct Mail Campaign | Presort Inc.

6 Ways to Build an Effective Direct Mail Campaign

We live in a world dominated by digital advertising, but an effective direct mail piece is a surefire way to stand out in the eye of the consumer. 

Technology has transformed the marketing industry. Digital advertisements flood our screens every time we surf the web, scroll through social media, and check our emails. Yes, these are quick and easy ways to create brand awareness, but there isn’t a lot of authenticity behind these marketing tactics. Though we live in a world dominated by the internet, it’s best to take a traditional outreach approach and execute a more personal strategy. 

How to Building a Successful Direct Mail Strategy

Digital technology may be changing the printing and mailing industry, but there will always be a need for a direct mail service. But before you begin distributing advertisements to prospects and loyal customers, make sure you put these six critical practices into effect: 

1. Study Your Data

The first step in creating a direct mail campaign is to leverage accurate data. If your company operates with a customer relationship management (CRM) system, make sure you’re pulling the latest data sets from your dashboard. This gives you a clear indication of who your target audience should be. From there, you’ll be able to build an accurate mailing composed of potential customers and loyal purchasers.

2. Build a Personal Campaign

The most effective types of direct mail are those with a personal touch. And that means more than just addressing the package with someone’s first name. Every prospect and customer is unique, so make sure you treat them as individuals. Create personal mail items based on the information collected from your CRM tool. Segmenting your data and providing personal offers helps yield the best results. 

3. Time It Perfectly

If you want a good response rate, you need to make sure you time the delivery appropriately. To get a good return on your investment, you’ll have to make a connection with your audience using the right medium at the right time. For example, it’s best to mail a personal brochure about an upcoming holiday sale at the beginning of the winter. Finally, make sure to take note of which stage of the buyer’s journey the prospect is in. 

4. Take Multiple Approaches

When it comes to direct mail, it’s best to switch up your marketing efforts. Integrate multiple pieces into your direct mail campaign. Don’t just focus on a single brochure or postcard. Fill your campaign with a variety of mail items. For best results, it’s wise to A/B test your efforts to see which item has the best effect on your audience. And to generate the best response, encourage audience members to interact with your social media ads and email promotions. This improves promotional efforts all around. 

5. Measure the Success of Your Marketing Efforts

At the beginning of your campaign, you should set up measurable key performance indicators (KPIs). As you build out the campaign, follow up periodically to track the results. These are some of the metrics you should be taking into account:

  • Size of the target audience
  • Cost per item mailed
  • The total campaign budget 
  • Response/conversion ratios
  • The average income per prospect
  • Profit accumulated since the start of the campaign

Measuring these results throughout the course of your campaign enables you to sharpen your strategy, giving your campaign a competitive edge.

6. Execute and Renovate

Once you’ve collected the results you need, use that data. Alter your campaign regularly based on the responses you’ve previously generated. This optimizes your direct mail pieces, ensuring they meet your prospect’s interests. Always be persistent when executing your direct mail campaign as well. Send multiple follow-ups according to the different sets of information you have on file. 

Create the Perfect Direct Mail Campaign With Presort

When you’re ready to put the perfect direct mail strategy into effect, contact the experts at Presort Inc. We are a team of problem solvers who will do whatever it takes to get your personal mail in front of the right set of eyes. You can count on us to be there every step of the way, from the initial design to order fulfillment and beyond.

Get ready to take your direct mail campaign to the next level by setting up a free consultation with the Presort Inc. team today!