Direct mail, junk mail, bills, invitations—all of these can clutter a mailbox. Here are four steps that get your postcard immediately read.
1. Pick the Right Headline
Your headline should draw attention to your body copy, which is your most powerful selling tool. That along with an exciting image will make that potential customer want more info now.
2. Use the Right Message
An educated consumer is a consumer willing to make a purchase. It’s as simple as that. So put important information right on the mail piece. You could send them to a website or have them call but that is asking a lot. Instead, make it easy for your audience to understand what you do or what you’re asking.
When telling your story, be sure to:
- Start from the beginning
- Be direct
- Be truthful
- Include as much information as you can in five sentences or less
Chances are your prospects are scanning your piece on the way from the mailbox into their home. You need to grab their attention.
3. Choose the Right Medium
Think about your medium. Will a postcard or letter produce the best results? The postcard may be preferred because it generates immediate interaction— no envelope to open. If it is a 6 X 9 or 6 X 11 postcard, it will stand out in the mailbox because it is larger than a #10 envelope.
However, some direct mail is more suited for the envelope/letter combo, especially those that involve high-dollar sales, financial services, or nonprofits asking for donations.
Color will always catch more attention than black and white but use of more colors is not necessarily better. It can cost most to create and may look too cluttered.
4. Target the Right Person
Use what you know about them. In other words, target them. Consider demographics such as age, income, gender, the age of their home, etc. The more information you have on your customer, the better response rates you will get.
Personalize it! Personalization can enhance a consumer’s inclination to read your mail piece by creating a sense of familiarity. For example, would you be more likely to open an envelope that says “Current Resident” or “[Your Name]”?
The bottom line is, if you target your customer with an eye-catching, informative mail piece that stands out – your customer will be educated, informed, interested and more likely to make a purchase.