Even if you think you can’t afford to spend any more time and energy toward your marketing campaign, you need to set aside time to gauge the effectiveness of your marketing pieces. Marketing doesn’t end after you mail out your full color postcards and flyers. You need to know who’s responding to your ads and how to get that number up. Yes, I’m assuming that you have a low number of responses. Who has ever said, “Oh I’ve gotten plenty of responses and leads. I don’t need anymore.” Exactly.
Read on for tips on how to increase your ad responses from your postcard marketing campaign.
Keep it simple. Don’t clutter your postcard with unnecessary words and graphics. You have precious little space. Use it wisely. Edit your text and keep your graphics a pleasant size in proportion to the text. Use colors carefully. If you choose to send full color postcards, don’t use neon colors with primary colors or any other clashing colors. Use complementary colors that will stand out from the rest of the mail.
Keep in mind your goals for the postcard. Your first goal is to generate leads. Your second goal is to provide information that leads to sales. For example, if you’re sending out mortgage postcards with a great discount, make sure you’re sending these to homeowners and renters. Why market to homeowners when they already have a mortgage? Because homeowners refinance. Homeowners also know non-homeowners that may be interested in buying a house soon. They won’t know what the best deals are if they don’t receive one of your mortgage postcards. They may not be actively looking for a mortgage like some renters might be. So generate leads and give them the information they need for you to make the sale. Do they need to call you? Don’t forget to include your phone number. Should they visit your Web site? Include your Web site address.
Give them a benefit. You need to state the largest benefit they’ll receive from your product or service. This should be the main point of your postcard.
Include an incentive for readers to take action. Include a discount or coupon on the postcard. If you’re having a sale, be sure to include an end date for the sale to create a sense of urgency. People will be motivated to take action if they know they have a limited amount of time.
Provide a fast and simple way to respond. Include your Web site address, email address, phone number and any other information needed to contact you.
If you include all these tips when creating your postcard, you’ll get a larger response. Make things easy for the potential customer: if you have a great offer that they don’t even need to think over and you’ve provided an easy way for them to contact you, they will!
