It’s obvious that direct mail is a marketing tool that should be utilized, but how do you make sure your campaign is designed to maximize return? Follow our simple steps below to ensure your marketing piece succeeds!

1. Understand the postal requirements

In order for your postcard to get to your audience, you must meet the USPS postal requirements, some basics to know are as follows:

• • At least 3 1/2”- 4 1/4″ high X 5”- 6″ long X 0.007”-0.016″ thick
  • Have finished corners that do not exceed a radius of 0.125”
  • Have adequate space for address, return address and indicia/stamp

For additional guidelines, the USPS has outlined them here.

2. have a clear call-to-action

What is the goal of your postcard? Visit your website? Use a discount code? Call your business? You need your call to action clear and easy to follow through with. Some examples of call-to-action are:

• Call XXX-XXX-XXXX to schedule your first appointment
• Scan the code to redeem your discount
• Reserve your spot before July 12th
• Download the app to start your free trial

3. relevant imagery

The images you use on your postcard need to be eye-catching and relevant. If you’re advertising a product, you should show it, if you want someone to visit your restaurant have a picture of people enjoying themselves at your restaurant.

Your image choice need to support your call-to-action while be visually appealing and relevant to your audience.

4. track your performance

Tracking the performance of your postcard is crucial in gauging your success and creating future campaigns! Using tracking information, you can tailor your next campaigns using the factors that worked and experiment with other elements to test what is more successful. There are several ways you can track your campaign:

• • Tracked phone number
  • QR code
  • Unique short URLs
  • A specific promotion code 

4. personalize

When people see a postcard with personalization, they are more likely to pay attention and follow through with your call-to-action. Personalization can be achieved through detailed databases and variable data printing (VDP). To learn more about VDP and customized mailing checkout this blog post. Some ways to include personalization include:

• • Inclusion of a first/last name
  • Differing offers
  • Differing images/designs
  • Different tracking links

Need additional guidance or want to use our design or mail team? Contact us here.

Why use direct mail?

The average person receives around 120 emails per day! Keeping your email campaign from drowning under the ocean of other emails can be extremely challenging. That’s where using a direct mail campaign can help you out. Everyday people only receive a few pieces of direct mail, this enables them to be able to actually look though each piece of mail and take notice to what is being advertised to them.

Because direct mail is getting used less and less, people are getting more excited to check their mailboxes everyday to see what they get. Participating in this small boost of excitement can give you and your business a positive edge over all other businesses right away. 

Now that we’ve got you interested in the idea, here’s some tips to consider while planning your next 

1. consider a unique size or shape

The first thing someone notices while sorting through their mail is anything that is a unique shape or size. Just by holding a stack of mail in your hands, it’s easy to tell if there are some pieces that peak an interest. Normal postcards and envelopes are easy to ignore, but a abnormally small or large piece? What about an oddly shaped piece? Now that will stand out.

Considering what people will notice is so important!! It doesn’t matter what deals or special discounts you are offering if people don’t even bother to look at what you sent in the first place. 

2. make your design pop!

Just as important as the initial attention-getter of an interesting size and shape, is what your mail looks like once you open it! Be unique and think outside of the box. You only get a few seconds of someone’s attention, so use that time to intrigue them enough to where they want to learn more. 

Creating a unique mail item can include anything from attaching a customized business card, having an interesting fold out, including unique cut outs, or creating an interactive experience. Remember that just because you are sending direct mail, it does not mean that you cannot include other medias in the mail you send. Include a QR code that links to a video, an interactive webpage, or contest. Your options are endless, so don’t settle for an average postcard.

3. choose the right promotion

No amount of eye-catching envelopes and postcards will be effective if you are not offering a promotion, deal, or discount that is both worthwhile and relevant to the customer. Choose a deal that is special to those receiving this campaign. Make sure the offer is appealing to a wide audience so many people will find interest in what you are selling.

Through a combination of interesting visuals and a solid deal or promotion, you are able to attract an entire customer base you wouldn’t have otherwise been able to reach.

need help starting a direct mail campaign?

We can help with anything from affordable printing and mailing prices to setting you up with the right direct mailing list. Start off your campaign strong with our help. 

Send us an email, come in and see us at 2226 Beebee St., San Luis Obispo, visit prpco.com, or call 805.543.6844 to get a quote.