The first hurdle in direct mail is getting noticed.
Postcards are very effective at that, since no envelope needs to be opened. Images and copy are easily seen to capture attention. Better still is a larger postcard that stands out in the mail box. They are less likely to get shuffled into other mail as some small postcards do. A smaller card can seem as though you are trying to pinch your pennies, the larger card looks like it is worth more. Postcards work well for both B2B and B2C marketing. So, when doing a postcard we do recommend going with a larger card.
Here are 4 reasons why larger postcards are better:
- Get seen in the mail box
- Get read in the mail pile on the kitchen table
- More room for your message
- More room for your call to action
The best way to get people to read your postcards is to include colorful images that help to convey your message as well as draw interest. Grab their attention with the visuals and get them to respond with your copy. With a larger card you can easily convey your message without fear of overcrowding. Make sure to use bold letters and bullets to convey the most important things. Your call to action should really stand out, tell them what you want them to do and give them multiple ways to respond to your offer.
Of course the most important thing to do in direct mail is to target your audience.
Make sure you are sending your offer to people who will be interested in it. This will save you on printing, mailing and postage costs by not sending to people who will not want your offer. You want to be able to increase your return on investment and the best way to do that is to target your list.
Keep in mind that the postage rate for standard mail is the same price for a 4.25 x 6 card as it is for a 6 x 11 so take advantage of that!
If you have any questions contact us today. We are glad to help!