For most businesses, sending direct mail has traditionally been a major production.
Figure out an offer. Find a direct mail agency and/or printing company. Wait to see the postcard design. Hope it doesn’t look like stereotypical “junk mail.” Many weeks and thousands of dollars later, send your postcards out into the world and pray for results.
If it works, it works. But you should know that these days, sending effective postcards can be a whole lot simpler.
For example, with direct mail software like Inkit, you can design and upload your own postcards, proof them yourself, and mail them directly to your customers, prospects, local residents, or any other list you choose.
You get total control. And a lot of power. And… a lot of responsibility.
Here are 4 principles to help you use all that creative freedom to make your business’s postcards as effective as possible.
1. Use Imagery That Feels Fresh
I’m one of those millennials who pay attention to the direct mail they get. Some of it, at least. Other pieces go directly into the recycle bin, and a lot of that’s due to design.
Corny stock photos? Clip-art-style illustrations? Color schemes that evoke the furniture store in my old neighborhood whose perpetual “going out of business” sale may still be going strong today?
So much direct mail design hasn’t kept up with the times. Which means that if your postcard leads with bright, appealing, real-looking photography, you automatically stand out.
For instance, check out the box of organic goodies on this mailer from Door to Door Direct:
Looks tasty, right?
But say your business isn’t so photogenic. In that case, a friendly illustration could do the trick. Here’s an ultra-cute postcard used in a B2B win-back campaign from a stationery supplier:
It looks like it could be a postcard from a pal, and it’ll probably get attention.
If you have design resources in house, I bet you have someone who’s dying for the chance to create an awesome illustration for a postcard. Give it to them.
2. Cut to the Feeling
An effective business postcard provokes an instant reaction. You want “Ooh, this looks interesting,” not “Hm, let me sit down and read this.”
Here are two direct mail pieces I received recently.
One’s for a mattress. One’s for a spa. You might think that the spa would naturally do a better job generating emotion… but you’d be wrong.
Both of these offers are ultimately about relaxation, but only the Casper mailer helps me visualize that state: a new man, well-rested and refreshed. The spa mailer focuses on the comparatively bland message of “exclusive holiday offers”—which doesn’t feel so unique this time of year.