Direct mail is used by businesses and organizations spanning virtually every industry.
Perhaps surprisingly, research continues to prove that physical media STILL outperforms digital media when it comes to driving actual sales transactions.
So the next question is... "How do I design the best-performing direct mail postcard?"
The answer? Sketch-it-out using these key marketing fundamentals.
Follow the direct mail marketing best practices provided below (7 easy steps!) to get the most out of your investment.
If you aren't sure where to begin, don't worry, marketing is all about constant optimization. After you launch your first direct mail campaign, you will have new data points and more opportunities to increase the effectiveness of your campaign.
These best practices will guarantee that you start on the right track!
- Persuasive Headline
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." —David Ogilvy - Product Shot or Photo
When is the last time you made a purchase without "seeing it" first? Your product or service must look amazing if you want to maximize sales and performance. Only use high-quality images that strongly represent your message and offer. - Sales Copy
Keep your sales copy short and easy to read. This copy should support your headline and reinforce the recipient's need for your product or service. Cut out the "marketing fluff" and drive consumer action. - Benefits
This one is obvious. Using a simple bullet-type format, list the key benefits of your product. Imagine that you are the reader, scanning the postcard -- what benefits will make the most impact in generating response? - Testimonial or Authority Marker
You can add credibility to your offer with testimonials or authority indicators. Where possible, include an image of the person featured in the testimonial, or, include recognizable logos from authority indicators (ie: BBB). - Offer / CTA
Your offer will literally make or break your direct mail campaign. There are two fundamentals to creating a great offer. A) Make the offer compelling (deep discounts, free shipping, 50% Off, BOGO, etc) and B) Urgency. If there is no sense of urgency, recipients will not be forced to take action "right now". - Clear Next Step(s)
This is the most overlooked part of direct mail offers. It's not enough to simply list your contact information and website. You must TELL the recipient exactly what they should do next. For example: CALL Right Now! (800) XXX-XXXX or Use PROMO CODE 'SAVE50' at yourwebsite.com
Remember, always keep your offer clear, concise, and easy to redeem.
Consumers want value, results, and convenience.