How to Keep Your Direct Mail Postcards Out of the Trash

Do you want to keep your direct mail postcards out of the trash? Maybe even have your mailer hung up on fridges or saved in safe spots for later? 

Well, it’s very possible! In fact, 54% of consumers keep an interesting piece of mail and refer back to later.

But, how can you ensure your postcard falls on the right side of that statistic? Let me tell you, it’s not about luck. It’s about making intentional, strategic choices in both your audience targeting, content, and design.

Don’t worry, we understand that it can be a lot to grasp at once, that’s why we're here to help! Below, we dive into essential tips that can transform your direct mail postcards from forgettable to fridge-worthy.

Best Tips for Effective Audience Targeting 

Let’s face it: not everyone is a potential client or customer for your business. And that’s perfectly fine! This is why identifying and targeting the right audience is crucial.

When you're investing in any marketing campaign, you want your ads to reach people who are genuinely interested in your product or service. Imagine trying to sell skateboards in a retirement community or promoting hip replacements at a high school. It just doesn’t add up. The goal is to align your product with the right audience, ensuring your marketing dollars are well spent.

Understanding your audience, whether through social media or direct mail, is essential. By focusing on specific traits like location or interests, you can make your marketing efforts more impactful. This approach goes beyond mere visibility; it's about creating meaningful connections and transforming them into loyal customers.

Finding Your Target Audience

To discover your target audience:

• Analyze Current Customers: Identify common characteristics.
• Examine Your Product: Determine who needs or wants it.
• Study Competitors: See who they target and find overlooked niches.
• Conduct Market Research: Use surveys, interviews, and focus groups for insights.

Common Strategies

• Social Listening: Use social media analytics to see who’s talking about your brand.
• SEO and Analytics: Tools like Google Analytics reveal who visits your site and their behavior.
• Customer Feedback: Direct feedback provides real-time data on your audience.

Audience Targeting Made Quick & Easy with Mapfire

Navigating audience targeting is complex, but Taradel’s Mapfire simplifies this. Mapfire combines data-driven solutions for direct mail and digital campaigns, ensuring precision targeting.

Features of Mapfire:

• Precision Targeting: Customize campaigns by applying various geographic and demographic filters such as age, income, drive time, length of residency, and more.
• Heatmaps: Visualize potential customer clusters for strategic targeting and match them with a postal mailing route.
• Multichannel Campaigns: Combine direct mail and digital marketing for a cohesive experience.

Try out Mapfire for free today, click here!

Effective Tips for Postcard Design and Copy

So, you've mastered targeting your audience. That's a significant step, but it's only half the battle in keeping your postcards out of the trash.

Now that you know your postcards are reaching the right hands, it’s crucial to grab your audience's attention with compelling design and copy.

After all, a dull postcard that doesn’t quickly convey its purpose, what it’s offering, and how to access those offerings is destined for the trash bin.

Here are some essential tips for designing not just a beautiful, but an effective postcard.

1. Strong Call to Action: The most critical element of your postcard is a strong call to action (CTA). This should be bold and direct, telling the recipient exactly what you want them to do next, whether it's visiting a website, calling a phone number, or using a promo code.
   
   
2. Compelling Special Offer: Everyone loves a good deal. Include a compelling, prominent special offer or coupon that is too good to pass up. This could be a discount, a free gift, or exclusive access to a special event. Make sure the offer is clear and easily visible at a glance.
   
   
3. Clear and Concise Copy: Keep your message short and to the point. Avoid cluttering your postcard with too much text. Instead, focus on key points that convey your message clearly and effectively. Concise copy is not only easier to read but also more likely to be remembered.
   
   
4. High-Quality, Eye-Catching Visuals: Invest in high-quality graphics or images that catch the eye. The visual appeal of your postcard can make a significant difference in its effectiveness. Choose images that are relevant and reinforce your message.
   
   
5. Clear Contact Information: Make it easy for recipients to reach out to you by including clear, visible contact information. This could be your phone number, website, or physical address. The contact info should be easy to find without searching too hard.
   
   
6. Utilize White Space: Don’t be afraid of open space. White space around your text and images can make your postcard look cleaner and more professional. It helps to avoid overwhelming the viewer and draws attention to the most important parts of your message.
   
   
7. Consistent Branding: Ensure that your branding is evident at first glance. Use colors, logos, and fonts consistent with your other marketing materials. This helps to build recognition and trust. When someone receives your mailer, they should immediately recognize it as coming from your brand, even before reading the text.

By following these tips, you can significantly increase the chances that your direct mail postcards not only avoid the trash but also make a meaningful impact on your potential customers.

Looking for Additional Guidance? 

Download this all-encompassing, FREE guide where we meticulously detail the crucial elements your upcoming direct mailer demands.

Beyond merely listing these pivotal components, we delve into an in-depth exploration of their purposes and significance, providing you with a nuanced understanding. Additionally, we spotlight successful instances where these elements have been effectively utilized.

Don't miss the chance to elevate your direct mail marketing strategy. Download our exclusive FREE EDDM® postcard cheat sheet, a comprehensive resource that guarantees your next Every Door Direct Mail campaign not only captures attention but also stands out distinctly from the competition. 

Ready to Dive Into the Design Process?

Explore Taradel's FREE EDDM postcard templates! Specifically curated for various industries, our templates are crafted by our expert in-house design team. Not only do they promise to stand out in the mailbox, but they also meet all USPS requirements and ensure optimal printing results.

Discover our FREE templates now!

Takeaways 

Keeping your direct mail postcards out of the trash and making them fridge-worthy is entirely possible with the right approach. It’s not about luck but about making intentional, strategic choices in audience targeting, content, and design.

By identifying your target audience accurately and crafting engaging and visually appealing postcards, you can ensure that your mailers are not only noticed but also valued by recipients. Whether it's through compelling calls to action, special offers, or high-quality visuals, each element plays a crucial role in capturing attention and driving engagement.

Remember, we're here to help you navigate the intricacies of direct mail marketing. With the right strategies and tools, like Taradel’s Mapfire and our free EDDM postcard templates, your direct mail campaigns can achieve remarkable success.