Unlike email blasts or social media ads that often get lost in the noise, direct mail provides an opportunity to make a first impression with potential customers that leaves a lasting impact. This is especially important for businesses looking to convey a sense of seriousness and capability, like mortuaries and banks.
Aside from the positive first impression that direct mail can create, it can also help increase engagement and ultimately revenue. This is achieved through optimization techniques such as A/B testing. This involves sending out two versions of your direct mail campaign to a smaller segment of your target audience and evaluating which performs better. Using this data, you can improve your campaign and ensure it is more effective than the previous iteration.
Direct mail can also be a great way to collect and analyze data that would be difficult or impossible to obtain through other channels. By including links to online surveys or landing pages, you can use your direct mail campaigns to gather anecdotal customer feedback and develop a deeper understanding of your target audience’s needs and interests.
Aside from a clear call to action, postcards are the ideal format for businesses to include relevant images and engaging copy. This helps to create a sense of urgency and builds trust with the recipient, making them more likely to respond positively to your offer.
Postcards are also the perfect way to stand out among a sea of competing mailers. Whether it’s by incorporating a bold, eye-catching image or using an unconventional shape, your postcard will be more memorable than the competition.
Moreover, a well-designed postcard can help you reach prospects at different stages of the customer journey. In the consideration stage, for example, a unique folded mailer or oversized postcard will stand out in a crowded mailbox and encourage recipients to take a closer look. Alternatively, you can include a QR code to direct recipients to a personalized web address (PURL) where they can access additional information and even submit a form to request a quote.
Lastly, your postcards can serve as an introduction to your brand and establish credibility. This can be accomplished by including testimonials or a line from a customer review to build trust and add an element of realism to your offering. You can also use a unique shape or finish, such as textured paper with raised ink, to make your business card truly pop and stand out from the pack.