For the apparel ecommerce brand looking to generate $70,000 in sales, their target response would be an actual sale. The Bottom line is that postcard marketing works very well and apps like Touchcard make it easier than ever to implement, track and automate. This page is now available in other languages. The Bottom line is that postcard marketing works very well and apps like, make it easier than ever to implement, track and automate. Having your postcard addressed from a specific person with real handwriting adds a personal touch thats hard to ignore. Make each side of a two-sided postcard look different so the reader never feels like they have already seen the content.
Overall, there are a lot of factors that go into creating the perfect postcard campaign budget, and no two companies will have the exact same approach. You should also be selective about who receives free trial offers. You can make your headline even more relevant by using the most relevant word in any language, your recipient's name. If you have a large list of contacts, smaller, segmented mailings can even help your budget go further. There are two ways to track traffic and clicks using, A Key Component in Campaign Marketing Analytics, The Ultimate Guide to Tracking Offline Calls With Online Data. Lets say youre looking to increase response by testing variations of your creative. To learn more about how you can send profitable postcard marketing campaigns drop us a line using the chat in the right hand corner, or check out our Shopify app. In other words, only test one thing at a time so if theres a change in performance you can pinpoint what caused it. Or, perhaps you run an online swimwear store that wants to increase their new buyer to repeat customers conversions from 30% to 75%. Let them know that if theyre not satisfied youll refund their money. For a great example of a well executed thank you postcard campaign that generated 38X ROAS, check out this. Next, you must choose the size of the card, develop the copy as well as the message, create the design, and personalize each piece. To reach the right audience at the right time, every business should have multiple segmented mailing lists. Theres also a clear benefit that pulls the recipient in further giving them a reason to keep reading. Urgency is how you get your prospects to act now rather than later, or never. Apple and the Apple logo are trademarks of Apple Inc. Mac App Store is a service mark of Apple Inc. Google Play and the Google Play logo are trademarks of Google Inc. Privacy | Terms | Cookie Preferences. In this type of campaign you will use 3 separate offers. On the menus left column, go to Analytics to track and measure the results. "Direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level. Claim a custom domain to make it easy for people to find your brand on the web. As always, use a short and memorable URL. If youre going through a broker and you have a list of your own high-value customers, share it with them. This delay gives customers a reasonable amount of time to return to your store on their own, or with the help of an abandoned cart email. If you have access to data like recent orders, birthdays, addresses, age and gender you can inject this information into your copy to help sell and make your postcard marketing design more relevant and personal.
Weve updated Mailchimp signup forms to help you stay compliant with this law. Everything about your postcard marketing design should be purposeful and relevant. For a successful postcard marketing campaign, try targeting by recency and send to all customers that have placed an order in the last 120 days or less. Offering full-service printing and mailing, Design Distributors can help you develop the perfect postcard for your campaign. When possible, use images that invoke your reader in the picture. So what might this look like on your postcard design? You can also purchase lists to reach new prospects. These arent like the oversized mailers and catalogs that can be expensive to design. In other words, the longer the period of inactivity the better the offer should be. To get them to complete said action, the ecommerce brand could add a Facebook retargeting pixel to their landing page and create some Facebook retargeting ads. Postcards are a direct mail piece every marketer should consider using! Published 07/16/2020 by There are many design elements you can play with to bump your response rate. When things line up nicely, they look good. This 100-year-old candy store in St. Louis is rich in historyand chocolate. Get a better response by testing new creatives. It offers explicit instruction with a clear benefit and it uses urgency based language to encourage the prospect to act now. For example, if you sell memorabilia (e.g. Track sales and campaign performance in easy-to-digest reports. Layouts: Portrait VS. Landscape? Films, podcasts, and original series that celebrate the entrepreneurial spirit. And of course we cant forget one of the most important pieces of your creative. According to some recent studies, very well. Grow your audience with a pop-up or embedded form. ROI Indicates how profitable postcard marketing is for the businesswhich is a useful way to see how postcard marketing compares to other channels and if its worth investing in for the future. Consider personalizing your headlines and adding benefits to get noticed and improve response. Hrishikesh Hirway welcomes 7 noteworthy partners who created something extraordinary together. Allocate your postcard marketing ad spendyou want to spend more money sending postcards to the high-value customers that are most likely to convert. Once youve assigned scores to your customers you can segment them based on the results. While postcards offer more real estate than a search ad, theyre still limited. Add online scheduling to your website so people book appointments with you. The subhead should complement the headline, while the body copy explains the offer in further detail and lists the benefits. Plus, when combined with online browsing data, postcards are more powerful than ever, which is why so many big brands use them today. In this guide you will learn exactly how to send profitable postcard marketing campaigns that will delight your customers and generate more profit for your business. You might test different expiration windows (e.g., 1 week against 2 weeks), or percent versus dollar amount discounts (e.g., 20% off vs $20 off). ", "Great products are important, strong visuals are essential, but words are ultimately what allow you to tell great stories, connect with your website visitors on an emotional, human level, and build a loyal customer base.". While the tactic might seem a little old school in the age of email and social media, a lot of fast-growing brands are starting to add direct mail marketing to their modern marketing strategy. Engage your audience with beautiful, branded emails. Also consider the variety of finishes, colors, thicknesses (caliper), and weights that are available to make your card stand out. Here are some simple headlines that use relevance and benefits to get attention: Jessica, come back and save 25%Welcome to the family Michelle, heres 50% off on us!Hey Mark, heres an exclusive look at our new collection. Receiving a postcard in the mail is a delightful surprise for your new customers. However, the size may also be dictated by your budget: Small is the most economical, but could be overlooked, while jumbo may fit your message, but cost more. To help eliminate some of the repetitive tasks you have on your plate, Mailchimp has automated postcard campaigns: What sets Mailchimp postcards apart is its address finder tool that help small businesses send campaigns to existing and potential customers. Customers who spent at least $X on their first order. Heres what you must do: Review your conversion data carefully to understand where the majority of your conversions and revenue is coming from. Views, unique views, impressions, impressions click-through rate. In Version B, change only one element and keep everything else identical. Learn why you should make postcards part of your modern marketing strategy, Learn how Mailchimp postcards work, how much they cost, and where you can send them. Engagement time: Watch time, average view duration, top videos. Dont want to use a discount code? If possible, avoid competing for attention with other mail by having your postcard delivered on less busy days of the week. Get new eyes on your business and sell more stuff. You can print these codes on your postcards and track redemptions in your eCommerce dashboard. Effective headlines are able to interrupt whatever your reader is doing and get them to pay attention. They should be able to run it through software to find prospects similar to your existing customers that are likely to buy from you. What would this look like? To learn more about our services, inquire about your existing project or discuss an upcoming one, please contact us or request a quote.
1 month from the day the first postcard is received. Expert insights, industry trends, and inspiring stories that help you live and work on your own terms. Include only whats needed to get attention and the response youre looking for. After you set up your GDPR-friendly form, you can create and send to segments of your audience that have consented to receive direct mail. Get predictive insights about your contacts so you can personalize your marketing. Whether your postcard campaign starts by generating leads or asking for a sale will depend on many factors including your market and the economics in your business. Include the landing pages URL on the postcard. For instance, when using the home sale example, Customer A, a parent of two children, may receive a postcard promoting the family-friendly elements of the home, such as the bedrooms and backyard: This home with a brick facade, stunning hardwood floors, three bedrooms, an updated kitchen and bathroom, and a recently laid patio for entertaining is now on the market. Since these are already engaged customers, hearing about your latest products is relevant and probably even exciting to them. You can send identical postcards to different segments or different types of lists (house vs. prospect) to see which receives the greater response. Unlike digital channels your competitors never have to know youre sending postcards. Make a $3,000 return on investment from a promo code by the end of the first quarter. Whether youre optimizing your targeting, testing a new offer or tweaking your creative its important to conduct single variable tests for best results. Postcards are relatively inexpensive to design, print and disseminate in comparison to regular letters and other advertising materials. Deciding to rent or buy typically depends on your budget, your long term goals and your test results. Reach new customers, send behaviorbased campaigns, and increase engagement with your app. In general, a clean design thats high-contrast and symmetrical with a smooth layout that guides attention to an irresistible offer will be effective. Always be available to communicate with the production team and printer, so any questions can be answered in a timely manner. While address finder is a paid feature, free users can try it out to see how many addresses were able to find. For example, If youre targeting high-value customers with your postcard marketing, you know these people are engaged and they probably enjoy hearing about your new products. In other words they targeted a higher value customer segment by focusing on those who had spent more on their initial purchase. Since theyre already engaged with your business, you might offer them an exclusive look at a new collection with a modest offer like 10% off. Target any of your contacts around the world and well help you reach themeven if their addresses arent stored in your list. for a second, third, or fourth chance at winning them over. Once you have a solid offer you can consider testing other aspects to improve response further. Here are the average response rates by channel according to the Response Rate Report published by the Direct Marketing Association (DMA): Postcard marketing is still highly-effective for engaging customers and driving sales. First, duplicate the original version of your postcard.
On average, how frequently do you customers order from you? Targeting a more responsive audience is likely to have the biggest impact on how effective your postcard marketing will be. 
Launch a store that comes with everything you need to start selling, including marketing tools. Follow up with retargeting ads on Facebook or Google for a second, third, or fourth chance at winning them over. Go beyond your digital channels to reach people through the mailno physical addresses needed. But heres the thing: Some users may visit the landing page without taking any action. Postage is one of the largest factors in your budget, so make sure you have a good idea as to what your postage would be. A successful postcard marketing campaign is almost always the result of targeting a small group of hyper-interested prospects over a large group with less well-defined interests. Let your copy take center stage by toning down bold imagery around important content. Many businesses have times of the year when their products are most in demand. Measuring results doesnt begin when the campaign is over. Well automatically send your campaign to the printer if a customer leaves something in their shopping cart for 24 hours. The call to action should lead the customer to the contact information for the realtor, or a landing page on a website. For example, when showcasing a new home, designers could use photos of the front of the house and its various rooms to entice homebuyers through the doors. However, offer 1 may actually net more profit because skipping the premium keeps more margin in your pocket. Your headlines job is to get your recipients attention and sell them on reading the rest of the copy on your postcard design. Its also a tangible touchpoint that adds credibility and increases repeat orders. Integrate marketing data, send transactional emails, and build integrations using our APIs and documentation. Customers may have every intention of taking advantage of your offer, but if you let them wait long enough it will inevitably fall by the wayside. In this case youll likely be mailing a list of cold prospects. If you run a subscription business another option is to ask for a credit card up front and let the customer know that billing will start after the free trial ends. fast-growing brands are starting to add direct mail marketing, make your brand stand out with a piece of print marketing your customers can hold on to, data youve collected from your digital marketing, How Postcards Can Help Your Brand Stand Out, Learn why you should make postcards part of your modern marketing strategy, Learn the basics of sending printed postcards, Check out the steps for creating a one-time send postcard, Get the steps for creating a recurring postcard, See how to create your abandoned cart postcard, Learn how to format addresses for postcards, Learn how to use GDPR forms to collect permissions for postcards, Keep your customers engaged and grow your business with email, 3 Ways Postcards Can Help Your Brand Stand Out, Recurring postcards that send at regular intervals. Anytime youre mailing a list of fresh leads, the leads youre targeting should look as much like your existing high-value customers as possible. Next, define the goal as a target response. In this case the postcard with the new image is now your control and your goal is to beat it in future tests. For example, Welcome to the gang, Jane! That is, if you dont have enough customers who rank high on all RFM values. A Lead generation postcard campaign will allow you to convert a highly targeted direct mailing list into warm leads and customers. Understand when customers are most likely to buy from you. They offer great response rates, and offer opportunities to explore creativity. The dollar bill grabber is a great example, but its important to remember that the most effective grabbers are attention grabbing. Sign in to YouTube Studio. There are many ways you can add an element of urgency to your offer: Typically we suggest using expiration dates because they are a simple and effective way to add urgency to your offer.Postcard marketing automation services such as Touchcard will do this for you by automatically adding a dynamic expiration date to your postcard to increase urgency like in the example below. Youll also want to consider other timing factors like when your recipients are most likely to be receptive to your postcard marketing, which youll learn about later in the guide. Check out the steps for creating a one-time send postcard, Automate your postcards with a recurring campaign. Compiled lists are obtained without the permission of the contacts. Not only is postcard marketing effective, it actually rivals many digital channels when it comes to response rate and even cost. By definition a compelling offer must appeal to customers and be relevant to where they are in the customer journey. Postcard marketing, a form of direct mail, helps you reach a targeted audience with promotional print pieces like coupons, announcements, and other offers. Highly targeted mailing list of cold leads (borrowed, rented or purchased). Your reader already has a preference for layout, so dont try to reinvent the wheel. Reach people on Facebook, Instagram, and across the web. Get straight to the point with a great offer to ensure your postcard gets the attention it deserves. If you sell a higher priced product with a lower purchase frequency then generating a warm lead might be a better route to take. Similarly, Customer B, an empty nester, is most likely looking for home features, like the kitchen, living room, and patio, for entertaining when family comes home. You allow them to try your product for free, and if they like it they can choose to purchase. Customer B, an older couple who no longer have kids at home, may receive a postcard boasting about the entertainment features such as the kitchen and living room: This home with a brick facade, stunning hardwood floors, three bedrooms, an updated kitchen and bathroom, and a recently laid patio for entertaining is now on the market. Maybe youre an ecommerce apparel brand looking to generate $70,000 in sales from your new collection. Check out Heycarson.com for help setting up your Google Analytics code or any other Shopify related tasks you may need help with. Learn how to format addresses for postcards, If your business is based in the European Union (EU), or you process the personal data of individuals in the EU, the General Data Protection Regulation (GDPR) affects you. Heres an example of a relevant grabber used on Green Belgiums postcard marketing design to raise awareness for world water day. In this case, you might focus on customers who rank well on frequency and monetary spend, but low on recency, like customer D and customer F below: The more you understand about RFM, the more insight you will gain about how to target your customers and the more you can bet on a successful postcard marketing campaign. Send this postcard to a list of highly targeted leads to get an initial sale and convert them into new customers. They typically come from people, not businesses, which means theyre more likely to be read. Your business likely has windows of opportunity when your customers are most receptive to your postcard marketing. Review your design one last time with critical attention to detail, check your copy for typos, get your artwork in, and ensure your proofs have clear instructions. Download: Win-Back Photoshop Postcard Template. Label the original postcard Version A and the duplicated can be Version B. Tracking results determines how youll conduct the future campaign, and can affect copy, headlines, images, calls to action, offers, colors, and fonts. You can also combine all 3 of these marketing channels in your overall strategy to increase brand awareness and improve conversions. The thank you postcard campaign is a great way to welcome new customers and get that important second order that converts one-time buyers into repeat customers. Testing will allow you to improve your campaigns over time as you hone in on what works the best. This gives customers ample time to decide theyre happy with your product while still being excited about their recent purchase. Say youre mailing to sneaker-heads. For example, if you want to test imagery, swap only the images. With postcard marketing your success depends almost entirely on three factors. These discount codes are automatically tracked so you can see a running total of all sales generated by your postcard marketing in the dashboard. The cost of acquiring a paying customer on a marketing campaign level. The latest updates to our APIs and developer tools. Go with $50 then! Increased average reorder value from $59.08 to $80.47, and, Enjoyed a 69% Increase in Return-on-Ad-Spend (ROAS), Or course, there are other segments you can look at to optimize your targeting including recency and frequency of purchase that are explained in, chapter 5 on targeting and list selection, Its relevant and appealing to the customer segment youre targeting, It creates urgency with an expiration date, You can also have retargeting ads appear on blogs and other popular websites using advertising platforms like, Facebook Ads for Beginners: A Step-By-Step Guide to Running Your First Campaign. Symmetry is a pillar of good design. Here are a few examples of things you can try testing. In the case of the swimwear store that wants to convert new buyers into repeat customers their target response would be a second purchase. If your test does well and youre planning to make postcards a big part of your marketing strategy, see if you can purchase the list. These tell you the type of video content that your postcard recipients prefer. Postage Increases & Direct Mail: What You Need to Know, Adam Avrick Elected Chairman of Printing Industries Alliance, DDI President Adam Avrick Returns as Keynote Speaker in 2022 Inkjet Summit, Design Distributors Introduces New HP PageWide Web Press T250 HD, Supply Chain Woes & the Effect on Direct Mail Marketing, Lumpy Mail Success: Use 3D Objects to Boost Direct Mail Performance. Enter Your Details To Claim Your Free PDF. There are many different channels you can incorporate into your campaign strategy to add more touchpoints and squeeze out a better response from you postcard marketing. These windows of opportunity will be different for every business. Not only is the use of water relevant to world water day, the call to reveal a hidden message adds an element of curiosity thats hard to resist. It checks 2 of the 3 boxes for compelling offers. This will cost more upfront but it will save you a lot of time and effort. 
In this guide you will learn exactly how to send, How to be the most interesting thing in your recipients mailbox, How to ensure your postcard marketing design engages your audience, How to use design best practices to subtly direct your readers attention, Sam Thomas Davies from Quicksprout.com wrote. Once again, make sure the URL for this page is not shown elsewhere except on your postcards and stick to short and punchy URLs. 1 postcard that arrives two weeks after the order is fulfilled. The small postcard is the most cost effective for taking advantage of First- Class Mail prices. Download the Photoshop templates below and simply replace the text and imagery with your own and youre good to go. If youre having trouble deciding how much to set aside, contact a qualified direct mail partner, such as Design Distributors. In either case, your lead magnet / offer must be especially irresistible. If they bounced from your landing page without taking any action at all, theres still hope. Family comes first, especially this time of year. Get personalized recommendations to help you make your next move. These are people who buy, collect, and trade sneakers as a hobby. Lead magnets / offers MUST be especially irresistible. If youre waiting 2 weeks before you reach out to these customers for another purchase try following up as soon as one week to see if it improves response. According to the CDMP, the campaign isnt viable if response rates are below 1 percent. Lets see how it scores: In this postcard marketing campaign Flitetbike targets loyal customers with its latest product line. On the dashboard, youll see additional layers of data like: Reach: Views, unique views, impressions, impressions click-through rate. Colors: Test different color combinations on your creative. This seems obvious when you consider that postcards stick around in your customers' home long after being sent with an average lifespan of 17 days, versus 3 seconds or less for other channels. Test different thresholds to see what produces the highest return on ad spend (ROAS). Pay per click platforms track everything automatically and even metrics you dont need are readily available. Your profit will often come on future purchases and once the initial sale is made those future purchases will get easier to make. Bring shoppers back to your store with an abandoned cart postcard. With each new send, well check your audience for new contacts or addresses, and order as many postcards as your budget allows. When you rent, you only get to use it once. Different offers will appeal to different customer segments and some offers will be more suited to certain markets over others. Then, print and mail the postcards to your targeted lists. So does postcard marketing work? Once thats done, scroll down to the bottom and copy the generated URL. Drive traffic and boost sales with a marketing platform that seamlessly integrates with your store. So if youre looking to improve performance start here. Lastly, decide on the core metrics youll need to track the success of your postcard marketing campaign. The design of a postcard combines a few elements: size, shape, color, quality, and graphics, all working together to capture attention and improve response. Fitness related products may see a surge in demand during January after people make New Years resolutions to get into better shape. A Simple Guide to Tracking the Right Metrics, Increase ROI from your postcard campaign by. To learn more about how you can send profitable postcard marketing campaigns drop us a line using the chat in the right hand corner, or check out our, Chapter 4 on The Anatomy of a Compelling Offer, Welcome & Thank You Photoshop Postcard Template, Lead Generation Photoshop Postcard Template, Engaged customers likely to buy regardless of offer.
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