Postcard marketing has been the most affordable direct mail marketing for the longest time. Different types of businesses have used it to reach their target audience. But this form of marketing can only be effective if done right. Therefore, to have a successful campaign, you need to avoid several postcard marketing mistakes. Here are a few mistakes you have to ensure you avoid.

Targeting the Wrong Audience

What would happen if a meat company sent postcards to a vegetarian list? The response would be nil as it reaches the wrong audience. If you plan to do postcard direct mail marketing, your campaign should be well-focused and tailored to specific customers. Starting from the design, messaging, and call of action (CTA.) You need to understand your audience's needs and wants and know how to solve their issues. It will help you determine what will get the greatest response rate.

Failure to Set a Goal for Your Postcard Marketing

As a postcard mailer, you need to have a specific goal. Your goal can bring back existing customers, attract new customers, leads, conversions, or brand awareness. To achieve this, you need to decide on the goal when creating the mail to help pick the right message. It will enable you to determine the CTA and the best mailing list for the campaign.
After knowing your goal, you need to use trackable KPIs to assess whether you have achieved it. You can include calls to your business using a unique phone number or a personalized URL on your postcard. The KPIs can help you optimize your next postcard direct mail campaign performance.

No Call of Action (CTA)

The main aim of doing a postcard campaign is to push recipients to take action. So, you need to add a clear, simple, and easy CTA to your postcard to ensure the reader takes the required action. The action should align with your goals and be the next thing you want the customer to take. For example, to call you, use a discount code or visit the website. In addition, you can motivate your audience to act by including immediacy, such as making your CTA a limited time offer. Also, ensure your CTA is trackable, for example, tracking how many have used an offer code to help analyze your campaign success.

Sending Just One Mail

Another mistake in postcard direct mail marketing is sending one mail. You need to send multiple mails to the same list for a successful campaign. It's because consistent, repetitive mailings are more effective than one-time mailing. If someone sees your company name multiple times, it builds credibility and familiarity. It might take several contacts before getting a sale, but after a sale, your revenue increases, offsetting the cost of printing postcards. Therefore, it's a win-win for your company and the customer.

Today there are several modern ways of advertising. However, the traditional postcard method remains relevant in this digital era. But, for it to be successful, you need to do it right and avoid the mistakes listed above.