Five things you must do if you’re designing Every Door Direct Mail (EDDM) postcards:
1. Make the Design POP Your postcard design should be visually striking and stand out in a pile of mail. Use big visuals, bold headlines, and vibrant colors to ensure it grabs attention. Avoid small, colorless postcards that blend in with other junk mail. The goal is for your postcard to catch the recipient’s eye immediately and spark their interest.
2. Include a QR Code QR codes are essential for bridging the gap between physical and digital marketing. I love uniqode personally. They make it easy for recipients to access your website, landing page, or free resource without typing a URL. Use customizable QR codes that track the number of scans, giving you valuable insights. A well-placed QR code can lead to email and SMS list sign-ups and direct potential customers to exactly where you want them.
3. Create Urgency and Offer a Reason Why Your postcard should feature a compelling incentive and a reason to act now. This could be a seasonal promotion, economic trend, or limited-time offer. Highlighting a time constraint, like an upcoming deadline or special event, creates a sense of urgency and motivates recipients to take action.
4. Add a Texting Option Many people, especially younger audiences, prefer texting over calling. Include a “Call or Text” option on your postcard to make it easy for customers to reach out. Texting is non-intrusive, quick, and convenient, making it a great way to capture leads from demographics that may shy away from phone calls.
5. Emphasize Advantages and Benefits Clearly showcase your unique advantages and benefits. For example, highlight features like quiet trucks, courteous crews, or dependability if you’re in a service industry. Ensure your card communicates why your business is the better choice compared to competitors. Strong, straightforward messaging can make all the difference.
Bonus Tip for High-Ticket Services If you’re in industries like real estate, insurance, or financial services, consider offering a free guide or report. Use a QR code to direct recipients to this resource, where you can capture their email or mailing address for future follow-ups.
Things to Avoid:
- Long URLs: Skip lengthy web addresses that no one wants to type out. Use QR codes or shortened URLs instead.
- Lack of Urgency: Always provide a reason to act now, like an expiration date or special deal.
- Cluttered Design: Keep the layout clean and focused. Too much noise on a card can confuse the recipient.
- Text Near the Edge: Leave adequate space around text elements to avoid cutting off important information during printing.
A strong, well-designed postcard can become a powerful ATM machine for your business. Follow these tips to maximize your EDDM campaigns and watch your results soar!