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postcard marketing campaign

Whether youre sending 1 postcard or thousands, you can do low-price direct mail marketing in Mailchimp on any budget. Postcard marketing is one of the most effective marketing channels available today, and technology has made it easier than ever to automate profitable postcard marketing campaigns. If youre offering a discount, simply include that in the headline. However, since were targeting inactive customers be prepared for a lower response than youd expect from other segments.

You might consider heading over to Quora and Reddit to browse relevant threads for ideas about which words and phrases will resonate most with your audience. While most automated postcard marketing platforms do offer some analytics, dont expect what youre used to in Facebook. Shapes: If your creative includes shapes in the design, try different shapes, different positions, or try removing them altogether. Dont clutter your design with distracting and irrelevant information. Lets take a closer look: Every campaign starts with a goal. You may even find theres zero difference in conversion rate. Get predictive insights about your contacts so you can personalize your marketing. Lets say youre targeting new customers with a welcome and thank you campaign. Show people what its like to use your product with in-use product pictures. 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. Heres an example of a relevant grabber used on Green Belgiums postcard marketing design to raise awareness for world water day. There are many design elements you can play with to bump your response rate. If they bounced from your landing page without taking any action at all, theres still hope. To view this perfect family home, visit the open house on Feb. 12 from 1 to 3 p.m.

In fact, other than the list youre targeting, the offer is the most important factor in your success. Here are a few common offers and when you might use them. While other marketing channels use invisible algorithms and factors you cant see or influence, postcard marketing gives you almost complete control over what has the most impact on your success. 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. Audience: Top countries, top subtitle languages, age, gender. If you sell consumable, disposable or subscription products another excellent way to reverse risk is with a free trial, which is an offer with risk reversal built right in. Once youve assigned scores to your customers you can segment them based on the results. 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. You allow them to try your product for free, and if they like it they can choose to purchase.

See how to create your abandoned cart postcard, In order to receive a postcard, a contacts first name, last name, and mailing address need to be correctly stored and formatted in your list. Review Chapter 4 on The Anatomy of a Compelling Offer to learn which offers are most appealing to different customer segments. 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. Maximizing conversions requires an effective follow up process that converts trial customers into actual paying customers.

The design of a postcard combines a few elements: size, shape, color, quality, and graphics, all working together to capture attention and improve response. In all cases the most convincing copy uses your prospects language and should mirror the conversation thats already going on in their head. For the dental clinic that wants 100 new phone leads, their target response would be a phone call. Engage your audience with beautiful, branded emails. Get the latest on new features, product improvements, and other announcements. The second offer seems more appealing and could have a higher conversion rate. Customers who rank well on the RFM scale have a high affinity to your products and are very likely to respond, making them a great targeting option for a successful postcard marketing strategy. If a shopper puts stuff in their cart and leaves it there for 24 hours, well automatically send a postcard order to the printer. Free sample product or heavily discounted product. That said, people scan their mail very quickly to see whats worth a closer look and whats not. The follow-up emails will further engage customers and increase response without any additional ad spend. They offer great response rates, and offer opportunities to explore creativity. Kick start the holidays with this Second Act episode chock full of food, family, and tradition. gd2 campaign studios marketing class open tweedie postcard Each postcard sent through Mailchimp is 4 x 6 inches and printed on everyday digital gloss paper stock, which makes them a great canvas for design assets youve used in your other marketing. Headlines like the one above call your reader out by name and use relevant language to get their attention. Follow up with retargeting ads on Facebook or Google for a second, third, or fourth chance at winning them over.

For the apparel ecommerce brand looking to generate $70,000 in sales, their target response would be an actual sale. Free trials are extremely effective at reversing risk because the prospect is not required to put any money on the table up front. Learn to write a business plan, build a brand, and turn your ambition into a successful business. Everything about your postcard marketing design should be purposeful and relevant. You should also be selective about who receives free trial offers. Visuals have their place, but great copy sells more than strong visuals. The basics of the most effective segmentation model available (RFM), How to use RFM to ensure successful postcard marketing campaigns, What to look for when buying or renting responsive mailing lists, When you pair an attractive product with a relevant offer and you put it in front of a. Your profit will often come on future purchases and once the initial sale is made those future purchases will get easier to make. Once youve decided on a target response for your postcard marketing campaign, youll need a way to measure and track it. Contact us and request a quote. If possible, avoid competing for attention with other mail by having your postcard delivered on less busy days of the week. 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. These insights help when building a buyer persona.

launched their thank you postcard campaign they targeted new customers who spent $25 or more on their first order. Once thats done, scroll down to the bottom and copy the generated URL. Find tips to help you lead, manage, and make your business even better. The call to action should lead the customer to the contact information for the realtor, or a landing page on a website.

Given that, a successful postcard marketing strategy may place more value on recency as theres a good chance its highly relevant for determining how likely customers are to buy from you again. 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. Have your staff track the sales in a tracking system like a spreadsheet.

Wed be happy to help you map out your campaign and budget. You may decide to target a very specific audience that includes a combination of segments. Postcards are a direct mail piece every marketer should consider using! To start off, create a new page on your website. Grow your audience with a pop-up or embedded form. For example, you might have a segment for VIP customers and a segment of at risk customers that require different attention. Choosing the right-sized postcard depends on the message youre trying to convey and the impact youre trying to have. Use their preferences to guide them through your content in the way you want. Heres why you need to include postcards in your marketing stack. Does postcard marketing work? Risk reversal just means showing your customers that youre willing to take on the risk associated with the purchase. Include content that will sell, but remember your goal is to get a response, not fill every inch of your postcard.

As social media ads become less effective, how else should you go about acquiring new customers? Unlike digital marketing channels, once your mailer hits the streets its too late to edit your copy or adjust alignment on your graphics. Use this when you have multiple marketing channels (e.g., email, Facebook ads) driving traffic to a single page and you want to know which channel drives the best results. Platforms like this usually allow you to export customer lists according to last order date (Recency), number of orders (Frequency), and amount spent (Monetary Value). Assuming this is their first shot at postcard marketing, they may want to use their campaign to understand whether postcard marketing is a good fit for their business and see how it compares to other marketing channels. You wont get the same audience insights but youll get plenty of other tracking capabilities along with a more clean looking video and no Youtube ads. Doing this will let you better target customers with offers that are relevant to them. Version A will go to half of your audience and Version B will go to the other half. Urgency is how you get your prospects to act now rather than later, or never. Well critique a few more examples later in the chapter, but first lets go over how you can make your postcard marketing successful with the 3 core elements of a compelling offer. These discount codes are automatically tracked so you can see a running total of all sales generated by your postcard marketing in the dashboard. YouTube Analytics is loaded with useful insights. If youre targeting is on point and your product is stellar, youll have no problem converting those leads into customers. 1 month from the day the first postcard is received.

If youre not using a postcard marketing app there are a few other ways to track online sales.E-commerce platforms like Shopify and WooCommerce allow you to manually create discount codes and assign usage limits. 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. To do this, consider following up with an email drip campaign or more postcards. Be that as it may, there are 3 core elements that should always be included in your postcard marketing offers regardless of whos receiving them.

Once divided, you can reach groups with the most relevant information based on their needs and wants, increasing engagement. Test different versions of a single email to see how small changes can impact your results. The most important factors in successful postcard marketing. Once you know what you want to achieve, make it more real with a number. Dont be afraid to test different fonts, grabbers, images, and even change the entire appeal of your design to see what produces the highest conversion rates. Pay per click platforms track everything automatically and even metrics you dont need are readily available. 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. Lead magnets / offers MUST be especially irresistible. Your goal with each mailing is to beat the one that came before it. Fitness related products may see a surge in demand during January after people make New Years resolutions to get into better shape.

At first glance, the name of your business might not seem like a crucial factor in your success but getting it wrong could cause complications. RFM stands for Recency, Frequency, and Monetary value. On this postcard, Pet Supplies Plus sends customers a 20% discount that can be used on all purchases. The recurring campaign automatically sends at regular intervals on your behalf, so you can focus on other things. To learn more about how to score and segment your customers with the RFM model watch this short Youtube video from. You can also have retargeting ads appear on blogs and other popular websites using advertising platforms like Google ads and Adroll. Lets see how it fares on the scoreboard: In this example Magic Matcha offers a 40% discount plus a premium to inactive customers. And of course we cant forget one of the most important pieces of your creative. Once your prospect requests your lead magnet or places their first order you need to start building a relationship with them immediately. The latest updates to our APIs and developer tools. Heres what you must do: Review your conversion data carefully to understand where the majority of your conversions and revenue is coming from. This is especially true when it comes to your list and targeting which is responsible for as much as 50% of your postcard marketing success. Keep track of what you know about your people with customizable tags. According to a USPS survey, the majority of people like receiving direct mail from brands theyre interested in, with 56% of surveyed participants saying that receiving direct mail is a real pleasure. Find productmarket fit, learn from user feedback, and launch your first marketing campaigns. They are compiled from sources such as directories and public records. With anything worth doing there are always a few best practices you should follow for maximum success. Need help setting up your Google analytics code? for a second, third, or fourth chance at winning them over. There are a few different approaches to testing your copy, well start with the basics. Consider personalizing your headlines and adding benefits to get noticed and improve response. Touchcard automatically generates unique discount codes that get printed on every postcardthis means that each customer gets their own unique discount that can only be used one time. Having your postcard addressed from a specific person with real handwriting adds a personal touch thats hard to ignore. You can also consider using a paid video hosting service like. When things line up nicely, they look good. Claim a custom domain to make it easy for people to find your brand on the web. Your goal with testing new variations is always to outperform the control. Segment your audience based on shared traits. Use bold images to get attention and guide your readers eyes in the direction you want them to go. So what might this look like on your postcard design? While these lists are valuable, they may have lower response rates than lists compiled based on response. The recipient was told to hold the postcard underwater to reveal a hidden message. , the majority of people like receiving direct mail from brands theyre interested in, with 56% of surveyed participants saying that receiving direct mail is a real pleasure. If you want 100 responses, a quick estimation will tell you that you probably need to send around 1,400 postcards assuming a 7% conversion rate. Google analytics will provide and store this data, however, you may want to consider tracking all performance data in a spreadsheet so that everything is in one place and easier to review as a whole.

Send this postcard to a list of highly targeted leads to get an initial sale and convert them into new customers. Your inactive customers are likely nearing the end of their lifecycle. You still have a very good chance of winning these customers back so to make your offer even more appealing build it around one of your most popular products. Then, you can conduct multiple tests, each for one variable, to determine the optimal postcard. Product close ups. This gives customers ample time to decide theyre happy with your product while still being excited about their recent purchase. 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.

If this is the case its important to know if thats possible. Not only is postcard marketing effective, it actually rivals many digital channels when it comes to response rate and even cost. Only people who have access to the URL can view it. When you pair an attractive product with a relevant offer and you put it in front of a carefully selected audience, you drastically increase your chances of having a successful postcard marketing campaign. When youre segmenting the list, make sure to consider your offer. Your first and last name fields need to be associated with the merge tags FNAME and LNAME, respectively. Weve updated Mailchimp signup forms to help you stay compliant with this law. Next, copy the HTML embed code of this unlisted video and paste it on your new landing page.

Lets say your new image outperforms your old one. Download: Lead Generation Photoshop Postcard Template. In this case the postcard with the new image is now your control and your goal is to beat it in future tests. To get accurate test results make sure youre sending the two variations to the exact same audience segment. 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). "A great headline convinces more people to read your copy while a poor one sends potential customers searching for somewhere else to spend their money.". Tracking your postcard marketing campaign is very important to your success because it lets you know whats working, whats not, and most importantly, where you can do better. Not only are they budget friendly, as with all direct mail products they give you the ability to easily measure results.

Have 250 visits to the product landing page provided on the postcard after one month.

Also consider the variety of finishes, colors, thicknesses (caliper), and weights that are available to make your card stand out. The most successful marketing campaigns are those that have been ruthlessly optimized for maximum ROI. When buying a list try to find a broker that offers list updates as part of the purchase agreement. This means theres no way for them to spy on your campaigns and steal your strategy. Learn the basics of sending printed postcards, The one-time send postcard is designed to be the simplest postcard campaign in Mailchimp. Next, split your list. After fleshing out the details, its finally the moment to run the campaign. Save 20% on your next order.. Well go over 4 examples of successful postcard campaigns that you can use in your business to help you: Show loyal customers your appreciation for them and let them know about your latest products to drive more sales. Before jumping into the more creative aspects of a campaignthe design and offeryou must start by determining a budget. You can leverage this insight to target customers at the perfect time and create an even more successful postcard marketing campaign. When customers call these tracking numbers this software will collect a host of useful data and even integrate with you Google analytics account. Shows the percentage of customers who successfully complete the campaigns target response and helps the store measure performance improvements. There are three steps to developing a plan for every new postcard campaign. Recurring postcards help you reach your chosen audience at regular intervalsevery month, 3 months, or 6 monthsso you can keep your brand top of mind and remind people of ongoing promotions or events. You can now time your postcard marketing campaigns to capitalize on these small windows of opportunity and increase your postcard marketing response rate. Different offers will appeal to different customer segments and some offers will be more suited to certain markets over others. Here are some examples of common metrics and how to calculate them: Response rate: The number of customers who respond to a postcard campaign. Customers who rank high on all RFM values (Recency, Frequency, and Monetary spend). If youre not immediately sure which approach is best for you, start by generating leads and consider testing both approaches. Start by sending small batches of postcards to a few different lists to see which ones produce the best results. No matter what creative you use, you must experiment to improve results. Using the RFM model will help you answer questions like: If you run on a platform like Shopify that lets you filter customers, you already have everything you need to get started with some basic RFM segmentation. These customers received their postcards along with a 20% discount towards their next purchase. Since these are already engaged customers, hearing about your latest products is relevant and probably even exciting to them. If you have an email list without mailing addresses, heres an idea: Host a giveaway to incentivize your list. Your goal is to build a relationship so that you can get those leads to purchase, or get new customers to continue buying.

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postcard marketing campaign