Direct mail is a breath of fresh air in the overwhelming clutter of digital marketing ads. The tangibility, visual appeal, and interesting elements make them engaging and impactful. If you are wondering what direct mail you should send, we recommend postcards. Due to their ability to represent a brand well, 50.9% of people (as per DMA) find them useful, and they are one of the most frequently used formats. You must design it well to gain the maximum benefit with your postcard marketing. Since the goal is to attract the target audience’s attention immediately, it should have the right mix of text, colors, and other elements. This blog will discuss 16 postcard design tips that will leave a lasting impression on your customers. We will also examine the benefits of using postcards in direct mail marketing campaigns. 

Key Takeaways

• Postcards are cost-effective direct mail marketing collateral with high impact, such as enhanced visibility and engagement.
• Focus on postcard design to yield desirable results. Elements like headlines, colors, typeface, images, and more can make a difference.
• Measure the engagement and optimize future efforts by adding tracking elements like QR codes and PURLs to the postcard.
• Using the PostGrid Print & Mail API, you can automate the design and sending of postcards at scale, saving time and effort.

Cost-Effective

Postcards are a cheaper option compared to other traditional and digital marketing collaterals. Printing them is affordable, especially when you are doing it in bulk. Since they are self-mailers, they do not require envelopes. This brings down the postage cost. Being inexpensive, you can get a higher return on investment. You can run multiple postcard campaigns and test various messages and offers without breaking the bank.

High Visibility and Tangibility

Since postcards do not come with an envelope, recipients don’t have to make the effort of opening it to see the content. The immediate visibility increases the chances that the person will see the message. This increases the chances of them engaging with the offer. Additionally, postcards offer a sensory experience to the recipient. This physical interaction increases the possibility of the person remembering the message. When people keep postcards on their desks or notice boards, it reminds them of the business, and they retain the message long after the initial mail delivery. 

High Engagement and Response Rate

The compact size of postcards ensures that they are scannable and the key information gets noticed quickly. The engagement rate increases since recipients don’t have to sift through multiple pages. Additionally, the tactile nature of postcards plays a crucial role in capturing their attention. When recipients can physically hold the postcard, it will also boost engagement. Moreover, they have a higher response rate than other direct mail materials. A well-designed postcard with the customer’s name, tailored message, industry-specific offers, and strong call to action will encourage them to take immediate action.

 Also Read: Best Print and Mail Services

Easily Personalized

Personalization is one of the most effective marketing methods; doing so with postcards is easy. When you place an order with PostGrid Print & Mail API, you can leverage variable data printing technology. You can change each recipient’s name, address, and images. You can also personalize messages based on customer behavior and specific location. For instance, a B2B SaaS company that wants to reengage past clients. They can send a We Would Love to Have You Back postcard with a discount for subscription renewals.

Versatile

You can use postcards in multiple ways for various purposes. You can use them to generate leads, promote sales, build brand awareness, and nurture relationships. You can send your customers surveys, coupons, discounts, and questionnaires to generate a desirable response. You can also use it alone or as part of an integrated campaign. The multiple touchpoints will boost the engagement rate and increase the possibility of customers responding to them.

Additionally, there are various sizes and formats available in the market. You can choose the one that best fits your needs. For instance, use oversized postcards to add eye-catching graphics and details. If you want your postcards to stand out, you can opt for unique die-cut shapes. 

Use Premium Quality Paper

The type of paper you use decides how customers will perceive your brand. The quality of the paper will reflect the quality of service you offer. A flimsy, low-quality postcard will make your brand look cheap and unreliable. We recommend using thick, glossy paper for a premium and professional feeling. Another reason for suggesting this is that it can protect the postcard from smudge and moisture and will hold up better throughout the shipping journey. It is also ideal for businesses that are looking for vibrant branding. However, if you want to add a handwritten note on the postcard, we advise using uncoated or matte stock since writing with a pen on glossy paper is difficult.

Keep it Simple

Yes, direct mail marketing collaterals look like ads, so writing more information might work well for some formats. However, when it comes to postcards, less is more. The more information you will include, the more effort recipients must put in to process that. Remember that the goal is to encourage action. Hence, do not cram it with texts and images. Directly talk about what you are offering, how it can benefit them, and what action they need to take. With just a glance and a quick read, your customer should be able to understand the key points. 

Use High-Quality Images

You must have heard the saying, “A picture is worth a thousand words.” A high-quality image immediately grabs attention, conveys your message, and helps you emotionally connect with your customers. Choose a high-resolution image that is relevant to the message. Be mindful of the placement and size. The image should break up large blocks of text so that the reader is not overwhelmed and can continue reading. If you use multiple images, ensure they work cohesively with the design.  

Add an Enticing Headline

A headline is the first thing that your customers notice. To grab attention, we recommend using bold and benefit-driven headlines. A clear advantage will encourage readers to take immediate action. For instance, instead of writing Big Sale on Business Supplies, you can write Cut Cost on Essential—Save Up to 40%. 

Your headline can also spark interest and make them want to read more. For instance, instead of writing Property Insurance For You, you can write, Save $5000/month with Property Insurance—Here’s How.

A well-crafted headline can also set the tone and evoke urgency, excitement, or curiosity, engaging readers with your business. For instance, you can write, “Only 48 Hours Left: Secure a Low-Interest Business Loan Now” to create a sense of urgency.

Keep the Copy Short and Simple

Your copy should be concise and focused. You should highlight key information like offers, discounts, sales, or unique selling points. If you are writing around 75-100 words, we recommend using bullet points or adding subheaders to break up text and improve readability. It should directly speak to your target audience’s needs while staying aligned with your brand voice. 

Use Bleed to Extend Colors

We recommend using bleed to ensure your postcard looks polished and conveys professionalism. It will extend the colors beyond the cut line, providing full coverage and no unwanted white edges, even if the trimming is slightly off. Extend your design elements to at least 0.25 inches beyond the trim size of the postcard. 

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Ensure Readability With Appropriate Typography

When deciding on the typeface, choose the one that is easy to read, complements your overall design, and aligns with your brand identity. We recommend using the hierarchy of font sizes to guide readers through the content and emphasize important information. For instance, you can use bold or large fonts for headlines, offers, and CTAs. If you are planning to use a combination of fonts, choose typefaces that go well with each other and create a cohesive look. To maintain visual clarity and avoid cluttering the space, we recommend using no more than two fonts in one postcard. 

Mention Benefits and Not Features

Your customers don’t buy the product for its features but for how it can benefit them. Since postcards have limited space, focusing on benefits can help develop an immediate emotional connection with customers and encourage them to take action. For instance, instead of “Comprehensive Business Coverage,” you can write, “Protect Your Business From Unexpected Losses.”

Make Front and Back Work Together

Both sides of the postcard should be structured to encourage readers to flip it and read the whole message. Grab attention in the front with a bold headline and convince the readers to flip the card with design elements like arrows and geometric shapes. For instance, write 50% off on all orders in the front and add an arrow. In the back, you can elaborate on what makes this offer valuable and how the reader can claim it. 

Include White Space

A cluttered postcard can overwhelm the readers and make scanning the key information and core message difficult. It will also make the business look unprofessional and diminish its credibility. Add white space to break up the texts and design elements so recipients can quickly scan and absorb the information. The space should be generous enough for critical details, like the headline and CTA, to stand out. 

Use Colors in a Calculative Manner

When choosing the right color, consider your brand identity, target audience, and message. Use colors that match other marketing channels, such as social media. Additionally, use colors that provide sufficient contrast between the text and the background to ensure readability. 

Build a color hierarchy to guide the reader’s attention and create a visual structure. It will separate each section and make them scannable. You can use bold colors for important information, like red for offers and CTAs, and muted colors, like light gray for secondary information.

You can also leverage color psychology for emotional impact. For instance, you are mentioning a limited-time period offer in your postcard. You can evoke urgency, excitement, and action by using red. Similarly, you can use green to convey growth and health for your eco-friendly and sustainable brand. 

Use Oversize Postcards

You can use oversized postcards to stand out and, if you need more space to communicate your message effectively. You will get more real estate for multiple images and branding elements and to elaborate on what you are offering. They feel more premium and important than the standard postcards, which will help you represent your brand in a positive light. It will work well when running a limited-time offer or an exclusive deal since the size will make the message unmissable.

Add a Single and Clear Call to Action

Add a clear CTA that is specific and easy to understand, and place it in a location that can be seen easily. You can also use bold fonts and contrasting colors to improve its visibility. To encourage recipients to act immediately, we advise using action-oriented language that conveys the benefit of taking action. Take, for instance, you are a wholesale office supply provider. You can add a CTA that says Order Now and Enjoy Exclusive Bulk Discounts.

Include Branding Assets

Add branding elements if you want your business to be easily recognizable and appear trustworthy. These can include your company logo, brand colors, fonts, etc. Consistently using them across all marketing materials will ensure maximum impact, as customers are more likely to remember and engage with familiar branding. To maintain this consistency at scale, DAM solutions centralize and manage brand assets so teams can easily access, control, and apply approved visuals across all channels.

Add Tracking Elements

You must measure the effectiveness of your postcard campaign. This will help you assess the return on investment and optimize future marketing strategies. You can incorporate tracking elements to determine how many people responded and which offer worked best. For instance, you could add a QR code or PURL and use analytics tools to track visitors’ activity and the number of conversions. 

 Also Read: Print and Mail Service Guide for You

Designing a postcard with strategy and purpose will be an effective direct mail marketing practice. The tips above will help you create visually appealing postcards that deliver value and encourage action. However, managing postcards manually can be time-consuming. This is where PostGrid Print & Mail API comes in. With automated printing, personalization, and bulk mailing capabilities, we will help you create and send premium-quality postcards. If you are wondering how we can help you, request a demo today.