Direct mail is a valuable marketing tool with a very satisfying success rate. Follow the tips below to get maximum results from your direct mail postcard campaign.
Make the Marketing Message Pop with Contrasting Color
Choose colors for your postcard that will make the message easy to read. Black print on a white background is easiest to read, but blue on yellow, red on white and black on yellow are also very effective. Consider using a three color palette: one color for the background, another for the main message and a third color for your business contact information.
Avoid using too much color because that can make the postcard appear too busy.
Keep your target audience, your message and your branding in mind when selecting your colors.
Make a Good First Impression
As people sort through their mail they only glance at each piece for a second or two. Make that second count by creating the right ﬁrst impression. On ﬁrst glance, your postcard should clearly state the intended message (i.e. discount, announcement, grand opening), the relevance to the customer, and the reason that they need the product or service you are offering.
Be concise with your writing and put all of the relevant information in bold print on the front of the card. If possible, include the customerʼs name or some other form of personalization to grab attention and keep it.
Make it Easy to Contact Your Business
Though your logo and contact information should not be the focus of the message, they should be easily accessible. Be sure to include all of your relevant contact information as well as instructions for acting on the message (i.e. Bring this card to the store to claim your discount!). Include a QR code to encourage customer interaction.
Templates and Formatting for Direct Mail Postcards
Once you have decided on your design elements you can apply them to your design. The formatting of your postcard must ﬁt within speciﬁc parameters. We recommend downloading a template to help with the formatting step. You can download a template by going to the Postcards with Mailing area of the Wholesale Color site and clicking on the File Setup tab on the bottom. Choose the size and ﬁle type you desire and click the Download Template button.
The template will show you the four main areas that you should be concerned with:
- Address Box – The back of every postcard should include a 4” x 2” area to be used for printing addresses, barcodes, postage and other elements necessary for mailing.This box must be left completely blank to avoid interfering with these important elements.
- Safe Area – The safe area is where all of the major design elements should be placed so that none of them are trimmed off.
- Trim Box – The trim box is a small area that marks where the postcard will be trimmed. This allows a small margin for cuts to be made, ensuring that the ﬁnished piece looks professional.
- Bleed Area – The bleed area extends to the very edge of the postcard template. The background color should cover this whole area to ensure that there are no white edges when the postcard is trimmed.
For more help and advice on ﬁle setup and formatting, it is always a good idea to contact a professional graphic designer. They will be familiar with all of the elements a printer needs and will be able to take care of the technical details so that you can put all of your focus into the message.