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You can also test your lists. Call us now to put in your bid. Different offers will appeal to different customer segments and some offers will be more suited to certain markets over others. Before jumping into the more creative aspects of a campaignthe design and offeryou must start by determining a budget. Cost-per-acquisition (CPA): The cost of acquiring a paying customer on a marketing campaign level. To do this, it can be helpful to complete an RFM (Recency, Frequency, Monetary) Analysis, though thats not always necessary. Your goal is to build a relationship so that you can get those leads to purchase, or get new customers to continue buying. Download the Photoshop templates below and simply replace the text and imagery with your own and youre good to go. Identifying your goal is simply a matter of asking yourself What must happen for your postcard marketing campaign to be a success?. Which customers have already churned and are unlikely to respond? Once your prospect reaches your landing page, seal the deal by reiterating your offer with benefits that sell, risk reversal, a deadline, social proof, along with answers to common objections. There are many design elements you can play with to bump your response rate. Learn to write a business plan, build a brand, and turn your ambition into a successful business. Think of it as email for mailboxes. Use font colors that contrast with your background colors and are easy to read. You can also consider using a paid video hosting service like. In general, anything you can do to grab attentionsuch as adding a unique finish, or using thicker materialcan improve response, though costs will rise, accordingly. One very effective tool for identifying which customers to target is the RFM model. They should be able to run it through software to find prospects similar to your existing customers that are likely to buy from you. That is, if you dont have enough customers who rank high on all RFM values. You may even find theres zero difference in conversion rate. Get personalized recommendations to help you make your next move. If you can answer yes to that question youre well on your way to writing effective CTAs. There are 2 ways to do this depending on the level of tracking youre looking for. You can make your headline even more relevant by using the most relevant word in any language, your recipient's name. Now you can use audience data from your digital channels to send postcards that are relevant to your customers. Your email autoresponder should do most of this automatically. Off and running? E-commerce Automations: Time-Saving Techniques for E-commerce. Heres how the food delivery service scores: Your mailing list, offer, and design are all crucial pieces of a successful postcard marketing campaign. If youre not using shapes, try including them as a way to guide your prospects attention. Once you know what you want to achieve, make it more real with a number. This goes for all direct marketing, including postcard marketing. ", "Great products are important, strong visuals are essential, but words are ultimately what allow you to tell great stories, connect with your website visitors on an emotional, human level, and build a loyal customer base.".

Learn how to format addresses for postcards, If your business is based in the European Union (EU), or you process the personal data of individuals in the EU, the General Data Protection Regulation (GDPR) affects you. Add them to your multichannel marketing strategy to reinforce the messages youve sent through emails, ads, and elsewhere. There are a few different approaches to testing your copy, well start with the basics. To get them to complete said action, the ecommerce brand could add a Facebook retargeting pixel to their landing page and create some Facebook retargeting ads. In all cases the most convincing copy uses your prospects language and should mirror the conversation thats already going on in their head. You may want to add your own layer of tracking so you can easily measure important metrics, which well explain how to do later. When customers call these tracking numbers this software will collect a host of useful data and even integrate with you Google analytics account. The founder of Malaysian publishing and lifestyle company Musotrees on why he quit the nine to five (and his career as a biologist) to build the thing that makes him happy. Track sales and campaign performance in easy-to-digest reports. How to calculate it: Responses / Postcards sent, Conversion rate: The percentage of customers who take action (e.g., buy a product, leave a review), How to calculate it: Number of orders / Responses. You can leverage this insight to target customers at the perfect time and create an even more successful postcard marketing campaign. It offers explicit instruction with a clear benefit and it uses urgency based language to encourage the prospect to act now. If they bounced from your landing page without taking any action at all, theres still hope. To recap, the store has a goal of generating $70,000 in sales from their latest collection. Now you can take that data to send them beautiful postcards they can hold on to. fast-growing brands are starting to add direct mail marketing, make your brand stand out with a piece of print marketing your customers can hold on to, data youve collected from your digital marketing, How Postcards Can Help Your Brand Stand Out, Learn why you should make postcards part of your modern marketing strategy, Learn the basics of sending printed postcards, Check out the steps for creating a one-time send postcard, Get the steps for creating a recurring postcard, See how to create your abandoned cart postcard, Learn how to format addresses for postcards, Learn how to use GDPR forms to collect permissions for postcards, Keep your customers engaged and grow your business with email, 3 Ways Postcards Can Help Your Brand Stand Out, Recurring postcards that send at regular intervals. Claim a custom domain to make it easy for people to find your brand on the web. Tracking results determines how youll conduct the future campaign, and can affect copy, headlines, images, calls to action, offers, colors, and fonts. The latest updates to our APIs and developer tools. Once youve assigned scores to your customers you can segment them based on the results. Then, you can conduct multiple tests, each for one variable, to determine the optimal postcard. Next, youll need to decide what a successful postcard marketing campaign looks like for you and which of your existing customers youre going to mail to in order to achieve that. Create a free website that comes with built-in marketing tools. While postcards offer more real estate than a search ad, theyre still limited. Deciding to rent or buy typically depends on your budget, your long term goals and your test results. 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. 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. 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. First class offers speed, mail forwarding, and pieces being returned for incorrect addressing. The small postcard is the most cost effective for taking advantage of First- Class Mail prices. Ask them to fill in the required fields (name, mailing address, etc) for a chance to win something awesome. Ensure youre testing only one variable at a time, so you know the effect of it. Self-improvement, brands to check out and things to see and do from food to fashion. When you do this, your postcards become welcomed by your recipients. What's the Difference Between Sheet-Fed & Web Press Printing? By definition a compelling offer must appeal to customers and be relevant to where they are in the customer journey. For example, if you sell selfie-sticks maybe you could try to get a smartphone case retailer to agree to a list swap. If youre selling a workout program, what appeals more to your audience? Testing will allow you to improve your campaigns over time as you hone in on what works the best. If you have an email list without mailing addresses, heres an idea: Host a giveaway to incentivize your list. For example, a home decor ecommerce brand might test a 15% off discount against 15% discount + premium. Have you ever received an advertising credit in the mail from Google, or a postcard from a powerhouse eCommerce brand like Dollar Shave Club? Once youve presented your offer you need to tell your prospects exactly how to claim it with a strong call to action (CTA), otherwise your conversions will suffer. The prospect can probably find the information they need by reading over the postcard and in many cases an average CTA like this will still get a response. Your goal with each mailing is to beat the one that came before it. To view this dream home, visit the open house on Feb. 12 from 1 to 3 p.m. By now you should be well on your way to sending some high-converting postcard campaigns that generate revenue for your business. Dont change anything else for this test. 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. Next, create a sign-up form in your email autoresponder (Mail Chimp, Klaviyo etc).

Needless to say, its critical that you understand how to craft a compelling offer that moves your prospect to the desired response. Make each side of a two-sided postcard look different so the reader never feels like they have already seen the content. 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. Would they A) Understand youre offering them something valuable, and B) Have all the information they need to take advantage of your offer? They can be used to introduce new products, provide a discount offer, generate leads, attract new customers, or drive repeat business. If possible, avoid competing for attention with other mail by having your postcard delivered on less busy days of the week. The most important factors in successful postcard marketing. Our optional GDPR-friendly forms include checkboxes for opt-in consent, and editable sections that explain how and why you are using data. However, if youre curious about how you can improve performance further here are 2 bonus strategies you can add to your postcard marketing arsenal. And since most people need to hear a brands message at least 7 times before they make up their mind about buying, postcards give you a unique way to introduce yourself. Consider the following things when buying or renting a list. Shows the percentage of customers who successfully complete the campaigns target response and helps the store measure performance improvements. Ask yourself: What do I want to achieve?, I want to increase the flow of qualified leads coming into my business, I want my most loyal customers to buy my new product., I want my one-time customers to buy from me again.. Risk reversal just means showing your customers that youre willing to take on the risk associated with the purchase. Join our community for freelancers and agencies to unlock tools for managing clients and perks to grow your business. Follow up can get expensive so the amount you do should be determined by the potential lifetime value of your customer. An unlisted video wont appear on YouTube. Generally, postcards can cost anywhere from a few cents to more than a dollar per recipient, depending on factors such as quantity, size, paper stock, graphics, specialty coatings and mail class. For the most part Graze does well with this offer. For example, If youre targeting high-value customers with your postcard marketing, you know these people are engaged and they probably enjoy hearing about your new products. Start by getting your prospect to indicate interest by requesting a lead magnet that doesnt require any money upfront. Use this design to reach out to customers you have not heard from in a while. This seems obvious when you consider that postcards stick around in your customers' home long after being sent with an average lifespan of 17 days, versus 3 seconds or less for other channels. For example, if you sell memorabilia (e.g. If you run a supplement brand customers may be highly likely to place another order around the 20-25 day mark when their 30 day supply is running low. Losing weight, gaining muscle, or both? Even if your recipient knows youre a company, adding a personal touch will still make your postcard marketing design stand out in a sea of impersonal business solicitations. YouTube Analytics: A Simple Guide to Tracking the Right Metrics | Hootsuite. No Worries. This 100-year-old candy store in St. Louis is rich in historyand chocolate. Go with $50 then! Check out Heycarson.com for help setting up your Google Analytics code or any other Shopify related tasks you may need help with.

For example, a travel mug and 10% off on your brand new Reishi mushroom coffee. Lets see how their offer fares: Munchery gives new leads an opportunity to try their product with the buy one, get one free offer in this postcard marketing campaign. In this guide you will learn exactly how to send profitable postcard marketing campaigns that will delight your customers and generate more profit for your business. Whether you want to grow your team, your following, or your sales, we've got ideas. Sync your store data and connect other tools to unlock more automation features. Lets say a mens grooming ecommerce store decides to run a postcard marketing campaign to generate new leads. Variable data printing uses personalization points to create specialized messages and images at high production speeds, making the piece more relevant to the consumer. For maximum response, consider something more like this: Visit www.domain.com and use code 389HYW at checkout to save 30% today.. Dont be afraid to narrow it down as much as you can so that youre only targeting the most relevant prospects. To maximize results, you can also use urgency-focused language like dont miss out and before its too late. up front.

These are people who buy, collect, and trade sneakers as a hobby. The campaign got off to a good startit converted at 7.4% and earned $4.37 in revenue for each postcard sent. Reach new customers, send behaviorbased campaigns, and increase engagement with your app. Let us send you a PDF copy so you can read it whenever is convenient to you. 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. This included a real dollar bill attached to a piece of direct mail to grab attention. The exact amount you spend will depend on a number of factors, such as the quantity being mailed, how often theyre sent, how, and more. With this in mind you might craft an offer that entices these customers with an early look at your latest collection paired with a small discount or low-value premium. Next, split your list. 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. In this case the postcard with the new image is now your control and your goal is to beat it in future tests. Perhaps youre a dental clinic that wants to generate 100 new phone leads with a lead generation postcard marketing campaign. These metrics will give you useful insight on how engaged your postcard recipients are with your video. This approach ensures youre not offering heavy discounts to customers who would have otherwise bought from you without incentive. Show people what its like to use your product with in-use product pictures. Use their preferences to guide them through your content in the way you want. You allow them to try your product for free, and if they like it they can choose to purchase. You can also purchase lists to reach new prospects. Fill in the fields marked with *. Be extra clear about how billing works and how long the trial lasts. However, with the average human attention span clocking in at about 8 seconds, we shouldnt rely on having our prospect search for the information they need to respond. For example, when showcasing a new home, designers could use photos of the front of the house and its various rooms to entice homebuyers through the doors. Version A will go to half of your audience and Version B will go to the other half. Engagement time: Watch time, average view duration, top videos. Get the latest on new features, product improvements, and other announcements. Allocate your postcard marketing ad spendyou want to spend more money sending postcards to the high-value customers that are most likely to convert. Also, make sure to include a call to action thats clear, concise, and appealing. If your goals or product price points are lower on the other hand, you may be able to reduce your costs. Get real-time feedback on how to refine your subject lines. "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.". Get a better response by testing new creatives. Sample products and free trials work great here because they allow your customers to test the goods. They are compiled from sources such as directories and public records. For example, Welcome to the gang, Jane! Many businesses have times of the year when their products are most in demand. The amount of return on a marketing investment. Get perks and tools for managing clients when you join our free community, Mailchimp & Co. Pay per click platforms track everything automatically and even metrics you dont need are readily available. Now that you understand the 3 core elements of a compelling offer, lets take a look at some real-world and fictional postcard marketing examples to see how they stack up. Because these two variations will speak directly to the customers needs, they will resonate more than just a simple New Home on the Market. For Customer A, family is their priority, so marketing a family home with enough rooms for all members will work better than a generic message. Give your customers enough time to evaluate your product, but also put a limit on how long your guarantee is valid for. There is some debate on how much weight each factor holds, but its usually broken down something like this: Well go into much more detail on each of these elements in later chapters, but for now, remember that if you focus your efforts where you have the most leverage, your postcard marketing campaign will be successful. A successful postcard marketing campaign is almost always the result of targeting a small group of hyper-interested prospects over a large group with less well-defined interests.

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). Test different thresholds to see what produces the highest return on ad spend (ROAS). 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. Target new customers based on how much they spent on their first order. Since these are already engaged customers, hearing about your latest products is relevant and probably even exciting to them. Call us now to put in your bid. Fitness related products may see a surge in demand during January after people make New Years resolutions to get into better shape. A formula is then used to calculate a single RFM score for each customer, usually on a scale of 1-5 or 1-10. Create an email campaign that directs contacts to a simple giveaway landing page. Free trials are extremely effective at reversing risk because the prospect is not required to put any money on the table up front. You can also have retargeting ads appear on blogs and other popular websites using advertising platforms like Google ads and Adroll. Need help setting up your Google analytics code? Heavily discounted product + very desirable premium, For more creative lead magnet ideas, watch this short video by Kurt Elster from, To do this, consider following up with an. There are many ways you can add an element of urgency to your offer: Typically we suggest using expiration dates because they are a simple and effective way to add urgency to your offer.Postcard marketing automation services such as Touchcard will do this for you by automatically adding a dynamic expiration date to your postcard to increase urgency like in the example below. Fall back on recency and frequency for targeting. 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. Lets see how it fares on the scoreboard: In this example Magic Matcha offers a 40% discount plus a premium to inactive customers. There are three steps to developing a plan for every new postcard campaign. Dont want to use a discount code? Keep your margins, spacing and font alignment consistent. A high-quality list should be updated at least once per month. 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. Watch time, average view duration, top videos. Jenny Yang chats with 15 guests to reflect on the elders who influenced them at just the right time. Not only are they budget friendly, as with all direct mail products they give you the ability to easily measure results. You can take this even further by including other relevant information in the copy of your postcard design. Engage your audience with beautiful, branded emails. Go to Behavior > Behavior Flow > Site Content > All Pages. Your inactive customers are likely nearing the end of their lifecycle. Postage is one of the largest factors in your budget, so make sure you have a good idea as to what your postage would be. A good grabber will make it near impossible for your postcard to be ignored.

Get the steps for creating a recurring postcard, The abandoned cart postcard campaign helps you turn shoppers into buyers.

ROI Indicates how profitable postcard marketing is for the businesswhich is a useful way to see how postcard marketing compares to other channels and if its worth investing in for the future. 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. 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. Remember that the most important element of your campaign is the offer, so spend time refining that before putting pen to paper or fingers to keyboard. In this case, why not call it a guarantee instead of a refund policy and use it in your postcard marketing to help increase conversions? . Your postcard will have limited real estate so you want to get prospects to your landing page as quickly as possible. These platforms also have a built in call recording feature which will allow you to review conversations, get to know your customers and optimize your sales process. Black Friday, Cyber Monday and Boxing Day. Laurence Leenaert, founder and designer at LRNCE, a handmade ceramics and lifestyle brand in Marrakesh, on her morning routine. Product close ups. "Direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level. The most effective mailings put highly relevant offers in front of the right people at what seems like the perfect time. To learn more about how you can send profitable postcard marketing campaigns drop us a line using the chat in the right hand corner, or check out our, Chapter 4 on The Anatomy of a Compelling Offer, Welcome & Thank You Photoshop Postcard Template, Lead Generation Photoshop Postcard Template, Engaged customers likely to buy regardless of offer. Here are some examples of common metrics and how to calculate them: Response rate: The number of customers who respond to a postcard campaign. 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. That said, try testing different words and phrases especially in sentences that communicate important things like benefits. Low-value premiums, small discounts and free shipping used alone or in combination towards new products are often winners. For maximum engagement build your loyalty offers around new and exciting products. Maximizing conversions requires an effective follow up process that converts trial customers into actual paying customers. However, offer 1 may actually net more profit because skipping the premium keeps more margin in your pocket. On this postcard, Pet Supplies Plus sends customers a 20% discount that can be used on all purchases. Layouts: Portrait VS. Landscape? Anytime youre mailing a list of fresh leads, the leads youre targeting should look as much like your existing high-value customers as possible. Perhaps they have previously purchased a specific type or nutritional supplement or signed up for a supplement oriented mailing list. Sign in to YouTube Studio. Customers may have every intention of taking advantage of your offer, but if you let them wait long enough it will inevitably fall by the wayside. To make your offer even more appealing you can also add an element of risk reversal to your postcard marketing. Unlike digital channels your competitors never have to know youre sending postcards. Continuing with the real estate example above, a postcard headline could be: The subhead could support the headline with urgency by saying Get this house before its gone, while the copy describes the listing as having hardwood floors, a modern kitchen, new appliances, and a spacious backyard. People need information before buying especially from a business theyre unfamiliar with. You would want to choose the first offer, and may also choose this type of offer for future campaigns. When reviewing a list be sure to ask how its segmented. The best way to track online sales is through an automated postcard marketing app like Touchcard. Check out the steps for creating a one-time send postcard, Automate your postcards with a recurring campaign. Download: Welcome & Thank You Photoshop Postcard Template. In either case, your lead magnet / offer must be especially irresistible.

In this chapter well go over some strategies to help you improve your postcard marketing performance so that youre getting maximum ROI from your campaigns. However, you can still execute a very successful postcard marketing campaign when you follow the best practices below. This will cost more upfront but it will save you a lot of time and effort. Your first and last name fields need to be associated with the merge tags FNAME and LNAME, respectively. To start off, create a new page on your website. Visuals have their place, but great copy sells more than strong visuals. If so you may have asked yourself is direct mail still a thing? Enter Your Details To Claim Your Free PDF. Your profit will often come on future purchases and once the initial sale is made those future purchases will get easier to make. Review Chapter 4 on The Anatomy of a Compelling Offer to learn which offers are most appealing to different customer segments. Two ways: Print a unique code on your postcards for customers to use in-store only or have them show you the postcard when they visit in-person. However, the size may also be dictated by your budget: Small is the most economical, but could be overlooked, while jumbo may fit your message, but cost more. 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. Design landing pages that grow your audience and help you sell more stuff. Youll get more eyeballs on your products, increase familiarity with your brand, raise the odds of converting more customers and ultimately have a more successful postcard marketing campaign. Sam Thomas Davies from Quicksprout.com wrote a great article that offers a lot of value on how to write relevant and compelling headlines. Follow up with retargeting ads on Facebook or Google for a second, third, or fourth chance at winning them over. Both sentences are essentially the same but one may be more appealing than the other. No matter what creative you use, you must experiment to improve results. In other words they targeted a higher value customer segment by focusing on those who had spent more on their initial purchase.

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