Having helped businesses with direct mail marketing since 1971 and sending over 600 million postcards in the last 15 years, we have seen what postcard design elements are crucial to a campaign’s success.
There are 8 elements that we feel are a must have on your postcard design, no matter who you have as your postcard marketing provider. A few may seem like common sense to you (logo, return address, etc.), but you would be surprised at what designs we have seen come through the doors. While other elements are deeper and have been tested over the years and perfected so that you don’t have to.
1. Intro Text
There is a reason we made this number one on the list. Your postcard has a very short time to catch someone’s attention. With such short time, your intro text needs to quickly and clearly state what your service or business is. Clever themes and headlines can be fun to come up with, but unless you are a well known brand we advise to stick with clear headlines.
In the sample above the “Intro Text” is the statement: ‘Creating Beautiful Smiles For The Whole Family’. Right out of the gate you know this postcard is for a family dentist.
2. Eye Catching Photos or Graphics
Next, you will want to include a corresponding photo or graphic. Make sure the images or graphics support your intro text and reinforces your service or business. As was the case with #1 when it came to choosing clarity over cleverness, the same holds true with your images or graphics.
As you can see above with the dental example, the image of the family in the lower right corner reinforces the main message.
3. Coordinating color
When it comes to picking colors for your postcard, it is best to stick to colors that are in your logo and on your website. This will help readability, and keep eyes on your postcard. You do not want to pick a handful of colors that do not contrast enough as it will be hard to read your message.
In the sample design, there are a mixture of dark green, a lighter green, and touch of white to help create contrast.
4. Supporting Text
Your supporting text is what allows you to go more into detail about your service. Perhaps give some more information about your business, and why your prospect should choose you. We suggest to still keep it light and simple, people won’t stick around long enough to read paragraphs.
Back to the postcard design sample, you can see the text “A Dentist You Can Trust With Your Family” – this is a quick and easy supporting line that stays with the overall message.
It is a common mistake to get wrapped up in the features of your product or service. The problem is these won’t move people as much as benefits will. Your postcard design needs to do a great job of quickly explaining how your product of service will benefit them.
Check out the list included on the sample design. It would have been easy to say “Flexible Hours” but that doesn’t tell the reader how that benefits them. “Appointments that fit your schedule” tells prospective patients that this dentist is available around their busy schedule.
6. Company Info & Branding
This may seem like the most obvious element, but it frequently is the most overlooked. Many times we will see an initial design without a return address or phone number. Including all of these forms of contact builds trust with your prospects that you are a real business. Also be sure to include any social media that you may have. This is a great opportunity to grow those audiences.
The offer is the grand daddy of them all and it also is one of the hardest elements to dial in. Spend some quality time brainstorming on what you can offer. You will want something that is of high perceived value, and will move the needle enough to get a prospect to respond. Depending on your industry, percentage off or a dollar amount off may not work as great as you think. People are conditioned now to get something for free.
If you look above, you will see two separate “Free” offers. The dentist understands the lifetime value of a patient, and knows that they can give a free service away, but make up for it in the long run.
8. Call to Action
You have caught the attention of a prospect with your intro, colors, images, and offer – now you need to tell them how to redeem. Don’t expect people to know what to do, you need to tell them what to do.
The goal for the sample above was to have potential new patients call in, and you can see the phone number was listed on both the front and the back.
Contact us today to plan your postcard campaign.