Designing Your Winning Postcard Marketing Strategy
Unlock the potential of postcard marketing by designing a winning strategy. Discover tips on targeting your audience, crafting compelling messages, and maximizing your ROI.
Setting Goals For Your Postcard Marketing Campaign
Diving into a campaign without setting goals is a recipe for disappointment. At best, you achieve good results, but you'll have no clearly defined strategy to replicate your success.
Goals provide:
- clear intent
- direction and focus
- a measure of success
An initial campaign is a starting point. It is the baseline to test and improve upon. It is also the start of a relationship for potential new customers that will bring in revenue over time. Your goals should be an helpful yardstick of that first step.
Your Overall Objective
Postcard marketing is a unique marketing channel becasue it can bring in immediate results as well as produce response over time. But for the planning of your campaign, it's best to focus on one key objective.
- BRANDING — website traffic, social engagement
- DEMAND GENERATION — views, downloads, info requests
- LEAD GENERATION — capture form, free sample, consultation
- SALES — estimates, redemptions, new customers
Setting specific goals
Once you've narrowed your objective, setting specific goals will give the clarity and down-to-earth vision to plan your execution.
For example, if you want to introduce postcard marketing as a new customer acquisition channel, you may wish to aim for replicating cost per lead or conversion rates you've achieved in other marketing channels. Or, if you are exploring postcard marketing as a way of driving interest and demand in your product or service, you may want to set goals that are near breakeven to test campaign viability.
Examples:
- increase website traffic by specific %
- drive a number of phone calls
- book a number of appointments
- generate an amount of revenue
Postcard Marketing Can Be Used for Many Types Of Campaigns
- Event invitations
- Product launches
- Seasonal promotions
- Repurchase reminders
- Review and referral requests
- Customer retention and loyalty
- Personalized offers and recommendations
- Re-engagements, follow-ups, and touchpoints
The Response Formula
RESPONSE = RELEVANCE / RESISTANCE
Response will be higher when the right message gets to the right audience. You can use this formula to think about how your message is landing with your target audience.
Your messaging and offer should resonate and feel RELEVANT. And the action you are asking them to take should be easy with low RESISTANCE.
Examples of relevance include addressing them specifically by their demographics, desires, aspirations, fears or pain points; being timely; being appropriate to where they are on the customer journey.
Lower resistance may be achieved by lowering price points to the point of giving value for free or through addressing structural costs such as the need to be physically present, commit to an appointment time, or requiring a specific communication channel to respond.
Your Minimum Strategy
TARGETING + OFFER
At the very least, you want to define the target audience and offer you will be using in your campaign. These factors have the highest impact and being intentional in their assignment will produce results that you will be able to reliably interpret and improve upon.
What Gets Measured Gets Improved
To maximize your effectiveness in building a long-term marketing strategy, always include a tracking and measurement mechanism for key indicators:
- engagement
- response rate
- conversion rate
- return on investment