Views, unique views, impressions, impressions click-through rate. In this the first offer is going to be the more effective offer for your postcard marketing campaign. Customer B, an older couple who no longer have kids at home, may receive a postcard boasting about the entertainment features such as the kitchen and living room: This home with a brick facade, stunning hardwood floors, three bedrooms, an updated kitchen and bathroom, and a recently laid patio for entertaining is now on the market. Images, graphics, backgrounds, and other visuals should support the overall message of the postcard. Shapes: If your creative includes shapes in the design, try different shapes, different positions, or try removing them altogether. However, If you need some design inspiration for a specific campaign youd like to send here are 4 postcard templates in Photoshop format that you can download and use completely free. Here are a few common examples along with strategies for capturing the data. Embed the HTML code for this form on your new landing page and Include the URL of this newly created landing page on your postcards, like this: Once your campaign starts generating responses you can sign in to your email autoresponder account to see the number of subscribers who have responded to the call to action on your postcard and submitted the form. 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. When you do this you may discover that 80% of your postcard revenue comes from just 20% of the customers youre sending to. Let us send you a PDF copy so you can read it whenever is convenient to you. That said, try testing different words and phrases especially in sentences that communicate important things like benefits.
Use this design to reach out to customers you have not heard from in a while. To get accurate test results make sure youre sending the two variations to the exact same audience segment. Send printed postcards around the world with the help of our address finder. Let them know that if theyre not satisfied youll refund their money. Continuing with the sneaker example, including an image of a very rare or highly coveted pair of sneakers on a high contrast postcard marketing design is likely to get that double take. Grow your audience with a pop-up or embedded form. You can take it step further by testing things like the overall tone and appeal of your copy too. Check out the steps for creating a one-time send postcard, Automate your postcards with a recurring campaign. Use objects, colour, pictures, shapes and positioning to guide your readers attention. Font colors? Hey Carson offers a great service that lets you hire highly-skilled Shopify developers to help with all of your Shopify needs. Adding a benefit is as simple as injecting a piece of your offer into the headline. How the list is segmented just refers to how its organized. There are three steps to developing a plan for every new postcard campaign. This was usually accompanied by a short sentence explaining that the dollar bill would reveal its relevance later in the copy, piquing curiosity and pulling the reader in further. These days real stamps stand out and communicate a small batch mailing that came from a real person who took the time to send a postcard and place the stamp themselves. 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. Customers who have not placed an order in X number of days. Your goal with each mailing is to beat the one that came before it. These customers received their postcards along with a 20% discount towards their next purchase. You might wait until your customer has received the postcard and then follow up with 3 emails that arrive within the expiration window. 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. Reinforce your message by repeating it more than once. If youre not immediately sure which approach is best for you, start by generating leads and consider testing both approaches. Once you have a solid offer you can consider testing other aspects to improve response further. The percentage of customers who take action (e.g., buy a product, leave a review). You can also test your lists. This goes for all direct marketing, including postcard marketing. Think handwritten notes and greeting cards. Get straight to the point with a great offer to ensure your postcard gets the attention it deserves. This will cost more upfront but it will save you a lot of time and effort. Lists compiled based on response are made up of people who have taken an action that indicates their interest in a specific product or service. Find new people, connect with your customers, and sell more stuff. Lets take a closer look: Every campaign starts with a goal. Use abandoned cart postcards together with promo codes and abandoned cart emails to give shoppers an extra push. Save 20% on your next order.. To learn more about how to score and segment your customers with the RFM model watch this short Youtube video from. Learn why you should make postcards part of your modern marketing strategy, Learn how Mailchimp postcards work, how much they cost, and where you can send them. And of course we cant forget one of the most important pieces of your creative. Youll have to weigh the message you need to convey with postage expense in order to decide the best size for your campaign. Talk in your recipients language, and use colours, fonts, and layouts they will respond to. The above example checks all the boxes. For small companies with less than 100 contacts, this process may be done in-house, but for businesses with higher volume campaigns, its best practice to employ a printer and fulfillment center, ensuring orders are completed by professionals accurately and in a timely manner. For example, if you run an ecommerce store that sells baby clothing to new parents your customers probably have a pretty finite life-cycle. Connect your digital tools so you can do more with your marketing. Although response rate is the simplest way to monitor the success of your campaign, its also important to track qualified response rate, sales rate, cost to acquire a customer, ROI, and lifetime value. Get a unique toll free number and use it exclusively for your postcard marketing campaign. In this chapter, you will learn what a successful postcard campaign looks like. Only people who have access to the URL can view it. Make a $3,000 return on investment from a promo code by the end of the first quarter. According to the CDMP, the campaign isnt viable if response rates are below 1 percent. 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. If youre unable to fit all the information necessary on a postcard, include a QR code that, if scanned, will take customers directly to a landing page full of additional information. 30, 60 and 90 day windows are common, but in most cases one month is more than enough time for customers to decide they are satisfied with your product. Call us now to put in your bid. "Direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level. Family comes first, especially this time of year. They decide to go with a multi-step strategy and send 3 postcards over a period of 1 month. Make your email content more engaging with personalized suggestions for improvement. This approach ensures youre not offering heavy discounts to customers who would have otherwise bought from you without incentive. 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. Since the unlisted video is only accessible to people with the link, this tells you that the number of views the video has are a direct result of your postcard marketing campaign. RFM stands for Recency, Frequency, and Monetary value. 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. On average, 11 percent of a companys budget is allocated for marketing, and of this, a company must decide how much it will set aside for postcard campaigns. These are the two things you need to pay attention to if you want to have the most effective postcard marketing campaign possible. 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. Test different versions of a single email to see how small changes can impact your results. The amount of return on a marketing investment. Films, podcasts, and original series that celebrate the entrepreneurial spirit. 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. These are your most engaged customers so they are very interested in hearing about your new products. Building on our sneaker example your final headline might look like this: Hey Jay, we know youre a sneaker-head and we got you!Save 25% on our new collection. If they bounced from your landing page without taking any action at all, theres still hope. Ask yourself: The number of customers who respond to a postcard campaign. Sync your store data and connect other tools to unlock more automation features. Use this campaign to showcase a product, remind people of events, share promo codes, and more. In addition to that, a second study found that in 2016 direct mail response rates doubled for adults under 21. found that brand recall is 70% higher for consumers who have seen a piece of direct mail versus a digital advertisement. Have people who fill out that form added to a designated list (e.g., Postcard Campaign [Product]) and segment them accordingly. Target new customers based on how much they spent on their first order. This included a real dollar bill attached to a piece of direct mail to grab attention. 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. Dont be afraid of leaving some white space on your design. Launch a store that comes with everything you need to start selling, including marketing tools. Your goal is to build a relationship so that you can get those leads to purchase, or get new customers to continue buying. Maximizing conversions requires an effective follow up process that converts trial customers into actual paying customers. Using words that are relevant to this market (kicks, lows, mids, highs etc) will get their attention and pique their interest. You can print these codes on your postcards and track redemptions in your eCommerce dashboard. To track and measure results from your postcard marketing, sign in to Google Analytics. Get beautiful, on-brand designs made for you with the power of AI. Mail Login|Privacy Policy|Terms of Service |Accessibility, contact a qualified direct mail partner, such as Design Distributors, Choosing the Perfect Postcard Size for a Successful Direct Mail Campaign, 6 Steps to Run a Successful Postcard Campaign. Again, the offer is the most important part of your marketing message, so make sure its optimized and communicated properly. The cost of acquiring a paying customer on a marketing campaign level. Colors: Test different color combinations on your creative. Heres a great example of a postcard that uses a free sample lead magnet. The three core elements of successful offers, Specific offers you can use in your postcard marketing campaigns, When, and with which customers to use these offers, A scarcity warning (e.g., Only 100 available!), Delivery time warnings (Order before Nov 15th to receive by Christmas). First, duplicate the original version of your postcard. Mailchimp is a registered trademark of The Rocket Science Group. A high-quality list should be updated at least once per month. Therefore, postage is a critical factor in the decision-making process. Make each side of a two-sided postcard look different so the reader never feels like they have already seen the content. Stick to short and memorable URLs as long URLs are harder to remember and may contribute to lower response. For maximum engagement build your loyalty offers around new and exciting products. By definition a compelling offer must appeal to customers and be relevant to where they are in the customer journey. Bring shoppers back to your store with an abandoned cart postcard. Sync, store, and edit all your images and files in one place. The campaign got off to a good startit converted at 7.4% and earned $4.37 in revenue for each postcard sent. Have your thank you postcard arrive about two weeks after the product is fulfilled. You can now time your postcard marketing campaigns to capitalize on these small windows of opportunity and increase your postcard marketing response rate. To begin, enter your webpage URL on the Google Campaign URL Builder. Fall back on recency and frequency for targeting. 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.. To begin, create a new landing page on your website. A reputable list broker will help you find a high-quality list and negotiate the best rates with list owners. Heres real life example of a postcard that uses a Free Sample offer to turn leads into customers. Triple check everything including the physical stuff like print and paper quality that cant be judged on a computer screen. Let them know you havent forgotten about them and would love to see them come back. Variable data printing uses personalization points to create specialized messages and images at high production speeds, making the piece more relevant to the consumer. The most successful marketing campaigns are those that have been ruthlessly optimized for maximum ROI. For example, life size hands holding your product. Start by setting up a new landing page specifically for your postcard marketing campaign. Was the list compiled, or obtained based on response? With each new send, well check your audience for new contacts or addresses, and order as many postcards as your budget allows. In this article on Shopifys blog, ecommerce writer Alexandra Sheehan credits giveaways for capturing customer data and recommends them for boosting customer engagement and conversions. Include content that will sell, but remember your goal is to get a response, not fill every inch of your postcard. Did $50 perform better than $100? Reach people on Facebook, Instagram, and across the web. . Keeping your sends targeted makes it easy to customize your content based on who youre talking to. Claim a custom domain to make it easy for people to find your brand on the web. For example, does your copy appeal to the idea of gaining something or losing something? Whether youre sending 1 postcard or thousands, you can do low-price direct mail marketing in Mailchimp on any budget. Combine simple headlines with a heavily branded design, Simple headlines like Thank you and Welcome on heavily branded designs work well for this type of postcard campaign. Turn first-time buyers into repeat customers, Convince at-risk customers to buy from you again. 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. The dollar bill grabber is a great example, but its important to remember that the most effective grabbers are attention grabbing. Like this: You can then shorten this long URL on Bitly and even consider turning it into a branded link to include on your postcards. A loyalty postcard campaign targets responsive, high-value customers, so you can usually get away with modest offers. See all the perks you can unlock as you grow toward becoming a Mailchimp partner. For a great example of a well executed thank you postcard campaign that generated 38X ROAS, check out this Touchcard case study. 1 month from the day the first postcard is received. If you decide that buying or renting a list is the way to go, youll want to work with a first-class list broker. For the apparel ecommerce brand looking to generate $70,000 in sales, their target response would be an actual sale. Next, define the goal as a target response. Use this VIP loyalty postcard to thank your best customers and let them know you value their loyalty with a small discount. You might consider heading over to Quora and Reddit to browse relevant threads for ideas about which words and phrases will resonate most with your audience. For example, when sending a postcard advertising new house listings, you would want to segment the market by type of homeowner, age, and income. If you can answer yes to that question youre well on your way to writing effective CTAs. YouTube Analytics: A Simple Guide to Tracking the Right Metrics | Hootsuite. Generally speaking, shoot for Tuesdays and Thursdays while avoiding Mondays. It turns out that about 86% of consumers take the time to read through their mail, which gives you the chance to make your brand stand out with a piece of print marketing your customers can hold on to. The address list field needs to be associated with the merge tag ADDRESS. Lets explore how these core metrics work using the example of the apparel ecommerce store we mentioned above. "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.". When planning a postcard marketing campaign the offer you put in front of your customers plays a critical role in the response. In fact, other than the list youre targeting, the offer is the most important factor in your success. Having your postcard addressed from a specific person with real handwriting adds a personal touch thats hard to ignore. Get to know your audience and find new ways to market to them. They come in various sizes and paper stocks, enabling multiple messages and designs. Lets see how it scores: In this postcard marketing campaign Flitetbike targets loyal customers with its latest product line.
Go to Behavior > Behavior Flow > Site Content > All Pages. Build your following with targeted ads and organic posting on Facebook, Instagram, and Twitter. ", "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.". If your products have emotional appeal like clothing or jewelry, theres a chance your customers will be thinking about another purchase as quickly as a week after they receive their first order. Unlike digital channels your competitors never have to know youre sending postcards. Lead generation postcard from graze, a subscription food service based in the UK. Here are some examples of common metrics and how to calculate them: Response rate: The number of customers who respond to a postcard campaign. When customers land on these pages youll know it was the result of your postcard marketing efforts. Your guarantee should put your customers at ease, but it should also be fair. Keep track of what you know about your people with customizable tags. A formula is then used to calculate a single RFM score for each customer, usually on a scale of 1-5 or 1-10. Which customers have the potential to become more profitable? Heres an example of a relevant grabber used on Green Belgiums postcard marketing design to raise awareness for world water day. Personalize individual content blocks within your emails. Dont clutter your design with distracting and irrelevant information. Doing this will let you better target customers with offers that are relevant to them. Plus, when combined with online browsing data, postcards are more powerful than ever, which is why so many big brands use them today. These discount codes are automatically tracked so you can see a running total of all sales generated by your postcard marketing in the dashboard. Similarly, Customer B, an empty nester, is most likely looking for home features, like the kitchen, living room, and patio, for entertaining when family comes home. In this postcard marketing example, Specs offers two different discounts to maximize sales during busy times like Black Friday and Boxing Day. The copy itself. Send this postcard to a list of highly targeted leads to get an initial sale and convert them into new customers. These services will allow you to set up multiple phone numbers making it easy to run high-quality A/B tests. How to calculate it: Average value of a purchase X Number of times the customer will buy each year X Average length of the customer relationship (in years). All elements, including copy, graphics and design, can be tailored to individual clients. Based on their buying history you can also assume they find your products appealing. Follow up with retargeting ads on Facebook or Google for a second, third, or fourth chance at winning them over. Check out Heycarson.com for help setting up your Google Analytics code or any other Shopify related tasks you may need help with. 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. If you sell consumable, disposable or subscription products another excellent way to reverse risk is with a free trial, which is an offer with risk reversal built right in. Not only is this approach affordable, but you get the added benefit of trust and familiarity if your partner agrees to endorse your product. The most effective postcard marketing campaigns are a result of testing, so even if your existing offer is performing well that doesnt mean you cant improve returns further by testing a new offer against your current one. Go to Behavior > Behavior Flow > Site Content > All Pages. Think twice if a company refuses to provide free proofs. With anything worth doing there are always a few best practices you should follow for maximum success. Two universal rules are to implement your brands colors into the design, and choose bold colors whenever possible, such as orange or yellow. 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. That is, if you dont have enough customers who rank high on all RFM values. Fill in the fields marked with *. Conversion rate Shows the percentage of customers who successfully complete the campaigns target response and helps the store measure performance improvements. Here are a few common examples along with strategies for capturing the data. Think Facebook lookalike audiences but for postcard marketing. To learn more about how to score and segment your customers with the RFM model watch this short Youtube video from Umacs Media. Try starting with a test. To view this dream home, visit the open house on Feb. 12 from 1 to 3 p.m. Well critique a few more examples later in the chapter, but first lets go over how you can make your postcard marketing successful with the 3 core elements of a compelling offer. For more creative lead magnet ideas, watch this short video by Kurt Elster from Ethercycle. What about timing in the short term though? The third and final postcard should make it clear that its the last offer in the sequence and there will not be a fourth postcard with a better offer. Be that as it may, there are 3 core elements that should always be included in your postcard marketing offers regardless of whos receiving them. Drive traffic and boost sales with a marketing platform that seamlessly integrates with your store. Your end goal is to create customers, but depending on your business you may start by generating leads. Download the Photoshop templates below and simply replace the text and imagery with your own and youre good to go. Create a basic postcard marketing plan from scratch, Identify a goal, target response, and the core metrics that best fit your campaign, and, Track these responses so you can easily measure the campaigns effectiveness. Then, print and mail the postcards to your targeted lists. Now you can take that data to send them beautiful postcards they can hold on to. Use their preferences to guide them through your content in the way you want. Now you can use audience data from your digital channels to send postcards that are relevant to your customers. Then upload your video to YouTube and make it unlisted. You can take this even further by including other relevant information in the copy of your postcard design. If youre a fashion brand launching your new Summer line, your VIP customers should be the first to hear about it. First, ensure your offer includes these 3 core elements: Can you change the way your offer is presented to make it appear more valuable, or would one of the offers below be more appealing to your audience? You allow them to try your product for free, and if they like it they can choose to purchase. Free trials are extremely effective at reversing risk because the prospect is not required to put any money on the table. You should also be selective about who receives free trial offers. To do this, set up A/B tests before the campaign to try out multiple designs and/or messages to see which will garner the best results, and test your lists to find the perfect audience. The Bottom line is that postcard marketing works very well and apps like Touchcard make it easier than ever to implement, track and automate. Maybe youre an ecommerce apparel brand looking to generate $70,000 in sales from your new collection. Postcards are more expensive than email, but with some direct mail features you can use data youve collected from your digital marketing to make smart decisions about your budget and target audience. How to calculate: (Revenue Campaign cost) / Campaign cost. Depending on the core metrics youve chosen you may also need a way to track other customer actions. If you have a large list of contacts, smaller, segmented mailings can even help your budget go further. 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. How to win customers without social media. When customers call these tracking numbers this software will collect a host of useful data and even integrate with you Google analytics account. So, calculate 11 percent of your budget, then break out a portion to go toward postcard campaigns. If you decide to take this approach, be sure youre partnering with a reputable business that has a good relationship with their customers. 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. The thank you postcard campaign is a great way to welcome new customers and get that important second order that converts one-time buyers into repeat customers. If they bounced from your landing page without taking any action at all, theres still hope. Free sample product or heavily discounted product. 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. These postcards direct leads to the shops landing page for a special offer. Or course, there are other segments you can look at to optimize your targeting including recency and frequency of purchase that are explained in chapter 5 on targeting and list selection. 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. Losing weight, gaining muscle, or both? Also, make sure to include a call to action thats clear, concise, and appealing. 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. is the most important factor in your success. Your profit will often come on future purchases and once the initial sale is made those future purchases will get easier to make. Once you know what you want to achieve, make it more real with a number. To achieve this, use a prominently placed logo and consistent branding. Your thank you postcard campaign should generate sales while also reminding customers about your business and the good feelings they got with their order. Your business likely has windows of opportunity when your customers are most receptive to your postcard marketing. Dont want to use a discount code? If youre going through a broker and you have a list of your own high-value customers, share it with them. If a shopper puts stuff in their cart and leaves it there for 24 hours, well automatically send a postcard order to the printer. For example, a travel mug and 10% off on your brand new Reishi mushroom coffee. Consider taking different angles and testing copy that appeals to your consumers in different ways. There are two ways to track traffic and clicks using Google Analytics: Custom URLs and Parameters.
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