What's Your Direct Mail Objective?

by Brandon Cornett

Some key steps in postcard marketing:

1. Understand the value of what you're selling.
2. Identify your audience.
3. Determine your objectives.

This post will cover item #3 ... figuring out your objectives.

Start by asking yourself, “What do I want to happen as a result of sending my postcards?” Here's the key to this step. Don't ask your postcards to do more than they're capable of doing.

For example, don't use postcards to try and convince recipients that you offer superior service. That's a common mistake, and it's too much to ask of an 8"x5" piece of card stock.

“Superior service” cannot be conveyed through a postcard. It can only be conveyed through a working relationship.

Scale back the objective until we find something that (A) gives the postcard a more realistic task, (B) follows a more natural sales progression, and (C) capitalizes on known consumer behavior.

Realistic objectives for direct mail postcards:

* Get the reader to visit a Web page to learn more.

* Get the reader to call a toll-free number to learn more.

* Get the reader to fill out and return a business-reply form.

* Get the reader to subscribe to a newsletter.

* Get the reader to use the postcard as a coupon (store visit).

Good luck and good marketing!

-Brandon from PostcardSmart.com