SwissPostCard: optimizing your postcard mailings
Optimize your postcard mailings to create a professional direct marketing impact. Here are some tips and tricks to help you.
General
- The mailing must contain all the important information: benefits for the recipient, incitement to respond, address, logo, phone number, e-mail address and signature of the sender.
- The mailing should address the recipient in a personal and individual way. Focus the content on your target group and address the recipient by name.
- The line below the signature should state the first and last name as well as the position the signatory holds in your company.
- Put yourself into the recipient's shoes.
- Use language that is easy to read and appropriate to your target audience.
- First write a draft then correct and optimize the text, reducing it to the essentials.
- Make sure the text
- is written in the present tense
- contains active rather than passive formulations
- uses verbs rather than nominal phrases
- uses vivid language
- does not contain any filler words, empty phrases or platitudes
- is written using short and simple words, sentences and paragraphs - After creating the text, highlight any parts that describe a particular benefit for the reader.
- Use the PS to draw attention to something important (e.g. prize draw, restate important reader benefit, invitation to respond, etc.).
- The fixation points (the elements that the eye immediately focuses on, such as logo, signature, salutation and highlighted text) must be positive and contain the key messages.
- Make sure the format is reader-friendly by using ragged rather than justified text, short paragraphs, easy-to-read font sizes, etc.
- Avoid using too many different font styles and sizes.
- Be selective and sparing in your use of colour.
Design postcards
- SwissPostCard is currently available in A6 and A5 format. Make a bigger impact and choose the larger A5 size instead of the traditional postcard format.
- Personalize your postcard mailing by addressing the recipient by name on the front and reverse. The instructions (pdf format). here show you how to do this
- Give your postcard mailing an individual touch by incorporating an electronic signature previously scanned and uploaded as a graphic.
- Measure your success by designing your cards as vouchers include a corresponding message or an individual offer code for each recipient in a mail merge field.
- Create an impact by placing personalized text also on the front of the postcard using mail merge fields (or an additional information field if you enter customers' details manually).
- Send yourself a test card before dispatching the whole mailing.
Address postcards
- Have your recipients' addresses checked using our AddressCleaning service
- - Obtain more addresses for your target audience from a professional list broker such as AZ Direct or Schober Information Group for example.
Send postcards
- Plan carefully and schedule your mailings with the aid of our DirectCalender or HolidayCalender
Detailed instructions on dispatching your postcard mailing can be downloaded here in pdf format. If you have any further questions, please contact our Customer Service.
