Full Color Postcards Get Results

Why Full Color Postcards work?

At VMS Mailing Services, we are frequently asked: “What type of direct mail piece works best?”

From our experience we believe that full color postcards are the most effective form of direct mail.

So why are direct mail postcards so effective?

A full color postcard looks professional and because they stand out in a stack of mail, they almost always “acknowledged.” We use the term “acknowledged” instead of “read” as there is a distinct difference between the two.

Think about it, when you’re going through your mail, doesn’t a colorful postcard standout?

A color postcard draws people’s attention, and as a result they almost always glance at the postcard to see what it is about. This is what we refer to as “acknowledged” and it is an important step in your direct mail campaign.

When someone acknowledges your postcard, they will typically look at it long enough to determine whether or not they are interested in your offering. If they are interested they will “read” the postcard and hopefully “act” on your offer.

So you can see how a full color postcard can be very effective in accomplishes 2 important steps in your direct mail campaign. Full color postcards standout in a stack of mail so that the recipient acknowledges the postcard, and if there is even the slightest amount of interest, will “read” it. The third step required to achieve success in your direct mail campaign is to get the recipient to “act”. The section below covers some important tips that will get people “act” on your direct mail offer.

Tips for Getting a High Direct Mail Response Rate.

Here are some tips that will help you get higher response rates when direct mailing with full color postcards-

Postcard Design-

Once a person acknowledges your postcard you want them to “read” your postcard and “act” on your offer. A good postcard design is an essential part of your direct mail campaign, as the postcard design needs to hold the recipient’s attention long enough for them to “read” the offer on your postcard.

If the design of your postcard is dull or boring, the recipient will lose attention before understanding what you are offering. 

Make your postcard colorful!

These days every time you check you mail box it’s full and the majority of it is direct mail advertising. If your postcard is not colorful, it will not stand out in the pile of direct advertising that is competing for the recipient’s attention. Even a one or two color postcard doesn’t guarantee the recipient will “acknowledge it. The cost of printing full color postcards is not much more the cost of printing two color postcards or 4/1 postcards. So if you are going to spend the money on direct mail advertising spend a little extra and use 4/4 color postcards (full color) as your direct mail piece.

You Have to Offer Something!

It’s not just enough to send out a postcard that talks about the wonderful products and/or services that your company provides. To make your direct mail campaign successful, you need an offer that persuades the recipient to act on your offer. A postcard or any type of direct mail piece that does not contain an offer will often be placed in a drawer for future use but in actuality never looked at again. Postcards should contain an offer such as something free, a discount, more information, consultation, etc… Additionally, offers on direct mail advertising pieces should be time sensitive. For example; limited time offer, act now, offer valid until, etc… This creates a sense of urgency making it more likely the recipient will “act” upon your offer.

Summary

Full color postcards are a great way to establish a successful direct mail campaign. By using full color postcards effectively (good postcard design, full color postcard, & time sensitive offer) you can substantially increase you business through direct mail.