When you launch a postcard marketing campaign, your primary goal is to get recipients to respond immediately. Ideally, you want them to open their mailbox, see your postcard, and get on the phone/web right away.
But of course the vast majority of your recipients aren’t going to respond immediately. Think about it: when was the last time you got a direct-mail postcard and ran to your phone to contact the company right away? Probably never, right?
That’s why your postcard marketing should always have a backup plan — a way to ensure that your recipients keep the postcard, so they can respond later. After all. you don’t want them to lose it or accidentally throw it away.
One of the best ways to achieve this goal is to include a detachable business card directly within your postcards. Especially in B2B postcard marketing, detachable business cards are a great way to boost response by enabling your customers to hold onto your contact information. The business cards are simply a perforated section of your postcard, so customers can easily detach it, put it in their wallets, and throw away the rest of the postcard if they choose. Not only that, but detachable business cards look professional and will impress your clients and customers. In fact, they can be designed to look just like your regular business cards.
If you’re planning on using detachable postcards with your next postcard marketing campaign, here are some quick tips to keep in mind.
1) Consider your audience first. Remember, your primary goal is to get people to respond immediately. Accordingly, detachable business cards are often better suited for campaigns that don’t promote a special offer (Although, there are exceptions. See tip #4). For example, if you’re offering a huge sale than ends this weekend, the last thing you want is for people to be putting your business card in their wallets and not finding it again until next week. But if you’re introducing your company to another business or client, it’s a great way to make sure they’ll remember you for quite a while.
2) List your services on your business card. Make sure your business card reminds your customers/clients of what you do, so they remember why they kept your business card in the first place. You’d be surprised at how easily people forget.
3) Make sure your contact information is on the business card. Even if you’ve printed your phone number or URL 50 times on the postcard itself, you absolutely must place it on the detachable business card too. If your customers throw out the rest of the card, this will be the only way for them to know how to contact you.
4) Include a promotion. Your detachable business card doesn’t have to be a boring, traditional business card with just your name and contact info. If there’s any promotion you can offer, slap it on the card so that your recipients will be even more enticed to respond.
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