While some may think print marketing is a thing of the past thanks to the internet, direct mail is still delivering results that get noticed. If you are thinking of taking the direct mailing route it’s important to design your postcards well to avoid seeing your investment tossed in the trash. A great way to learn what works and what doesn’t is to analyze the direct mail in your own mailbox. We came across this basic mailer from Braum’s Fresh Market and thought it was a great chance to share some insight.
What worked for this postcard
This company did a good job of covering the basics. What is the first thing a person usually looks at on a piece of mail? The headline. Braum’s did a good job of clearly presenting their offer with few distractions – the only thing to read on the front of the mailer is the logo & the offer – $14 in coupons. The background dollar signs aren’t attractive to look at, but they don’t distract from the call to action – Save $14 by using our coupons.
On the reverse, the company does a great job of making the postcard valuable for the recipient to hang on to. They provide coupons for customers to use on multiple visits, providing an incentive to get customers to post the mailer to their refrigerator for the month or add it to their coupon basket. They also take the opportunity to use the remaining space to promote one of their own branded products – their milk. They focus on the hot button issues that people are thinking about when making milk buying decisions and successfully position their brand as a premium product. They use a bulleted (checkmarked) list with headers to present this information making it easy to see the key points.
Where this postcard misses the mark
This postcard definitely has room for improvement. The design lacks any brand distinction. There doesn’t appear to be any design strategy employed and there are no design elements included to make this postcard really stand out to recipients in the mailbox. A crisp, delicious product shot could have been a great way to make this postcard more appealing – an ice cold glass of milk with a plate of cookies to promote the milk or a shot of gorgeous fresh produce could have more successfully connected the offer with the audience’s needs.
The back of the postcard doesn’t include enough whitespace to allow recipients to easily read the information and the multitude of colors make the information jumbled and hard to focus on. These problems could be avoided with a few simple steps:
- Make sure that there is space between your graphics, text, headings and coupons.
- Choose a color scheme with no more than three colors. This postcard would have been better if they stuck to the green, red and yellow they first presented on the front of the card.
- Less is more. Put no more than three items on each side of your card. On the back of this postcard this company used a graphic, a set of coupons, a clip and save graphic, a call to action and a bulleted list.
The next time you receive a postcard or other marketing item, learn from it. Identify what what worked and what didn’t and use those lessons to your advantage in your own marketing.