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The temps are dropping, and the holidays are rapidly approaching. If you haven’t started getting your ducks in a row as it pertains to your holiday marketing strategy, right now is the perfect time to get to work. If you’re seeking resources that are capable of delivering more holiday sales, don’t overlook the power of sending winter postcards. Everything you need to include in them can be found below!
Make Sure Your Winter Postcards Prioritize User Generated Content (UGC)
There’s no denying that the messaging that comes from your marketing department can influence members of your audience to keep your brand in mind this holiday season. But one of the biggest mistakes you could make is drowning out the voice of previous and current customers. That’s where user generated content (UGC) enters the picture. Content that comes directly from your customers is considered “user-generated”. Some of the most common UGC examples include testimonials, reviews, unboxing videos, and social media photos.
Considering the vital role customer reviews play in the buying process nowadays, leveraging UGC is a must. Suppose that you’re a home goods retailer with a new location opening up. In this case, convincing recipients to abandon the retailer they’ve been shopping with won’t be easy. But showcasing reviews and photos from happy customers could go a long way in earning the trust of these recipients. Including UGC on your winter postcards is also a great way to avoid allowing recipients to see the positive reviews your competition has.
Use Every Door Direct Mail (EDDM) to Take Advantage of a Wide Variety of Size Options
Don’t allow size to restrict your design process. Every Door Direct Mail enables you to reach all of the houses within any mailing route of your choice. And you can easily research and select mailing routes using GrowMail’s exclusive EDDM Map Tool.
Using EDDM enables you to send postcards of all sizes. You can even send brochures! Here are some specific details regarding EDDM sizes:
- Standard EDDM Postcard Size: 6.25×9
- Large EDDM Postcard Size: 6.25×11
- Jumbo EDDM Postcard Size: 8.5×11
- Oversized EDDM Postcard Size: 12×15
If you have any questions about finalizing your EDDM design or selecting your mailing routes, connect with a GrowMail Marketing specialist for assistance.
Include a Prominent, Clear, Call-to-Action (CTA)
Simply assuming that recipients that are interested in your message will take your desired next steps on their own is a huge mistake. You’d be surprised at how big of an impact the font and placement of your CTA can have on the results of your campaign. Before finalizing your design, try A/B testing different variations can help you determine which could deliver the best results. Then, once you’ve determined which CTA performs best, you can track the performance of your campaign by including a unique URL or tracking phone number on your postcard.
Doing so enables you to determine whether it’s best to keep mailing using your current design, or to make some changes for your next campaign. Suppose you included a longer CTA containing white font that blends in with the snowflakes on your postcard design. In this case, your CTA may underperform. On the other hand, including a short and sweet CTA that contains a bold font that you can easily read at first glance could be exactly what it takes to make your campaign a winner. Ultimately, testing and tracking is key to selecting a CTA that delivers results.
Use Your Winter Postcards to Answer Important Questions
Photos, reviews and a call-to-action are just a few of the pieces of the puzzle. Don’t stop there. Answering questions about your location or brand can go a long way. A few key topics you can address in your winter postcards include:
- Promotions:
If you plan on running holiday sales, send postcards alerting recipients of how long you’ll be running those deals. This enables your audience to prepare by saving up if they need to. This also allows them to compare and contrast your deals against competitors they may consider shopping with.
- Special Offerings:
When offering new products or services ahead of the holidays, showing them off on your postcards is a must. That’s especially the case if these special offerings won’t be in place for long. Doing so could instill a sense of FOMO (Fear of Missing Out). And you never know how many recipients will share those postcards to friends and family members asking for gift ideas!
- Brick and Mortar Location Details:
The holiday season usually delivers an influx of new customers. And the last thing you want is for them to show up to a dark, empty store when they were hoping to do some shopping. If your physical retail location has special holiday hours or days of operation, share those details on your postcards. The same goes for the physical address of your location.
Design Postcards That Bridge the Gap Between Online and Offline Marketing Efforts
Let’s say for instance that you’re highly active on social media. And you’ve got photos of happy customers using your products on your Instagram and Facebook pages. In this case, you’d be mistaken not to invite recipients of your postcards to follow you on those channels. By including your social media handles on your winter postcards, you’ll be able to grow your online audience while showcasing your amazing products.
People that aren’t online often still need a way to stay up to date on your product offerings. Another way to use direct mail to bridge the gap between your online and offline channels is to enable recipients to navigate to your website directly from your postcard. By including a QR code onto your postcards, all a recipient needs to do to check out your site is to take a quick snapshot using their smartphones. As an added bonus, you can also track the results of your campaign with a QR code.
Begin Designing Your Winter Postcards With GrowMail Today!
The snow will begin falling and the holiday rush will be on in full force before you know it. Don’t wait until the last minute to begin designing your winter postcards. To begin designing and sending your holiday postcards, schedule a free consultation today. The friendly, knowledgeable marketing specialists at GrowMail are eager to help you make this holiday season your best yet!
