Design that inspires customers – How to maximize the conversion of your postcards
We have all received postcards that really put us off with their design. According to the motto ““the more, the better””, designs are overloaded with information and colors. However, if you overcharge your customers in this way, you run the risk that the campaign success will remain massively below its potential. Because whether or not you inspire your customers with the design of a postcard is decisive for the ROI of your mailing campaign. The same applies to all formats, including letters, self-mailers, etc. Because, of course, some formats convert better than others (depending on the target group and use case). It is therefore important to gain certain insights. For example, differentiated A/B tests can be used to test formats such as maxi-postcard and classic letters against each other. Those who deliver their mailings in segments can create particularly relevant incentives with personalised designs.
You should consider the following points for a successful postcard design
Decide on the right format
Before you start thinking about the design of your visual, you must first decide on the appropriate format. In general, the maxi-postcard (in Germany) is considered the all-rounder of addressed advertising mail. However, there are use cases where letters, self-mailers and a like are the better choice. The format is therefore closely related to the message. If you want to focus on conveying trust, it is better to write a letter.
For example, send special sale incentives as holiday greetings on a DIN A6 postcard. “Sunny greetings from Spain! We’re just getting inspired for the upcoming collection” looks much more authentic in this format than a maxi-postcard. In the B2B environment or for financial products requiring maximum seriousness, on the other hand, it is essential to work in the classic letter format.
Keep it simple
Less is more. Instead of overloading your postcard with images and text, make your design as simple as possible. Because the more complex the content, the more the recipient has to process in the end. The goal is to drive the action. Get the attention, present the most necessary information and lead the customer directly to the desired action. A/B testing can help you to find out which design converts best.
Whether a mood image (woman playing with dog) or a product image (dog food) is better converted can be found out by means of an A/B test. This way you can increase the success of your mailing campaigns by up to 70%.
Use a clear headline
A strong headline stands out from the rest of the text and captivates the customer in a few clear words. You will not achieve this goal with generalised mailings. Make sure to address the customer directly. The statement should make them feel part of an exclusive group of recipients. In this way you arouse their interest and give them the feeling of being addressed personally. Then your postcards will convert much better.
Say “We miss you” on your reactivation postcard. In this way you signal closeness and exclusivity. The customer does not feel addressed by an impersonal “Here is a summer discount”. Experience shows that the concrete and relevant slogan converts 20-30% better!
Use relevant pictures
Think about the feeling you want to create in the customer. Because feelings are the language of your pictures. Product pictures (protein powder), for example, have a different effect than mood pictures (people doing sports). The latter do not always have to reflect the solution. Sometimes it is more effective to show the problem. But avoid overloaded content. The most important thing is that your visual language supports the message in every case. So make sure that the connection between image and message is easy for the customer to recognize. Also include your segmentation in the design. The more targeted the visual language, the greater the subsequent advertising success.
You are the operator of a fitness studio and want to draw the attention of your customers to special training offers. Your customer base is segmented by gender. So you decide on two different designs for your reactivation postcard. Variant A shows a woman doing yoga exercises and variant B shows a man lifting straight weights. The women in your segment will get variant A, the men variant B. To further increase the success of your campaigns, you could test another variant C with product image (training room & swimming pool) against the two mood images in an A/B test.
Suggest exclusive offers
It cannot be said in general terms that vouchers with a percentage discount convert better than fixed euro values. However, this is an exciting topic for A/B tests. But one thing is certain – with exclusive incentives, you can get your customers to the desired action more effectively. Make your customers aware of this exclusivity with a personal message. Furthermore, individualized voucher codes convert better than generalized ones.
To emphasize the exclusivity of your offer, speak to your customers with the message “Just for you. 20% discount for the next order” in person. To make the coupon code suggest exclusivity, use “XDG752” instead of “sommer2017”.
Always communicate clearly
The texts on the back should be clear and easy to understand. Do not overload the information. Say in a few words why you are sending the customer this postcard. The back also has space for logos and references. For all texts, use a high-contrast font that is easy to read.
“We thank you with this voucher for your trust. Have fun with your next order.”
Set yourself up for a Call to Action
Decide on a single Call to Action that the customer can easily follow. Make a clear announcement of what you want and where the customer will reach his destination. Also point out the limited duration of the action. The recommended period for discount actions is 8-12 weeks.
“Only for a short time!
Redeem your personal voucher code at www.yourwebsite123.de.
*Valid until 30.09.2017.”
Segmented content is the key to success
Say goodbye to one-size-fits-all. The times of impersonal mass mailings are over. Your postcards, letters and co. convert best when they are maximally segmented. This is the only way to inspire your customers with relevant content. Everything you still need to know about segmentation can be found in our blog. The optilyz platform helps you to implement your campaigns.