Design Postcards for Optimal Response Rates
Design matters. It enables people to understand, evaluate, and make informed decisions. Good design is visually impactful and memorable, creating a connection and establishing a relationship with leads.
When using direct mail, postcard design is key. A mover’s postcard introduces them to potential customers. What type of first impression do you want your business to make? I’m guessing professional, trustworthy, and reliable all come to mind.
One of the unique characteristics of using a postcard to deliver a marketing message is that it keeps on working for movers after the homeowner receives it. It’s not an annoying phone call that can be ignored or an email that’s deleted or quickly forgotten about. Homeowners tend to put mover postcards on their fridge until the time is right. But, in order to catch the homeowner’s eye, the postcard design needs to fit their needs and communicate the right message.
Design can make or break a mover’s first impression. So, what design elements should movers incorporate into their postcards?
You’ve come to the right place. At MovingLeads.com, our team has been sending direct mail postcards to homeowners for over 16 years. We’ve worked with hundreds of movers, and we know what gets a response, and what doesn’t. A few small tweaks can turn a failed postcard into a lucrative business opportunity.
Below we list the 3 areas of postcard design and give tips on how you can optimize your direct mail marketing with imagery, layout, and messaging.
Pro Tip: MovingLeads.com customers can now take advantage of our new Design Site. Use our customizable ready-made templates, design a custom postcard from scratch, or upload your own design.
A Picture is Worth a Thousand Words
Take time choosing an image that sends the right message. You only have a few seconds to grab the attention of a homeowner. Your image is the most important design element on the postcard. Don’t just slap on a generic stock image that could make your business seem untrustworthy.
Watch our video on postcard imagery to learn more about crafting an image that will embody the right message.
- High Quality: No blurry photos. Make sure your photo is high-resolution (300 DPI.) It’s not necessary to pay for an expensive photoshoot; smartphones have fantastic cameras these days.
- Authentic Imagery: Real-life photos perform much better than generic stock imagery. If possible, use an image of your truck and staff. Showing your crew is a great introduction to the team. You want your photo to say, “We are a reliable moving company.” Don’t leave people guessing as to what you do. Stock images that show boxes and families look like box advertisements and a cow that says “Moooooooving” might seem cute, but it can be confusing to potential customers.
There is such a thing as “too much” when it comes to postcard design. Simple postcards perform better than cluttered. Color and message placement are also important.
- Get to the Point with Copy: A copy heavy postcard is more likely to go in the trash. Be clear, concise, and short. Stick to around 60 words if possible and we highly recommend keeping it under 100 words total. Don’t worry about including everything; you’ll be directing readers to call you or visit your website where they can find more details.
- Message Placement and Hierarchy is Key: You never know what side of the postcard a homeowner will see first so both sides need a strong headline that will keep them reading. Pay attention to copy weight and size. If there are large, competing blocks of copy all over the postcard, the homeowner won’t know what’s most important and the message will be lost.
- Keep It Organized: More than ever, people are skimming documents and ads; make it easy for them to understand your message and you’ll reap higher interest and more sales. Bullet points are easier to read than paragraphs and give you the perfect format to clearly list the benefits of hiring your company.
- Catch Their Attention with Color... But Don’t Overdo It: Bright colors can be an asset but they can also backfire. Make sure the color combination is aesthetically pleasing and don’t blast them with fluorescents or clashing colors.
Notice the vibrant blue color, catchy headline, this moving service story told with several pictures and minimal text. It's professional, inviting and clear.
Pro Tip: Do a visual test with a colleague or friend. Where does their eye go first? Does the headline pop? Ask them what message they are getting from the postcard in the first few seconds. Don’t be afraid to test out different colors or headlines to refine your messaging.
You know your copy needs to be concise, but what information is the most important? Movers need to demonstrate their benefits, present a special offer, and emphasize the next steps to win more business.
Demonstrate the Benefits
We surveyed homeowners to see what information they used when deciding on which mover to hire. Here are the results:
- Professionalism - 72% of homeowners want proof that their moving company comprised of moving professionals. You can do this by mentioning licensing, insurance, and professional organization memberships.
- Value for Money - 48% of homeowners were interested in getting a great value which you can offer with free in-home estimates.
- Reputation - Most homeowners want to know about your reputation. 63% of homeowners want to see favorable online rankings and 50% want to see customer testimonials. You can also illustrate reputation with the number of years you’ve been in business and any awards that you’ve won. Adding credentials like the Better Business Bureau logo & AMSA logo also helps ensure leads that your company is reputable.
Conveying these characteristics in your postcard can help spell out the benefits for them: “Award-winning service you can trust—Family owned for 30 years," or "Highly trained and licensed movers for a stress-free move” or “We care about our clients and it shows in 15 years of happy moves.” You get the idea.
Present a Special Offer
People love deals. What can you offer that would make someone want to call right away? Keep in mind that when a homeowner receives your postcard, they may not be ready to hire. An offer that isn’t immediately redeemable isn’t as valuable. Discounts on moves or free box offers are a great way to close the deal but a free estimate is something you can offer that is relevant now. Watch the video below to learn more.
Emphasize the Next Steps
What should the homeowner do once they get your postcard? Get them to contact you! There should be no question of who you are, what the next steps are or where they can get in touch.
Include Your Contact Information:
- Company/Van Line Name
- Phone Number
- Return Address
- Better Business Bureau logo & AMSA logo
Encourage homeowners to call or visit your website and make that call-to-action impossible to miss. Try a bigger font, brighter colors, a design or box around the offer, etc. Below are some call-to-action copy examples:
- Call Now!
- Find out why we’re different; let’s chat.
- We’ll get you moving. Call now!
- Visit our website to set up your free estimate!
By following the guidelines above and using our design site, you’ll optimize your design increase the chances of getting a response. Remember, the image, layout, and message on your postcard need to be strong; you’re making a first impression on potential customers and you want it to be a positive one. To start receiving quality leads and to gain access to our design site to create your postcard, sign up today.
Learn more about our leads plus fulfillment service where we send your postcard design to new leads daily. Let us do all the work so you can concentrate on what you do best; moving customers!