Direct Mail Strategy: A Plethora of Postcards
4. None of the postcards used copy and design to create and maximize hot spots. And none used copy and design to control eye flow. All were designed as horizontal formats.
The larger a postcard, the more challenging it is to design horizontally. Why? The line length for copy is too long for the reader to negotiate comfortably. When the space is democratically broken into two columns, the reader’s eye doesn’t know where to go first. No matter what size your postcard, consider designing it vertically on one or both sides. This allows you to lead your reader’s eye from top to bottom.
Case in Point: Pizza Hut
Having reviewed some common postcard problems, let’s look at a postcard that earns its keep.
I received a Pizza Hut postcard that doesn’t qualify for First-Class rates because it is 5˝ x 11˝. What it lost in fast delivery, it makes up for in design, strategy and, likely, response.
The non-address side is designed vertically with the Pizza Hut logo, credit card logos and the local phone number at the top in a natural hot spot. Below are eight coupons: On the left in red are three “one-pizza deals,” on the right in green are three “two-pizza deals,” and at the bottom in gold are two “meal deals” coupons. All coupons are perforated for easy use. The red, green and gold define and organize what otherwise could be a confusing offer.
Here’s the clincher: No one is going to use all eight coupons within 24 hours of receiving them. This is the challenge of direct mail that generates traffic or delayed response. So, what can a direct marketer do to help customers retain these coupons for later use in a spot where they won’t get forgotten? This mailer came up with an answer.