Covid-19 has affected us all. One thing you never have to worry about is your water.

San Jose Water
Categories:
Description

Strong image accompanied by a clear message. This postcard builds customer trust.

Direct mail is a key channel for winbacks, "payment due" reminders. Massive return on ROI here, compared with other channels. You can convert customers by understanding their greatest pain point. Here, San Jose Water demonstrates a deep understanding of their customers' greatest fear: not having clean water to drink.

A small ding on this postcard is not having a clearer call-to-action and some messaging errors on the back.

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Message Scout today to optimize conversion rates for your next postcard campaign.

Copywriting

Clear headline that lets the reader know exactly what the purpose of this postcard is and where it is from.

Design

Great image, well-designed. The quality of the image is kind of grainy and low-res, but it's a powerful image showing a little girl washing her hands, which speaks to homeowners' most pressing concern: protecting the health and safety of their children.

Offer

N/A


Key Takeaways

- Simple front side of postcard. Intended to pique interest of reader and get them to flip.

- Checking in and offering help to your clients during tough times (this was sent during COVID-19) can be the difference between a good company and a great company. Their messaging here conveys trust and care to homeowners and families.

Description

Great user empathy here. Readers need reassurance through COVID-19. This is how you engage your audience and build brand trust.

That being said, if the purpose of the postcard was to offer disaster relief, then they could have made that call to action a bit bigger and clearer. They could have also made it into a headline: "Having trouble paying your water bills? We have your back".

Copywriting

The "For over 150 years..." doesn't need to be right at the top. That could be stronger as a bullet point, especially if it was edited to "For one 150 years we have never had a water pollution event".

"We Collect and Test..." should be the headline instead of "Did You Know". You could also add relevance by saying, "Water quality tested 100x per week, even during the pandemic". Let the readers know nothing has changed and you are still committed to them.

Adding multiple contact platforms is smart because people have their presences and are more likely to reach out if it means they don't have to go out of their way.

Design

Great image, well-designed. The quality of the image is kind of grainy and low-res, but it's a powerful image showing a little girl washing her hands, which speaks to homeowners' most pressing concern: protecting the health and safety of their children.

Offer

The offer here is barely perceptible. This card serves the dual-purpose of lettings customers know that San Jose Water is working to support customers by making sure they keep getting clean water.

Additionally, this postcard acknowledges that many customers are having trouble paying bills, and is a notice that customers can set up payment plans.

The offer here is an implication that customers can and should set up payment plans if they are behind on bills.

Key Takeaways

- Simple front side of postcard. Intended to pique interest of reader and get them to flip.

- Checking in and offering help to your clients during tough times (this was sent during COVID-19) can be the difference between a good company and a great company. Their messaging here conveys trust and care to homeowners and families.

Copywriting:
B
Design:
A
Offer:
N/A
Final Grade:
A-
Copywriting:
B+
Design:
B+
Offer:
N/A
Final Grade:
A-
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