Direct Mail Services Unlike Any Other

Description

This campaign would maybe work if it was solely targeting dealership owners. Even then, they are still missing the key elements: appealing offer and strong call to action. You would expect a great postcard from a company who is trying to sell you there postcards. They really dropped the ball here.

***

There are obviously some aspects of this postcard that could be improved. The way to avoid this? Make the right decisions for your direct mail campaign early on, and save time and money over the long haul.

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Copywriting

The headline, "Direct Mail Service Unlike Any Other" isn't strong because there are no legit supporting points.

The 100% quality guarantee stamp is useless. What exactly does it mean for a direct mail service? Typically, if the buyer wants to make sure the quality is at their standard they will have a few samplers printed. If they give it a thumbs up then, and the printer doesn't mess anything up, then of course they can 100% guarantee the quality you approved on.

The gloss and no gloss option is the only other supporting point for the headline – and a week one at that.

There is no offer, no urgency, and no call to action. Without those elements, why would a reader want to flip this card around? They wouldn't.

Design

Who is the target market here? If it is call dealerships they are after then this could make sense. The only thing they are really promoting is their ability to print postcards with gloss cover which may be nice if you are trying to sell cars.

If this wasn't meant specifically for dealerships then it doesn't make a lot of sense. It looks like they are trying to sell you a Lamborghinis or three. Last time a direct mail piece motivated someone to buy a Lambo? Never.

Side note, no one likes reading in all caps. IT STRESSES PEOPLE OUT. Unless you are emphasizing a word or maybe a point, we suggest using it sparingly.

Offer

NA

Key Takeaways
  • If your headline is using the classic "Our service is better than anyone else", make sure you have some supporting points (100% quality guarantee doesn't count)
  • The core elements of a good postcard are lacking here. Don't let that happen to your next campaign. Keep it short and sweet, have a detailed offer, and call to action (some personalization would be bonus points)
Description

Again, we are missing an offer and a strong call to action. Let's say I owned a car dealership and liked the gloss feature Amazingmail offers. What do I do next? What keeps me from going to a competition?

They really should have just used a similar design to what they did for the example postcards being compared on the back. If you zoom in you can see some personalziation ("Stacie"), a clear big offer, good imagery, and even a trackable QR code.  

Copywriting

They are lacking clear messaging. On the front we are being sold on the features of gloss/no gloss. Now we are seeing "Postal Protect". Is that the same thing as the gloss? Too confusing for a reader who will take no more than 3-4 seconds.

This big paragraph in the middle could have been condensed to a couple bullet points or a couple short sentences. The main point is, 'For no extra charge, amazingmail will send your postcards with a protective coat'.

Design

Who is the target market here? If it is call dealerships they are after then this could make sense. The only thing they are really promoting is their ability to print postcards with gloss cover which may be nice if you are trying to sell cars.

If this wasn't meant specifically for dealerships then it doesn't make a lot of sense. It looks like they are trying to sell you a Lamborghinis or three. Last time a direct mail piece motivated someone to buy a Lambo? Never.

Side note, no one likes reading in all caps. IT STRESSES PEOPLE OUT. Unless you are emphasizing a word or maybe a point, we suggest using it sparingly.

Offer

NA

Key Takeaways
  • If your headline is using the classic "Our service is better than anyone else", make sure you have some supporting points (100% quality guarantee doesn't count)
  • The core elements of a good postcard are lacking here. Don't let that happen to your next campaign. Keep it short and sweet, have a detailed offer, and call to action (some personalization would be bonus points)
Copywriting:
D
Design:
D+
Offer:
NA
Final Grade:
D
Copywriting:
D
Design:
D
Offer:
NA
Final Grade:
D
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