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Description

Target uses a first name to grab the reader's attention, then shows what they likely have thought about after their recent purchase of a TV. Perfectly timed up-sell.

This is a an example of a big retail brand doing personalization effectively to bring customers back into the store. Not the prettiest postcard, but readable, actionable, and effectively personalized.

***

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Copywriting

The call to action is clear, and actionable. The reader knows exactly what to do. Come back to Target and buy one of these products with coupon UPC on the postcard.

Design

The design is serviceable and readable. It's personalized, and shows the customer items they might be interested in. It's not going to win any awards for design, but we wouldn't be surprised if this postcard converts rather well.

A small downside is it has no call to action on the front.

Offer

Innovative. Target gives the customer a personalized offer based off of the product they bought. To do this at scale requires a sophisticated CRM solution but it's interesting to see big brands trying new kinds of offers.

Key Takeaways

• When it comes to using personalization to create high-converting postcards, look to big brands like Target – companies that have marketing budgets to experiment and innovate with.

• The map is a great personalization tactic. In this instance, it's a little obvious, like "look how close you are to this Target location!". If the reader has lived at that address for any length of time, they are probably already aware of what the closest Target location is, but as retail goes online more and more, maps are a good tactic.

• The best postcards mix a diversity of tactics. This postcard uses personalization, customer appreciation, and a compelling offer to re-engage customers to buy again.

Description

Simple and personalized. It also has a unique barcode that tracks the campaign.

Copywriting

The tried-and-true. We are big fans of clear, simple copy at Scout, and this checks all two of those boxes.

Design

The design is serviceable and readable. It's personalized, and shows the customer items they might be interested in. It's not going to win any awards for design, but we wouldn't be surprised if this postcard converts rather well.

A small downside is it has no call to action on the front.

Offer

N/A,

Key Takeaways

• When it comes to using personalization to create high-converting postcards, look to big brands like Target – companies that have marketing budgets to experiment and innovate with.

• The map is a great personalization tactic. In this instance, it's a little obvious, like "look how close you are to this Target location!". If the reader has lived at that address for any length of time, they are probably already aware of what the closest Target location is, but as retail goes online more and more, maps are a good tactic.

• The best postcards mix a diversity of tactics. This postcard uses personalization, customer appreciation, and a compelling offer to re-engage customers to buy again.

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