The Beach Is Calling
Since this is a win-back postcard, they don't need to explain what they do, but they should explain why this customer should come back again. There isn't a strong incentive on the front to capture the reader's attention.
Overall this is a very generic card that doesn't invoke any emotions that people want to feel when thinking about a vacation.
There are obviously some aspects of this postcard that could be improved.
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The simplicity is nice, especially considering that there is no need to explain what they do as this post card is being sent to a previous customer.
However, there is no creativity in this headline. Is it really going to make people want to read further? The "Come back and visit.." line is appealing, but would be a lot better if it was personalized. Maybe: "Hi Jack, we hope you enjoyed your last stay with us in X location. Come back for blossoming season on the beach in our beautiful Cannon Beach location.".
Then you would make the offer a lot bigger so the reader (Jack) can't miss it.
The imaging seems off considering the headline is about the beach calling. A picture of a warm beach would have supported the messaging much better.
All the copy on the front is easy to read, except for the most important line: "Use our promo code on the back for discounted stay". That is the line that will drive people to flip the card over and read into it. They will want to know how much the discount is.
The offer of a discounted stay is way too small. This line could easily be missed and the offer is what gets the reader hooked.
- The headline should be unique, simple, and evoke emotion in the reader
- Offers are the second most important aspect of a card after the headline. Make sure the reader can see them without looking for them.
- All postcard are more effective with aspects of personalization, but personalization on win-backs is a game changer because instead of having to build trust from scratch, you are building on a current relationship.
We have a promo code, some bad images of presumably nice places, and some numbers to call, but nothing to drive action! What if the reader is interested to stay, but doesn't have time to call someone and wait for them to send over an email or link to the images? There should be a QR Code that allows the readers quickly look through each property.
Also, the expiration date is hidden.
This card makes it very difficult for the reader to take the next steps.
The headline here doesn't make a lot of sense. Who else is making your memories?
The line describing each property could probably be bolstered up a bit. Is the most attractive aspect of the Gilbert Inn the fact that it is "Adults Only"? Or is it that it is a 5 minute walk to the beach.
The imaging seems off considering the headline is about the beach calling. A picture of a warm beach would have supported the messaging much better.
All the copy on the front is easy to read, except for the most important line: "Use our promo code on the back for discounted stay". That is the line that will drive people to flip the card over and read into it. They will want to know how much the discount is.
The have a unique promo code for the Oregon locations which is nifty because they can track their postcard conversation rate. If the price of the rooms are high, they could also consider advertising the dollar amount off instead of a percentage. We would also suggest bolding or highlighting the promo code.
- The headline should be unique, simple, and evoke emotion in the reader
- Offers are the second most important aspect of a card after the headline. Make sure the reader can see them without looking for them.
- All postcard are more effective with aspects of personalization, but personalization on win-backs is a game changer because instead of having to build trust from scratch, you are building on a current relationship.
