Wishing You a Joyous Holiday Season!

Clipper MAGAZINE
Categories:
Description

This card is a little different from the others we analyze because it isn't DIRECTLY selling the reader anything. You aren't going to find and offer or a catchy headline anywhere on this design. That can make a campaign's purpose somewhat confusing, but during the holidays marketing companies fequently send out their "happy holiday" card just to make sure you aren't forgetting about them.

We have never thought this tactic works well in this capacity. The holidays create a surge for direct mail and people take less time flipping through ever piece. Only chance to stand out is have a super exciting offer and some personalization.

***

One of the most fascinating things about postcard marketing is that they don't have to be perfect to convert. However, most postcards could always be better (this is one of them).

Interested to hear how we’d perfect this postcard for maximum engagement? Message Scout today.

Copywriting

For their purpose of establishing mental real estate with their readers this is fine. It's still going to be confusing to most recpients since this card doesn't explicitly state what they are doing and why.

Design

If the font was consistent that would help. Some personalization would be super cool here too. Maybe your list shows that it's a family house so you say "Hi Jones family! Wishing you...".

The text should be in the same format.

Offer

NA

Key Takeaways
  • This is a promotional tactic to establish a brand indirectly vs selling something directly
  • These types of tactics work 1000 times better if there is even a single trace personalization because it makes the company more relatable and memorable (check out the back for their personalization)
Description

This side adds that personalization we were hoping for with the handwritten font, "Upward thoughts, Carmel Stabley". Besides that it doesn't add too much more.

We see the branding at the bottom and that's it. Seems like a little bit of a missed opportunity. Maybe their thing is to send a holiday card to ever current/past customer. In that case there should still be stronger messaging and at least a link/number to contact for next steps.

Copywriting

Don't fix what's not broke. At least Clipper MAGAZINE didn't try to make some catchy holiday slogan like everyone else does.

In our opinion, "Upward thoughts" is not a great wish. It assumes the reader doesn't currently have upward and happy thoughts.

Design

If the font was consistent that would help. Some personalization would be super cool here too. Maybe your list shows that it's a family house so you say "Hi Jones family! Wishing you...".

The text should be in the same format.

Offer

NA

Key Takeaways
  • This is a promotional tactic to establish a brand indirectly vs selling something directly
  • These types of tactics work 1000 times better if there is even a single trace personalization because it makes the company more relatable and memorable (check out the back for their personalization)
Copywriting:
B-
Design:
C+
Offer:
NA
Final Grade:
C+
Copywriting:
C+
Design:
B-
Offer:
NA
Final Grade:
C+
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Want help on your postcard?
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