The Postcard Arrived… Now What?
You’ve launched a direct mail campaign. The postcards are printed, sorted, delivered — and they’re in the hands of your prospects. But this is not the end of the campaign. It’s just the beginning of the conversion process.
The real magic happens when your direct mail triggers a clear, measurable response — and that requires a strategic follow-up funnel.
1. Start with a Clear CTA + Tracking Mechanism
The moment someone interacts with your postcard — scanning a QR code, calling a number, or typing in a URL — you need to be ready. That starts with a strong call to action (CTA) and tracking tool:
- QR Codes: Route users to a dedicated landing page, special offer, or sign-up form.
- Call Tracking Numbers: Use dynamic phone numbers to identify which calls came from your postcard.
- Custom URLs or Promo Codes: Monitor web traffic or redemptions tied to your campaign.
2. Send Them to a Targeted Landing Page
Don’t just link to your homepage. Your QR code or URL should lead to a focused landing page designed to continue the conversation. It should:
- Match the design and offer from your postcard
- Quickly communicate the benefit
- Include a simple lead capture form, calendar booking, or purchase option
- Offer social proof like reviews, testimonials, or client logos
Pro Tip: Add urgency with a countdown timer or limited-time discount.
3. Trigger Automated Email Follow-Ups
If someone fills out a form or opts in, don’t stop there. Use email automation to nurture that lead:
- Email #1 (Immediately) – Confirm their interest and restate the offer
- Email #2 (1–2 Days Later) – Share helpful tips or testimonials
- Email #3 (3–5 Days Later) – Add urgency or sweeten the deal
Bonus points if your emails are personalized based on their interaction (e.g., downloading a specific offer or visiting a certain service page).
4. Track Phone Leads & Respond Quickly
If your campaign includes a phone number, make sure:
- It’s tracked using a service like CallRail
- Calls are answered quickly or sent to a live receptionist
- Your team knows it’s a campaign call and is prepped to convert
📞 80% of customers say speed of response influences buying decisions — so don’t keep them waiting.
5. Launch a Digital Ad Follow-Up
Your postcard got attention — now it’s time to reinforce that message with digital ads. Using the same design language and offer, run follow-up ads on:
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Facebook & Instagram: Build frequency by showing your brand in feeds, stories, and reels
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Google Display Network: Target users across millions of websites after they visit your landing page
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Email Ads: Target opt-ins with dynamic, personalized display ads inside their inbox
Repetition across channels increases brand recall and drives action — especially when the message stays consistent.
6. Follow Up With Another Postcard (The Power of 3)
One-and-done mailings rarely deliver the full impact. That’s why successful marketers use the 3 Mail Drop strategy — sending a series of three postcards to the same audience over time:
1️⃣ Plant the Seed – The first postcard builds awareness.
2️⃣ Nurture the Lead – The second adds value and builds credibility (testimonials, case studies, etc.).
3️⃣ Drive Action – The final mailer delivers a strong CTA and limited-time offer.
📈 According to Lob, campaigns with at least three direct mail touches see up to 50% higher response rates.
7. Measure, Optimize, Repeat
Finally, look at the data:
- How many scans or visits did your QR code/URL get?
- What was your email open/click rate?
- How many leads converted via phone or form?
Use these insights to adjust your next postcard drop. Small changes — like tweaking your headline, offer, or CTA — can yield big improvements.
Make the Mailbox Just the Start
A great postcard gets attention. But a great follow-up funnel? That gets results. By connecting your mailer to landing pages, tracking tools, automated emails, and digital ads, you create a seamless path from first impression to final conversion.
📬 Ready to build a campaign that doesn’t stop at the mailbox? With Taradel, you can launch multichannel campaigns — postcard + digital — in minutes. And we’ve got free templates to help you get started fast.
