I received a postcard with “PRESIDENT TRUMP’S CORONAVIRUS GUIDELINES FOR AMERICA.” It was dated March 16 and arrived in my New York City mailbox on March 28.
Mailed Standard Rate
Let’s look at this postcard from a direct mail marketing perspective. The primary objective of the postcard is to motivate people to take action to prevent getting the virus that causes COVID-19, while the secondary objective is to motivate readers to visit coronavirus.gov for more information. It merits a Fail for Creative for a few reasons.
- White text on a black background is neither easy to print nor read, especially in italics at 9-point font size.
|If you can read the good hygiene tips, you don't need glasses.|
- The Call to Action to visit coronavirus.gov is visually lost.
- On the address side, below a couple graphical icons, the website is suggested as a place to go for more information
- On the copy side, it sits in the corner without a description of the site or a reason to visit it. It is in a good location relative to the layout of the postcard—and bold compared to most of the other content; however, the line starting “EVEN IF YOU ARE YOUNG,” with a blue background, is what draws a reader.
Perhaps the small postcard is trying to accomplish too much in too little space.
- If your copy is small, make sure you have proper color contrast.
- Make your call to action prominent.
[Edit: Removed commontary about postal rate used, as this was mailed EDDM.]