158 THE POWER OF VISUAL STORYTELLING TIPS for Social Media Postcards • Outline communications goals. A postcard e-cards can capture the spirit of the season or e-card is essentially a communication to and motivate sharing in a way that other your consumers. What do you want them media cannot. to take away from the communication? A • Pleasant reminder. If you’re a service thank-you, key product message, or inspir- provider trying to send an appointment ing words? Or do you want to make them reminder, or you’re a business trying to laugh? promote a sale or limited time offering, an • To share or not to share. Having your post- e-card or postcard can offer a quick, easy, card or e-card shared should be a key goal and highly visual way to get the message when using this medium. Make sure your across. user experience is designed to be easily • Mix digital and physical. Similar to Hyatt shareable and that it has a clear call to House’s example, being able to create a action. two-sided tangible piece of content to • Invest in quality visuals. Make sure the surprise and delight someone in the mail images used are eye-catching and in line can offer a lot of value to your customers. with the photo best practices shared ear- Especially if you can put a call to action on lier in the chapter. The better the quality, the card to tweet a thank-you message to design, and overall layout of a postcard or the sender. If mixing the two, make sure to e-card, the stronger the experience will be brand and offer unique visual experiences for your end user. on both sides of the postcard. • Keep the message simple. Too much text • Reward customers. Postcards and e-cards will overwhelm a postcard or e-card. Short, can also be used as a way to thank your sweet, and to the point resonate the best. most loyal customers. From sending a sim- Let the visuals shine, and have the text be ple thank-you note or an exclusive coupon complementary. or offer, people love feeling special, and • Embrace seasonality. Whether it’s a spe- this medium offers an easy way to send cific time of year or it’s a reminder note this type of communication. from a service provider, postcards and