Postcards aren’t just vacation souvenirs anymore. These compact, eye-catching mailers have become a powerful marketing tool for businesses looking to make an impact on their audience offline. With the overwhelming number of emails in our inboxes and ads on our social feeds, postc
Postcards aren’t just vacation souvenirs anymore. These compact, eye-catching mailers have become a powerful marketing tool for businesses looking to make an impact on their audience offline.
With the overwhelming number of emails in our inboxes and ads on our social feeds, postcard marketing offers a refreshing, tangible way to reach your audience. It’s cost-effective, attention-grabbing, and surprisingly impactful when done right.
Whether you're promoting a sale, launching a new product, or simply building brand awareness in your local area, postcard marketing can help you get noticed. In this guide, we’ll cover everything you need to know: what postcard marketing is, how to use it, what to include, and creative ways to make it work for your business.
What is postcard marketing?
Postcard marketing is a form of direct mail advertising that involves sending printed postcards to a targeted list of recipients. These postcards typically include a promotional message, special offer, or announcement, and are designed to grab attention and drive action.
Unlike brochures or multi-page mailers, postcards are concise, cost-effective, and don’t require recipients to open anything. Your message is front and center the moment it lands in their hands.
It’s no surprise, then, that postcards are one of the most popular formats in direct mail marketing, with 76% of businesses using them for house lists and 62% using them for prospect lists. Their low cost and high visibility make them a go-to choice for marketers across industries.
How effective is postcard marketing?
It might surprise you, but postcard marketing is not only still effective, it’s thriving. Here’s why:
- High visibility: According to the Data & Marketing Association, 90% of direct mail gets opened, compared to only 20–30% of emails.
- Stronger recall: People who receive physical mail are 70% more likely to remember your brand than those who saw a digital ad.
- Great ROI: Direct mail yields an impressive 92% ROI for house lists, surpassing both paid search and online display advertising in effectiveness.
What can postcard marketing be used for?
Postcards are incredibly versatile. You can use them to:
- Promote a sale or discount
- Announce a new product, location, or service
- Event invitations
- Send appointment reminders or thank-you notes
- Drive traffic to a website or physical store
- Re-engage inactive customers
- Offer referral incentives
You can even use postcards for seasonal greetings or local awareness campaigns. If it can be said quickly and powerfully, it can be put on a postcard.
What to include in a marketing postcard
Since space is limited in a postcard, your design needs to be both eye-catching and clear. Here’s what to include:
- A captivating headline: You should grab attention instantly.
- Your offer or message: What’s in it for them? Be specific.
- A clear call-to-action (CTA): Tell people clearly what to do next, whether that’s visit your website, scan a QR code, visit your store, etc.
- Contact info: Include your website, phone number, address, or social handles.
- Consistent branding: Use your logo, brand colors, and consistent tone of voice to boost brand recognition.
- High-quality visuals: Include professional images or graphics to catch the eye.
Bonus tip: Include a trackable element like a unique promo code or QR code so you can measure the effectiveness of your campaign.
Industries that can benefit from postcard marketing
Postcard marketing works across industries, especially when targeting local or niche audiences. Here are a few examples:
- Retail stores: Promote in-store events or seasonal sales.
- Restaurants & cafes: Share grand opening announcements or coupons.
- Gyms & fitness studios: Offer trial memberships or free trials.
- Salons & spas: Send appointment reminders, offers, or birthday greetings.
- Home services: For seasonal offers or building brand awareness.
If your business serves a specific geographic area, postcard marketing can make an impressive impact.
Creative postcard marketing ideas
Want to make sure your postcard stands out? Here are some creative strategies to try:
- Personalization – Use variable printing to add recipients’ names or tailored offers based on past behavior.
- Augmented reality – Add a QR code that links to an interactive video, AR experience, or digital coupon.
- Testimonials – Highlight real customer reviews or success stories.
- Mini calendar or checklist – Give recipients something functional they might keep on the fridge.
- Gamified mail – Include a scratch-off section or unique code to drive engagement.
- Postcard series – Send a short sequence of 2-3 cards that build curiosity or tell a story over time.
How to distribute postcards
There are several ways to get your postcards into the right hands:
1. Direct Mail
Send your postcards directly to a targeted mailing list. This gives you control over who receives them, which is ideal for reaching loyal customers or high-value prospects.
2. EDDM (Every Door Direct Mail)
EDDM is a USPS service that lets you target a specific geographic area without needing a mailing list. Perfect for promoting to entire neighborhoods or ZIP codes within your service area.
3. In-store handouts
Display postcards at your checkout counter or include them in bags with purchases.
4. Event distribution
Hand out postcards at trade shows, pop-ups, or networking events.
If you're not sure where to start, a platform like Oppizi can manage your postcard campaign with precision, whether that’s through direct mail or EDDM.
How much does postcard marketing cost?
Postcard marketing is one of the most budget-friendly offline strategies, but costs can vary depending on a few key factors. Here's an overview of the typical costs involved:
- Design: DIY with templates (which are usually free or low-cost), or hire a freelance graphic designer (who could charge somewhere between $30–$150 per hour, depending on location and experience).
- Printing: Bulk printing typically ranges from $0.05 to $0.50 per postcard, depending on size, paper quality, and finish.
- Postage: Standard postcard postage in the U.S. starts at $0.51 per card, but discounted rates are available for bulk or EDDM campaigns.
- Distribution: If using a direct mail platform or service, expect to pay for list rental, targeting, and fulfillment, which is typically $0.10–$0.30 per piece.
Overall, most businesses spend between $0.30 and $1.00 per postcard.
If you want a platform that takes care of your campaign for you, Oppizi can help you with everything from printing and distribution to tracking.
Mistakes to avoid with postcard marketing
Even a small postcard can fall flat if you miss the mark. Here are some common mistakes to avoid:
- Too much text: Keep the postcard simple and skimmable. The more text you have, the more your message gets diluted.
- Unclear CTA: Don’t leave people guessing what they need to do next.
- Low-quality visuals: Blurry images will make your brand seem unprofessional.
- Poor targeting: Sending to the wrong audience means your message is likely to fall flat, wasting money and resources.
- Missing brand elements: Always include your logo and use a consistent tone with your other marketing efforts.
- Not including ways to track performance: Use codes, landing pages, or QR links to measure ROI.
Always test and refine your postcards before launching a full campaign. Ask someone else to have a look at the postcard. If they know what it’s about and what they need to do next, your campaign is good to go.
Frequently asked questions
How many postcards should I send?
It depends on your campaign goals and target audience. For local marketing, a good starting point is 500–1,000 postcards as a test run. This allows you to measure engagement and adjust your messaging or targeting before scaling up.
It’s also good to note that many printers and distributors offer bulk discounts, so sending a larger batch can reduce your cost per piece and increase your reach more efficiently.
What size should my postcard be?
Standard postcard sizes are 4” x 6”, but larger formats (5” x 7” or 6” x 9”) can stand out more in the mail pile.
How do I track if my postcard campaign worked?
Use promo codes, QR codes, custom landing pages, or dedicated phone numbers to track response rates.
Can I use postcards for B2B marketing?
Absolutely. Postcard marketing for B2B is an impactful way of targeting local businesses with personalized offers, invitations, or case studies.
Final thoughts
Postcard marketing proves that old-school methods can still work, especially when they're well-executed. With eye-catching design, a strong offer, and the right distribution strategy, a simple postcard can bring in real results.
Ready to try it out? Whether you’re targeting new customers or re-engaging existing ones, Oppizi can help you plan and launch an effective postcard campaign through direct mail or EDDM.
Start your postcard campaign with Oppizi today and put your message straight into the hands of your ideal customers.
