Postcard marketing is quietly making a powerful comeback. And for local businesses who want to stand out in their community, postcards offer something digital can’t: a tangible, personal, and targeted way to grab attention. In this guide, we’ll break down what postcard marketing
Postcard marketing is quietly making a powerful comeback. And for local businesses who want to stand out in their community, postcards offer something digital can’t: a tangible, personal, and targeted way to grab attention.
In this guide, we’ll break down what postcard marketing is, why it works, how local businesses can use it, and how to get started. Whether you’re a café owner, a gym manager, or a service-based business trying to reach more locals, this article will tell you all you need to know about harnessing the power of postcards.
What is postcard marketing?
Postcard marketing is a form of direct mail advertising where businesses send printed postcards through the postal service to promote offers, events, or brand messaging directly to customers’ mailboxes. These cards don’t require envelopes, making them easy to skim and visually impactful. Whether delivered to specific addresses or via Every Door Direct Mail (EDDM), or use direct mail for fundraising, postcards are a simple yet powerful way to engage local audiences.
Why postcards are perfect for local businesses
1. Tangible & memorable
Direct mail boasts high engagement - about 42% of recipients read or scan it daily, giving postcards a strong chance to connect. Many households keep these postcards visible (such as on the fridge or a side table), meaning your message sticks around long after it arrives.
2. Higher response rates
Postcards outperform digital marketing methods. While direct mail achieves around a 4.4% response rate, email only receives about 0.12%.
3. Stand out from digital
With overflowing email inboxes and endless digital ads, postcards stand out. As the most popular direct mail format, postcards are a proven marketing tool, with 66% of US marketers choosing them.
4. Cost-efficient production & delivery
Postcard printing offers a cost-effective alternative to large letters, due to them being smaller and more simple. The lack of envelope also makes postcards a more environmentally friendly choice by reducing paper consumption. Utilizing bulk mailing options, especially via EDDM, can also decrease overall costs.
How local businesses can use postcards
Promotions & coupons
Businesses can send seasonal offers, discounts, or loyalty bonuses. For example, a restaurant could send a 20% off coupon for their new summer menu.
Event announcements
With their compact size, postcards are apt for promoting grand openings, seasonal events, and classes. A new local fitness centre could announce their grand opening using a postcard, and could also include a QR code with a 25% discount when a customer signs up to their first class.
New product or service launches
Let locals know you're expanding your offerings or services with a simple and effective postcard. For example, a specialty coffee shop could announce that they’ve now introduced a new matcha range.
Reminders & customer retention
Postcards are ideal for appointment reminders (e.g., salons or vets) and re-engagement ("we miss you") campaigns. A dog groomers could target their current customers with reminders to have their dog groomed before summer.
Store reopenings & announcements
Post-renovation reopenings or new ownership deserve something tangible to gain attention. A hair salon could send out a postcard showcasing their new look and inviting clients to their grand reopening.
Cross-promotions/collabs
Partner with neighboring businesses and send co-branded postcards for mutual exposure. For example, a gym could collaborate with a smoothie bar, or a bookshop with a cafe.
Branding & community presence
Struggling to find ways to get your name out in your community? Postcards are a memorable and tangible option. Target homes within your service area or leave them in areas where your target audience are most likely to see them.
Tips for designing effective postcards
A well-designed postcard can be the difference between getting tossed and getting noticed. To make sure your message hits home and drives action, focus on design elements that grab attention, build trust, and guide recipients toward your goal.
Here are some tips to create postcards that work:
- Use bold colors and visuals. These should align with your branding to increase brand recall and to make your postcard stand out.
- Include an eye-catching headline. A clear value proposition grabs attention and immediately tells the receiver what your postcard is about.
- Add a call-to-action (CTA). Make sure the receiver knows exactly what to do next and what will happen. For example, scanning a QR code to see your new menu, or bringing the postcard to your store for a discount.
- Use testimonials. Including social proof makes your brand appear most trustworthy.
- Personalize. Simply including a customer’s name can increase engagement. In fact, adding a first name to a direct mail piece can increase response rates by up to 135%.
How to integrate postcards into your marketing strategy
Postcards work brilliantly on their own, but they become even more powerful when used alongside other digital and offline marketing efforts. By weaving postcards into a multi-channel strategy, you can boost visibility, increase engagement, and reinforce your message at every touchpoint. Here are a few smart ways to integrate postcard marketing into your overall approach:
- Email + postcard combo: Following up an email with a postcard can make your brand more memorable and significantly increase engagement rates.
- Social media teasers: Build anticipation online, then drop a postcard to reinforce the message offline.
- Use QR codes to drive digital experiences: Add a QR code on your postcard that links to a landing page, special offer, online booking system, or a video message. This bridges the gap between offline and online and makes tracking easier too.
- Retargeting based on postcard recipients: If you're using a mailing list, you can retarget postcard recipients with digital ads on social media or Google. This reinforces your message across channels and keeps your brand at the forefront of your mind.
- Segment & test: A/B test messaging, size, visuals, and CTAs to track what generates the best results and then adapt future campaigns accordingly.
Frequently asked questions
How much does a postcard campaign cost?
The cost of a postcard campaign typically ranges from $0.40 to $0.70 per piece, depending on design, print volume, size, and mailing method.
How do I target the right audience with postcard marketing?
You can target the right audience by using postal data, customer addresses, neighborhood insights, or curated mailing lists. EDDM also allows you to select postal routes based on location and demographics like age, income, or household size.
If you work with a partner like Oppizi, you’ll gain access to this kind of audience data, along with expert support to help you pinpoint the most effective distribution areas for your campaign.
How often should I send postcards?
Monthly or quarterly postcards help ensure your brand remains visible. However, you might send them more frequently during key periods like holidays or seasonal promos.
Can I track postcard marketing results?
Yes! You can track performance by using unique discount codes, QR codes, personalized URLs, or campaign-specific phone numbers. These tools help you measure response rates and ROI accurately.
Platforms like Oppizi allow you to access built-in tracking options and performance reporting, so you know exactly what’s working and where to optimize.
Conclusion
Postcard marketing offers businesses a high‑impact, cost-efficient way to connect with their local community. With higher response rates, better brand recall, and a variety of uses (from promotions and events to retention), it’s a powerful tactic to include in any marketing strategy.
Want to see tangible results that digital ads alone often struggle to deliver? Launch a postcard campaign with Oppizi via direct mail or EDDM, and get your message into the hands that matter. Whether you’re targeting by ZIP code, demographics, or existing customer lists, we’ll help you do it smarter.
Ready to get started? Set up an offline marketing campaign with Oppizi today!
