How to Send Direct Mail Postcards: The Ultimate Guide

Direct mail postcards are one of the best marketing tools a company can use to reach customers. They're simple, cost-effective, and hard to ignore.

Direct mail postcards provide a tangible way to grab attention and drive engagement. What is the best way to send direct mail postcards and how can you ensure they will be effective?

This guide will walk you through everything you need to know, from designing high-converting postcards to choosing the best mailing methods. Whether you're a business owner, a marketing pro, or an agency looking for a fresh approach, this is your go-to resource.

Why Send Direct Mail Postcards

Postcards stand out because they don’t require opening. Your message is immediately visible. They are highly visible, affordable, and ideal for promoting events, inviting guests, or making special offers.

Their open rate is virtually 100%, and they offer a physical, personal connection that digital marketing often lacks. Well-designed postcards help businesses generate leads, promote sales, and nurture customer relationships

To boost engagement, consider seasonal promotions, exclusive VIP offers, handwritten-style notes, birthday discounts, reactivation campaigns, and appointment reminders. Adding a personal touch increases the likelihood of a response.

How to Run a Postcard Campaign

With a strategic approach, your direct mail postcards can drive engagement and conversions more effectively than many digital marketing efforts. Here are some steps to making that happen:

1. Define Your Campaign Goals

Defining your goals helps shape the messaging and measure success.  It helps you figure out what postcard marketing ideas can work for you.

If you’re in retail, launching a new product or promoting a seasonal offer requires a postcard that focuses on urgency and exclusivity. If your goal is customer retention for your restaurant business, consider a more personalized message with loyalty rewards or special discounts.

Knowing your goal also helps you determine the best call-to-action. For lead generation, a postcard might direct recipients to a landing page where they can sign up for a free consultation.

2. Build and Segment Your Mailing List

A well-targeted mailing list ensures your postcards reach the right target audience. You can use your existing customer database, purchase a mailing list from a reputable provider, or leverage USPS’s Every Door Direct Mail (EDDM) service.

If you already have a customer database, consider segmenting it into categories such as repeat customers, inactive clients, and potential leads. This way, you can send different postcards tailored to each group.

Purchasing a mailing list can be a good option if you're looking to reach new customers. If you choose to work with Mail King USA, you’ll get well-targeted lists based on geography, industry, or customer interests.

EDDM is another alternative, particularly useful for local businesses. This USPS program allows you to send postcards to every home in a chosen geographic area without needing a specific mailing list.

3. Design a High-Converting Postcard

When designing your postcard, remember that less is more. A cluttered design can overwhelm the reader, causing your message to get lost. Stick to one primary message per postcard.

Use contrasting colors to make important elements stand out and ensure that your CTA is prominently displayed. If you’re including a promotional offer, highlight it in bold text so that recipients don’t miss it.

Furthermore, use a bold headline to instantly communicate your message. Choose high-quality visuals that align with your brand and keep the text concise. Include a strong call-to-action (CTA) so recipients know exactly what to do next, such as visiting a website, calling a number, or scanning a QR code.

4. Choose the Right Postcard Size

Postcard size impacts both visibility and postage costs. Here are some typical options:

• Standard sizes include 4" x 6" (affordable and eligible for First-Class postage)
• 5" x 7" or 5.5" x 8.5" (more space for messaging)
• 6" x 9" (eye-catching for promotions)
• 6" x 11" (oversized for maximum impact)

Selecting the right size depends on your budget, campaign needs, and direct mail postcard design.

Larger postcards tend to be more noticeable in a stack of mail, which can help improve response rates. However, they also cost more in printing and postage. If you’re running a high-impact promotional campaign, a larger postcard may be worth the extra investment.

4. Print and Mail Your Postcards with The Right Provider

What’s the best way to send business postcards? Choose a reliable printing and mailing provider like Mail King USA to ensure your postcards look professional and reach recipients on time. Opt for high-quality printing with glossy, matte, or UV-coated paper for durability. Full-color printing enhances visual appeal, while double-sided printing maximizes messaging space. Bulk printing can also help reduce costs without sacrificing quality.

The mailing method you choose impacts both delivery speed and budget.

• First-Class Mail delivers in 1-5 business days and includes address correction, making it ideal for time-sensitive campaigns.
• Standard Mail (Marketing Mail) is a more budget-friendly option but takes 5-21 business days.
• For local campaigns, Every Door Direct Mail (EDDM) postcards allow you to send postcards to every home in a designated area without needing a mailing list, reducing targeting costs.

Direct mail postcard costs vary based on printing, list acquisition, and postage. Printing typically ranges from $0.05 to $0.50 per postcard, while mailing lists cost between $0.03 and $0.20 per contact. Postage expenses fall between $0.30 and $0.60 per piece, bringing the total cost to approximately $0.40 to $1.00 per postcard. Plan accordingly to balance cost-efficiency and delivery speed.

Ready to Send Direct Mail Postcards?

A postcard marketing campaign is an effective way to connect with customers. A well-designed postcard, a targeted mailing list, and a compelling call-to-action can drive real results. Track your campaign performance, refine your approach, and watch your engagement grow.

Need help? We specialize in direct mail marketing that gets opened, read, and acted upon. Learn more about bulk postcard mailing services.