Is it Cheaper to Mail Postcards or Letters?

When planning a direct mail campaign, one of the most common questions businesses ask is:

Is it cheaper to mail postcards or letters?

The short answer is that ---- postcards are typically cheaper than letters. However, the full answer depends on your goals, audience, and campaign strategy.

In this guide, we will break down USPS postage differences, printing and production costs, total campaign cost comparisons, response rates, ROI considerations, and when letters may be worth the extra investment.

If you are evaluating options for your next campaign, this guide will help you make a smart financial decision.

Understanding the Cost Components of Direct Mail

Before comparing formats, it helps to understand what goes into a direct mail campaign.

Most campaigns include: design, printing, paper stock, folding and inserting if applicable, envelopes if applicable, addressing and processing, postage, and mailing list acquisition.

When comparing postcards versus letters, the biggest cost differences usually come from envelope and insertion labor, paper weight, the number of inserts, and related production complexity.

USPS Postage: Not The Biggest Cost Difference You Might Expect

All commercial bulk mail campaigns use USPS Marketing Mail through the United States Postal Service.

Bulk rate postage costs are actually the exact same for a postcard and a letter if they meet certain criteria. The difference in postage costs are, more than anything, tied to the size a mail piece, and the density of the list distribution, not the format. 

Postage Examples For Letters and Postcards

• "Letter Class" Saturation Postage: if you are mailing to an entire neighborhood, or carrier route, then you will get the lowest rate on postage, whether you are mailing a 6x9 postcard or a letter in a #10 envelope. It is the same, currently at about 25 cents each.
• "Letter Class" Mixed Standard Mail Postage: If you are have at least 200 mail pieces going to an AADC regional facility then you will get the exact same postage. Currently at about 44 cents each.
• Flat Rate Postage: If you are mailing an oversized 8.5x11 postcard, or an oversized letter in a 9x12 envelope, then the postage will be exactly the same. Again, the precise postage in this case will depend more on the mailing list then the format. Flat rate postage is for oversize mail and is more expensive then "letter class" rate postage.

If you are planning a high-volume campaign, you can explore bulk postcard mailing services and find out how to save the most on your postage.

Printing and Production Costs

Postcards are simpler to produce.

A postcard requires one sheet of cardstock printed front and back. There is no folding, no inserting, and no envelope. Because of that simplicity, printing costs can be much cheaper per piece depending on size, paper stock, finish, and especially the quantity.

Letters are more complex.

A typical letter campaign requires a letter sheet, possibly multiple sheets, an envelope, folding, inserting, and sealing, addressing with potential variable matching to inside content, and then mailing services. That additional labor and material increases printing and production costs.

More components mean more labor and more cost.

Total Cost for 5,000 Pieces Postcards Vs Letters

If you mail 5,000 6x9 postcards to a targeted mailing list, you might pay around 40 cents for printing, cutting, addressing, and mailing services, and 45 cents for postage. That brings your total cost to about 85 cents per piece, or 4,250 dollars total.

If you mail 5,000 8.5x11 double sided color letters, with variable content, and mailed in a #10 envelope that has no window, and has a real stamp on the outside, and mail to the same new mover list, you might pay around 55 cents for printing and the same 45 cents for postage. That brings your total cost to about $1.00 per piece, or 5,000 dollars total.

In this example, postcards cost roughly 15 percent less than letters.

That difference can allow you to mail more frequently, expand your reach, or improve your return on investment.

Why Postcards Are Cheaper

Postcards eliminate the need for envelopes and insertion labor. They are also simpler to process operationally.

Because of that efficiency, postcards are commonly used for retail promotions, restaurant marketing, real estate mailers, roofing and HVAC mailing campaigns, and Every Door Direct Mail campaigns.

Response Rates: Does Cheaper Mean Less Effective?

Cost alone does not determine value. Return on investment matters more.

Industry averages show that postcards typically generate response rates between 3 percent and 6 percent. Letters usually generate response rates between 3 percent and 5 percent.

Surprisingly, postcards often perform just as well as letters. In some cases, they perform better.

Postcards work because the message is immediately visible. There is no envelope barrier. The offer is seen instantly. For simple promotions, postcards can be extremely effective.

When Letters May Be Worth the Extra Cost

There are situations where letters justify the additional expense.

Letters are often stronger when you are targeting high-income prospects, marketing financial or legal services, presenting complex offers, or including multiple inserts.

Industries such as wealth management, insurance, healthcare enrollment, and certain B2B services sometimes benefit from the more personal and detailed nature of letters.

In those cases, the additional cost per piece may be worthwhile.

EDDM and Cost Efficiency

If your goal is maximum reach at the lowest possible cost, Every Door Direct Mail is typically a postcard-only strategy. However, EDDM postcard mailings require you to mail a flat size postcard which can drive up the cost of your campaign. It is often cheaper to mail these simply as saturation mailings and get a carrier route list.

Design Considerations

Postcards are best when your message is bold, visual, and simple. They work well with strong headlines, large graphics, and a clear call to action.

Letters are better suited for story-driven copy, detailed explanations, and more personal messaging.

If your offer can be understood in ten seconds, a postcard is often the better choice. If it requires detailed persuasion, a letter may perform better.

Long-Term Strategy

Here is a strategic consideration many businesses overlook. Instead of mailing 5,000 letters one time, you could mail 5,000 postcards twice to the same audience.

Repetition often improves response more than format. Because postcards are less expensive, they allow you to test offers, adjust messaging, and scale faster.

Another option, if you are debating between postcards and letters is to do some A/B testing and just mail both. Try one and then the other and measure the responses against each other. See which performs best and go with it!

Mailing Lists and Targeting

Whether you choose postcards or letters, targeting matters. A highly targeted list can dramatically improve results. The U.S. Small Business Administration Marketing Guidance notes that traditional marketing channels like direct mail remain effective tools for customer acquisition when properly targeted.

Work with a reputable direct mail company like Mail King USA and explore endless options for your targeted mailing lists like radius mailing lists, zip code mailing, new movers, age, income, net worth, investors, presence of kids, home owners, presence of pools, auto data, interests, hobbies, and hundreds more options.

Final Answer: Are Postcards Cheaper?

Yes. In most commercial postcard mass mail campaigns, postcards cost 15-25 percent less than letters. Postcards having less complexity, are easier to streamline and reduce costs. However, some letter campaigns like snap pack mailings, provide the same streamlined benefits and reduced costs, but in a letter format.

Frequently Asked Questions

Is it always cheaper to mail postcards instead of letters?

In most cases, yes. Postcards eliminate envelope and insertion costs, which reduces production and postage expenses. The one exception to this is the snap pack letter mailers.

What is the cheapest way to send bulk mail?

USPS Marketing Mail postcards or EDDM campaigns are typically the lowest-cost options.

Do letters get better response rates than postcards?

Not necessarily. Response rates are often similar. Letters may perform better for complex or high-ticket offers.

How much does it cost to mail 5,000 postcards?

Most campaigns range between 3,000 4,000 dollars depending on size, stock, and targeting.

Can postcards look unprofessional?

No. Modern full-color postcards often look premium and eye-catching. Importantly, do not go cheap on your design services or it will impact response.

When should I choose letters over postcards?

Choose letters when your offer requires detailed explanation, contracts, or high personalization. Financial, insurance, or legal industries should usually go with a letter.

Are postcards effective for B2B marketing?

Yes. Many B2B campaigns use oversized postcards to stand out in business mail.

What size postcard is most effective?

Six by nine and six by eleven postcards balance cost and visibility well.

Is Every Door Direct Mail cheaper than targeted mailing?

Yes! EDDM eliminates list costs but may reduce targeting precision. It is often cheaper overall due to the reduced postage. ROI may be lower though.