It’s no secret that our inboxes are overflowing and that banner blindness is real. Something as simple and tangible as a postcard can feel like a breath of fresh air. Postcard marketing is more than a charming old-school throwback; it's a proven tactic for grabbing attention, delivering personalized messages, and driving action to your business.
We’ll explore what postcard marketing is, why it still works wonders in 2025, and how your business, whether a local shop, nonprofit, or national brand, can create campaigns that convert. From compelling postcard marketing examples to actionable campaign tips, we’re here to help you make the most of your marketing dollars.
Why Postcard Marketing Still Works in a Digital Age
Is postcard marketing effective in 2025? Absolutely, and here’s why.
While digital marketing has its strengths, consumers are overwhelmed. The average person receives hundreds of emails daily but only a handful of physical mail pieces. That means your postcard can stand out immediately.
Consider these stats:
Email open rates average around 20%, but direct mail boasts an astonishing 90% open rate.
As reported by Forbes, the Direct Marketing Association found that direct mail generates a 4.4% response rate compared to just 0.12% for email.
Psychological edge:
Touching a physical postcard engages more senses than viewing a digital ad. Studies show that tangible media is more memorable, evokes stronger emotions, and builds trust. There’s also a novelty factor; postcards feel more personal, less intrusive, and more thoughtful.
For businesses fighting digital fatigue, postcard marketing offers a creative, human-centered way to reconnect with customers and prospects.
What Is Postcard Marketing?
Postcard marketing is the strategic use of printed postcards to promote products, services, events, or brand awareness.
It fits within a direct mail strategy, where businesses send tangible messages directly to consumers’ mailboxes, no screens involved.
Postcard marketing is accessible to all businesses, even those without mailing lists. In this case, you’d just choose Every Door Direct Mail® (EDDM®), a USPS service that delivers your postcards to every address in a chosen area, no list needed.
There are a wide variety of postcard sizes available too. Some of the most common are:
- Standard (4” x 6”) – Great for short, punchy messages.
- Jumbo (6” x 11”) – Ideal when you want more space or a bigger visual impact.
- Folded postcards – Offer more real estate for storytelling or multiple offers.
Each postcard type suits a different purpose, from quick updates to in-depth promotions. Choosing the right format can boost response rates and ROI. If you’re unsure, our team is here to take your call and help you get started.
Direct Mail Postcards vs. Other Formats
Let’s compare postcards to other traditional direct mail formats, such as brochures, catalogs, and letters.
| Feature |
Postcards |
Brochures |
Letters |
| Visibility |
High – no envelope |
Medium |
Low – must be opened |
| Cost |
Low |
Medium |
Medium-High |
| Design Time |
Fast |
Moderate |
Moderate |
| Impact |
Immediate |
Informative |
Formal |
| Best Use |
Promos, reminders, brand awareness |
Education, product detail |
Personal communication |
Postcards strike the perfect balance: affordable, eye-catching, and fast to produce.
Benefits of Using Postcards in Your Direct Mail Strategy
Don’t let the charm fool you, postcard marketing is a smart, results-driven tactic. Here are some of the key benefits to consider.
- High ROI: Direct mail postcards generate an average ROI of 29%, rivaling some digital channels.
- Easy Targeting: Use mailing lists or choose Every Door Direct Mail® to reach the right audience by zip code or carrier route.
- Customization: Tailor your message with names, offers, images, even maps!
- Cost-Effective: Print and mail for pennies per piece, especially at volume.
- Fast: From design to mailbox, campaigns can launch in days, not weeks.
Why Postcard Campaigns Work for Local Businesses
If you run a local shop, service, or event, postcard marketing is a dream tool.
Hyper-Local Targeting
Zero in on neighborhoods, radius zones, or even customer addresses.
Events & Openings
Promote your next launch, market day, or grand opening with eye-catching reminders.
Personal Touch
Add first names, custom discounts, and even driving directions to your location.
Real-World Postcard Marketing Examples
Looking for inspiration? These real-life postcard marketing campaigns prove the format's flexibility across industries.
1. Real Estate
Real estate agents use "Just Listed" and "Open House" postcards to target nearby homeowners. Bold imagery and local appeal generate leads and seller inquiries.
2. Retail
A boutique offers 20% off to locals via a glossy, oversized postcard. QR codes drive recipients to an online lookbook.
3. Healthcare
A dentist sends bi-annual checkup reminders on branded postcards with appointment scheduling info and friendly imagery.
4. Nonprofits
A local food bank mails donation appeals before the holidays, featuring real stories and impact statistics with a tear-off giving form.
Postcard Marketing Ideas to Spark Your Next Campaign
Not sure what to promote? Try these clever and proven postcard marketing ideas:
Holiday Promotions
Send festive greetings paired with exclusive seasonal discounts.
Flash Sales & Loyalty Rewards
Announce short-term offers or thank VIP customers with special deals.
Customer Win-Back Campaigns
Reach out to lapsed customers with a “We Miss You!” message and offer.
Birthday & Anniversary Greetings
Celebrate milestones with heartfelt notes and a gift incentive.
Interactive Touchpoints
Add QR codes or URLs that lead to personalized landing pages or videos.
Design Tips to Maximize Postcard Impact
Design isn’t just about pretty pictures; it’s about conversion.
Here’s what works to catch attention with postcard advertising:
- Bold Headlines: Grab attention in under 3 seconds.
- Clean Layouts: Don’t overload your postcard with text; let visuals speak.
- Color Psychology: Use hues that evoke your desired emotion and align with your brand.
- Concise Copy: Focus on one clear message and CTA (e.g., “Book Now,” “Visit Today”).
- USPS-Friendly Layout: Leave space for the address, barcode, and postage. Always include a proper mailing panel.
How to Run a Successful Postcard Marketing Campaign
Launching a postcard campaign is easier than you think, especially with the right partner.
Step-by-Step Guide
- Define Your Goal - Are you driving visits, sales, or awareness?
- Know Your Audience - Use a mailing list or EDDM® to reach your ideal customers.
- Craft a Compelling Message - Focus on one CTA and keep it simple.
- Design Your Postcard - Use a professional template or work with a designer.
- Print & Mail - Choose high-quality postcard printing and mailing services.
- Track Performance - Use offer codes, custom URLs, or QR codes to measure success.
Pro Tip: Send follow-ups! A second postcard could boost response by up to 50%.
Why Excel Printing & Mailing is Your Partner for Direct Mail Success
At Excel Printing & Mailing, we make postcard marketing painless and powerful.
Whether you need 500 postcards or 50,000, we handle everything: design, print, targeting, mailing, and tracking.
Our team understands the nuances of direct mail, from EDDM® regulations to campaign timing, and we help businesses of all sizes reach local or national audiences efficiently and affordably.
Contact us to work with a local team with national reach, and benefit from over 20 years of experience, even when sending your first campaign.
Get Started with Postcard Marketing Today
Postcard marketing is a smart, budget-friendly way to cut through the noise and deliver meaningful messages that stick (sometimes for weeks or months at a time on your customer’s fridge!) It’s easy to get started, easy to track, and effective across industries.
Whether you’re a local business, a nonprofit, or a marketing manager ready to try something new, now’s the time to make your ideas tangible.
Request a quote today and bring your next postcard campaign to life.
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FAQs
Is postcard marketing effective for small businesses?
Yes! It offers geographic targeting, affordability, and high engagement rates, making it ideal for small business outreach.
How much does a postcard marketing campaign cost?
Costs vary by volume, size, and mailing method. Expect $0.30–$1.00 per card, including print and postage.
What industries benefit most from direct mail postcards?
Postcards work well for real estate, healthcare, retail, education, nonprofits, and local service providers.
Can I track postcard marketing campaign success?
Absolutely. Use QR codes, custom URLs, or offer codes to measure response and ROI.