A direct mail strategy using postcards — uncovered, single-piece mailers — to reach customers and prospects.
Definition
Postcard marketing is a direct mail strategy that uses postcards instead of letters, brochures, or catalogs. Standard sizes are 4x6, 6x9, and 6x11 inches. Because postcards have no envelope, the message is visible the moment the card comes out of the mailbox, which produces the highest read rate of any direct mail format.
Why it matters
For small service businesses, postcards are the most cost-effective direct mail format. They print cheaply, qualify for lower postage rates than letters in many cases, and don't require the recipient to open anything. Postcards are ideal for offers, recall campaigns, grand openings, and seasonal promotions where the message is short and visual.
Example
A med spa runs a Mother's Day postcard campaign — 6x9 cards mailed to 2,000 past clients with a $50 gift card offer. At a 4% response rate, 80 clients book treatments averaging $250 each: $20,000 in revenue against roughly $1,580 in printing and postage.
Related terms
- Direct Mail — Promotional or transactional mail sent through the postal service to a targeted list of...
- Recall Postcard — A postcard sent to existing customers or patients who are overdue for a routine appoint...
- Multi-Wave Campaign — A coordinated direct mail sequence that sends multiple postcards (waves) spaced over se...
- Seasonal Campaign — A direct mail campaign timed around a season, holiday, or recurring date that creates n...
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