Direct Mail Postcards How-to Guide
Everything you need to know to get direct mail postcards done: How to do it, what it costs, ways to improve response rates, how to save money, and the fastest ways to get direct mail postcards created, printed and mailed.
Here's an example of an effective direct mail postcard.
Direct Mail Postcards
- The minimum size of a postcard you can send in the U.S. mail is 3.5" x 5" and the maximum size is 4.25" x 6" (to qualify for postcard rates).
- Postcards usually come in three standard sizes: 4" x 6" (standard size), 5" x 7", and 5 1/2" x 8 1/2".
- They can be printed in color on both sides or just on one side. Or printed in black and white.
- You must adhere to the U.S. Postal Service requirements for size. See that information below.
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You also need to decide if you will be sending the postcards first class or using bulk mail (the post office now calls this "standard mail"). How Bulk Mail Works
- Since postcards are inexpensive and direct mail works based on frequency, you may want to consider a mailing campaign where you send the same postcard to people several times or choose different postcards to send. Or, use a postcard and then a letter and then a catalog.
- See the box on the right hand column for tips in creating and printing direct mail postcards. And read the advice shared by the community about what they've found works and doesn't work.
- Direct Mail Ideas and Examples
The fastest way to create and send direct mail postcards
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Use an online printer that specializes in direct mail postcards
- Many offer everything you need – you can buy a list, choose a template and write the text for your postcard online and then they’ll print and mail.
- Look for an online printer that will allow you to upload your logo and graphics.
- Many online printing companies offer templates you can use that have been professionally designed. They have templates for different industries and types of business. These won't match your other marketing but may be "good enough."
- If you want your direct mail postcards to coordinate with your other marketing materials in look and feel, you'll need to upload your own design to the online printer and they can handle the rest of the process.
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Top Direct Mail Postcard Suppliers and Costs
- We've done the work to collect the prices and review the top printing suppliers to save you time and money.
The least expensive way to create and send postcards
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Create the postcards using a template and print them on your office printer
- Send them out in batches each day or week. This helps with customer service because you won’t be sending all the direct mail out at once so will be able to respond more efficiently.
- You'll need to use heavier than normal paper to print the direct mail postcards that meets the U.S. Postal Service requirements for direct mail postcards. You'll want to check if your printer can handle this heavier paper.
- If you have an inkjet printer, it may not be the best choice for printing direct mail postcards because the ink may smear if it gets wet. Laser printers work well for this.
- Another option is to have a large quantity of postcards printed in color on one side by a commercial or online printer. Then you can run them through your office printer with the relevant information on the backside.
- Printing direct mail postcards takes time and some "trial and error" to figure out how to do this with your template and printer. It may be worthwhile if you are sending out postcards to remind patients about appointments or if you have just a few postcards you want to send and your office staff is up for this job.
- How to print on your office printer
- Can you use email instead of printing and mailing?
How to create and send direct mail postcards
1. How to get a direct mail list
- Your existing customers will generally have the highest response rates, so if you've been maintaining your own customer list (called a "house list" in the direct mail industry), you'll want to start with that. Your response rates will be higher if you personalize the direct mail postcards in some way to your customers so they don't think you are sending a "generic" letter to everyone. You may want to create a version of your postcard mailing with different copy for both your customers and prospects.
- Need to buy a direct mail list?
- Need to set up a customer database?
- Want to enhance the customer data you have?
2. How to choose what size postcard to send
- The minimum size of a postcard you can send in the US mail is 3.5" x 5" and the maximum size is 4.25" x 6".
- You can create larger postcards if you want more room for your message, photos or graphics. You simply have to pay more postage. For larger custom sizes for postcards be sure to talk to your printer first to determine the most efficient size for printing.
- Double postcards include a tear off portion with a return postcard.
Next page: determining your offer, getting your postcards printed
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Tips to increase response rates:
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Address the mailer using the person's name.
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Use at least 10 point text. Anything smaller is too hard to read.
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A sans-serif font (Arial, Tahoma, Verdana) works best for smaller type size.
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Neon-bright paper and photo-postcards attract attention.
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Motivate readers to get more information by visiting your web site, calling or coming in. Or invite them to an event using a postcard.
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Add graphics and photos.
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Highlight "See more options at our website" and include that address.
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Make the offer available for a limited time.
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Include your phone number, website URL, and/or store/office address are in large print and easy to find.
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Keep the copy short and easy to scan.
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