Postcard campaigns in direct mail

How to Create a Cost-effective Postcard Campaign: 5 Steps to Follow

How to create a cost-effective postcard campaign via direct mail

Unlock the secret weapon of marketing that many brands overlook: the humble postcard. This tried-and-true method packs a punch, delivering your message directly into the hands of your audience without breaking the bank.

You might be thinking, “But isn’t sending out postcards expensive?” Not necessarily! A well-planned and targeted campaign can create a compelling and cost-efficient marketing strategy. Here’s how:

Define your target audience

Before designing and printing postcards, it is essential to define your target audience. Who are you trying to reach? What are their interests, behaviors, and demographics? By understanding your audience, you can tailor your message and design to resonate with them and increase the chances of a positive response. Focusing more on targeted outreach improves brand awareness within the audience segments you want to do business with.

Craft a compelling message

Postcards have limited space, so make every word count. Your message should be concise yet powerful enough to capture attention and encourage action. Consider using persuasive language or a call to action to entice recipients to take the next step, whether visiting your website, redeeming a special offer, or attending an event.

Design eye-catching visuals

Designs are meant to be visually appealing and grab attention quickly. Use high-quality images that represent your brand and resonate with your target audience. Keep the design clean and simple, avoiding cluttered or confusing layouts. And remember to include your brand’s logo and colors to create a cohesive experience. For brands looking to maximize the impact of a hybrid print and digital marketing strategy, consider using a QR code or social media icons on your design.

Check out these examples of postcard advertisements.

Utilize targeted mailing lists

Sending postcards to random addresses can be a waste of money and resources. Instead, use targeted mailing lists based on factors such as geographic location, interests, income level, or previous interactions with your brand. This will ensure that your marketing materials reach the right people and increase the chances of a positive response.

Track and analyze results

As with any marketing initiative, it’s crucial to track and analyze the results of your campaign. Consider using unique promo codes or drive recipients to visit a specific landing page you’ve created to track conversions and measure the success of your campaign. This data can help inform future campaigns and improve your overall marketing strategy.

Thinking about launching a postcard campaign?

Go for It!

Don’t underestimate the power of print marketing, especially when coupled with a well-executed digital strategy. With its affordable cost, high open and response rates, and creative potential, direct mail is an excellent option for businesses looking to expand their reach and connect with their target audience in a tangible way. So why not give it a try? 

Start brainstorming your postcard campaign today and watch your brand’s engagement and conversions soar. 


How much does a postcard campaign cost?

The cost can vary depending on factors such as the size, quantity, and design complexity of the postcards. However, with targeted mailing lists and strategic planning, you can keep costs low while still achieving effective results.

Can I track the success of my postcard campaign?

Yes, you can track the success of your postcard campaign by using unique promo codes or directing recipients to a specific landing page. This data can help inform future campaigns and improve your overall marketing strategy.

How do I create an effective message on my postcards?

When crafting your message for postcards, keep it concise and use persuasive language or a call to action to encourage action. Consider the interests and demographics of your target audience to ensure your message resonates with them. Remember, less is more when it comes to postcard messaging — make every word count!