What Is a Printed Direct Mail Postcard?

A printed direct mail postcard is one of the simplest—and most effective—formats in direct mail marketing. It’s a flat, two-sided piece of mail that lets your business deliver a message right to someone’s door without the need for an envelope.
On one side, you’ll typically find your brand visuals, a product image, or a bold call to action. On the other, you’ll see the address, postage, and the actual message you want your targeted audience to read.
The beauty of direct mail postcards is their immediacy. There’s no barrier to entry—your recipient doesn’t have to open anything. That means they see your design, offer, and contact info the moment they check their mailbox. It’s direct, visible, and fast.
Whether you’re promoting a limited-time offer, announcing a sale, or introducing your company to new customers, postcards offer a direct, affordable way to make a memorable first impression.

Anatomy of a Direct Mail Postcard

A well-designed direct mail postcard isn’t just a piece of paper—it’s a compact, high-impact marketing tool. Every inch of space plays a role in getting your message across and prompting action.

The Design Side

This is the visual hook—the front of the postcard that your customers will see first. It typically includes:

• Your brand logo or headline
• A striking image or product photo
• A clear call to action (CTA) like “Scan to save” or “Visit us today”

You can also include a QR code, a promotional link, or a social media icon (like Facebook) to connect offline and online channels. With LettrLabs, you can even customize this side using free templates or upload your own design file.

The Message Side

The back of the postcard contains the address, stamp, and your core offer or message. It's also where your contact details go—phone, email, or a campaign-specific landing page.

This is also where LettrLabs enables variable printing, so you can personalize your message using merge fields (like first names or product categories), or swap out images based on the recipient’s segment—turning each postcard into a targeted, one-to-one communication.

Common Postcard Sizes and Formats

Direct mail postcards come in a range of sizes—each with its own advantages when it comes to cost, visual impact, and postage. Choosing the right postcard layout depends on your marketing goals, budget, and the amount of space you need to deliver your message.

Here are the most popular postcard sizes used by small businesses and marketers:

4" x 6"

• Pros: Lowest postage cost, easy to design, perfect for quick messages
• Cons: Limited space for photos, offers, or multiple CTAs
• Best for: Thank-you notes, quick promos, appointment reminders

5" x 7"

• Pros: Slightly more room for branding and design, still affordable to mail
• Cons: Slightly higher printing cost than 4x6
• Best for: Product spotlights, new customer offers

6" x 9"

• Pros: Larger visual presence, more room for images and detailed content
• Cons: Higher postage; must meet USPS sizing guidelines
• Best for: Multi-offer campaigns, retail promotions

6" x 11"

• Pros: Maximum visual impact in the mailbox, ideal for door direct mail and eddm mailings
• Cons: Premium printing and mailing cost
• Best for: High-value campaigns, neighborhood-wide outreach, house lists

When in doubt, test multiple formats. A slightly larger size can often deliver higher engagement—especially when combined with a strong call to action and personalized design.

Postcard Design Tips: How to Create an Effective Direct Mail Piece

The best direct mail postcards don’t just look good—they’re built to convert. A strong postcard layout combines smart branding, intentional image use, and a clear visual path that leads your targeted audience straight to your call to action.

Keep Branding Clear and Clean

Your brand should be instantly recognizable but never overwhelming. Use your logo, color palette, and fonts consistently across both sides of the postcard. Let the design reflect your tone—whether it's polished and professional or warm and personal.

Layout Matters

Every inch of the postcard should guide the reader toward action. That means:

• Keep your message short and scannable
• Leave enough white space for clarity
• Group related elements (like headline + image + CTA)

Use a grid-based layout if you’re using templates—it helps maintain balance and flow.

Visuals That Work

High-quality photos or product images help your card stand out in a stack of mail. Avoid overused stock visuals—whenever possible, show real people, products, or places that reflect your company.

QR Code, CTA, and Logo Placement

• Logo: Top-left or bottom-right corner of the design side—small but visible
• QR Code: Bottom-right works best—easy to scan without clutter
• Call to Action: Bold, clear, and ideally placed near the QR code or in the message body (e.g., “Scan to save 10%” or “Visit to book your service”)

Want to skip the layout headaches? LettrLabs offers free postcard templates and full design services to help you create postcards that look professional and perform well—no design background needed.

Direct Mail Copywriting Tips

A well-designed postcard draws attention—but it’s the copy that drives results. Whether you're trying to promote, inform, or convert, the way you write your message is key to turning a glance into action.

Keep It Short and Actionable

Space is limited, so every word has to count. Lead with the benefit, not the background. Skip long intros and focus on what your customers get.

Instead of:
"We’re excited to share our new service offering…”

Try:
"Get 20% off local roof repair—this week only."

Bold, benefit-driven language gives readers a reason to act now.

Match the Tone to Your Audience

Your tone should reflect both your brand and your targeted audience. A financial advisor might lean formal and reassuring; a boutique bakery might sound friendly and casual.

LettrLabs allows you to personalize each card with merge fields, so your postcard might start with:
"Hi Sarah—thanks for your recent visit."

It instantly feels more personal and relevant.

Clear CTA, Visible Placement

Your call to action (CTA) is the most important part of the message. Make sure it's:

• Specific (“Scan to claim your discount”)
• Urgent (“Offer ends Friday”)
• Visible (either bolded in the message or placed alongside a QR code or button-style design element)

Don’t bury it—this is what turns your direct mail into sales.

Personalization Options for Printed Postcards

Even with printed direct mail postcards, you don’t have to sacrifice personalization. With the right tools, your company can create campaigns that feel one-to-one—even when you’re mailing to thousands.

Use Merge Fields to Personalize Names, Locations, and Offers

A simple merge field can turn a generic message into a personal one:

Hi Julia—your local branch is now offering free consultations.

You can dynamically insert the recipient’s first name, city, product category, or even a custom URL. This small touch increases engagement and makes your postcard feel less like an ad, more like a message written just for them.

Add Variable Images for Higher Relevance

Beyond names and text, LettrLabs supports variable image printing. That means you can:

• Show different products based on customer segments
• Swap out visuals depending on industry or location
• Promote different offers to different audiences on the same campaign

This gives your team more flexibility without needing to create separate designs for every version.

Powered by LettrLabs Automation

With LettrLabs, personalization is built-in and automated. You can:

• Upload a list with customer data
• Use merge tags for names, offers, links, and more
• Swap in image variables for custom visuals
• Trigger postcards via Shopify, Klaviyo, or Zapier when an event happens—like a new customer order or a product viewed but not purchased

Even if you’re sending millions of cards, each one can feel like it was made from scratch—without slowing down your workflow.

Best Postcard Campaigns to Win New Customers and Drive Retention

Direct mail postcards are incredibly versatile—and when designed well, they fit seamlessly into nearly every stage of your marketing funnel. Whether you're trying to drive sales, retain customers, or reach a new neighborhood, postcards help you do it with clarity and speed.

Here are some of the top-performing campaign types for small businesses and larger brands alike:

✔️ Sales & Promotions

Announce limited-time offers, product discounts, or special bundles with a bold postcard that lands directly in your customer’s mailbox.

✔️ Loyalty & Thank-You Campaigns

Send personalized thank-yous after a purchase or milestone—keeping your customers engaged and increasing retention.

✔️ Product Announcements

Launching something new? Promote it with a visually striking postcard that includes a QR code or CTA that leads to more details.

✔️ Abandoned Cart Recovery

Remind customers what they left behind—especially if they reached the order confirmation screen but didn’t complete checkout. A personalized postcard often outperforms another email.

✔️ Local Events & Seasonal Offers

Target your neighborhood with holiday promotions, in-store events, or pop-ups. Bonus: EDDM mailings make it easy to cover entire zip codes without a list.

With low postage rates and high visibility, postcards remain one of the most efficient ways to promote your message and drive measurable results.

Targeting Strategies: From Mailing Lists to Door Direct Mail

Great postcard design means nothing if it lands in the wrong hands. The success of your direct mail marketing campaign depends on how well you target the right audience—and how effectively you reach them.

Build or Buy the Right Mailing List

You have a few options when it comes to sourcing addresses:

• Use your own customer list (ideal for loyalty, reactivation, or upsell campaigns)
• Purchase a vetted list based on demographics, location, or interests
• Work with a provider like LettrLabs to build a custom list around your campaign goals

You can upload your list directly, or LettrLabs can help you create one from scratch.

Targeted Mailing vs. EDDM

There are two core ways to send direct mail postcards:

• Targeted mailing: Reach specific people at specific addresses—best for campaigns that rely on behavioral data, past purchases, or personalization
• Every Door Direct Mail (EDDM): Blanket entire neighborhoods or zip codes without needing a list. Ideal for local promotions, store openings, or real estate

Both options can drive strong results—EDDM offers scale and speed, while targeted mailing enables more personalized messaging and better ROI when used with segmentation.

Segment to Maximize Results

Even a basic list can perform better when segmented. Consider breaking your audience down by:

• Location or store proximity
• Past purchase behavior
• Industry or product category
• Lifecycle stage (new vs. returning customers)

This allows you to send more relevant postcards, use variable content, and track which segments perform best—so you can improve over time.

Postcard Printing, Mailing, and Fulfillment Options

Once your postcard design is ready and your audience is defined, the next step is making sure your mail gets out—quickly, accurately, and cost-effectively. Choosing the right postcard printing and mailing service is key to getting it right.

What to Look For in a Provider

Not all printing services are created equal. Here’s what to prioritize:

• Print quality: Sharp images, durable cardstock, clean edges
• Speed: Fast turnaround time from design approval to delivery
• Low minimums: Essential for small businesses or A/B testing campaigns
• Pricing transparency: Clear cost breakdown for printing, postage, and any extras
• Design support: Some providers (like LettrLabs) offer free templates or full design services if you’re not starting with a file

Postage Options: First-Class vs. Standard

• First-Class Mail: Faster delivery (usually 1–5 days), includes return-to-sender for undeliverables. Best for time-sensitive campaigns or order confirmation follow-ups.
• Standard Mail: More affordable for large campaigns, slightly slower (5–10 days). Great for promotions, seasonal offers, or neighborhood saturation via EDDM mailings.

LettrLabs handles both—and helps you choose based on timeline and campaign goals.

Design-Proofing and Pre-Sorting

Before you print and mail, make sure you:

• Review a digital proof of your final postcard layout
• Check for alignment, margins, and safe zones (especially for edge-to-edge printing)
• Work with a provider that pre-sorts and preps for USPS to save time and money

Postcard marketing works best when the execution is seamless. A good provider should help you move from idea to mailbox—without stress or delays.

Why Marketers Choose LettrLabs for Full Design and Delivery

LettrLabs was built to make direct mail modern, flexible, and easy to scale—especially for marketers who want results without a complicated setup. Whether you're running a one-time promo or launching an ongoing campaign, we give you everything you need to go from idea to delivered postcard in just a few clicks.

✅ All-in-One: Design, Print, and Mailing—Plus List Building

We handle every step of the process—from helping you create your postcard with free templates, to printing, stamping, and delivering it to your targeted audience. Need a list? Use our Radius Mail or Recipient Search tools to build a targeted audience based on location, income, and more.

✅ No Minimums, Fast Turnaround

Start with 1 or send 10,000—there’s no volume lock-in. We move fast, too—your postcards can be printed and mailed within just a few business days.

✅ Merge Personalization for Printed Campaigns

Use merge fields to personalize each card with a first name, product, location, or other customer detail—automatically. No need to manually create multiple versions.

✅ Variable Data Printing: Images + Text

Want to show different photos, offers, or messages to different customer segments? We support variable image and text printing, so each card speaks directly to the person receiving it.

✅ Seamless Automation

LettrLabs integrates with:

• Shopify (trigger postcards after purchases, cart views, or milestones)
• Klaviyo (layer direct mail into your flows)
• Zapier (connects with 5,000+ tools)

Automated direct mail marketing becomes as easy as setting a trigger and writing a quick message.

Conclusion: Why Direct Mail Marketing with Postcards Still Works

In a world of crowded inboxes and digital fatigue, printed postcards remain one of the most cost-effective, visible, and high-converting tools in your marketing toolkit.

With the right design, message, and targeting strategy, postcards help you stand out—whether you’re reaching new customers, reactivating old ones, or driving more traffic to your store or site.

At LettrLabs, we make it easy to go from concept to mailbox. You can:

• Customize your postcard with our free templates
• Personalize each piece with merge fields or variable images
• Target the right audience with help from our team
• Automate sending with direct integrations to Shopify, Klaviyo, or Zapier

👉 Ready to create your own campaign?
Start with a free template, request a sample, or schedule a demo—and see what smart, scalable direct mail can do.