Printed postcards have been used for sharing brief personal messages through the mail since the mid-19th century. Over the decades businesses saw the benefits of using them for direct mail marketing campaigns.
As a self-mailer, postcards are still a popular marketing strategy even with the advent of e-cards. Their value, apart from being inexpensive to mail, is that they are tangible and highly visual.
Send a postcard with a stunning image and a special offer to motivate your audience to respond.
Elements of Postcard Printing from Wallace Graphics
The front of the postcard is your “keep or toss” moment and you have roughly three seconds to entice your audience. Make sure the photo and headline clearly states the benefit to the recipient, and a bold statement works better than a standard one. For instance, “Save on Eye Exams at Smith Eyecare” isn’t very interesting, but “Get a Free Eye Exam When You Purchase Two Eyeglass Frames. A $100 Value!”.
The real estate on the back is cut in half to accommodate the addressing and postage panel. There is where you can give the details of your offer or announcement. It’s also a great place to include a coupon code and your contact information.
Postage Options for your Campaign
A postal permit number, also known as an indicia, is a convenient way to pay for postage when you have a large direct mail campaign. It avoids the extra effort of metering or placing a stamp on each piece. There is an annual fee for a postal permit and you can apply online. Another option is to use your printer’s permit. Wallace Graphics makes a permit available to its customers.
Wallace Graphics Custom Postcard Sizes
To qualify for a First Class Mail rate (the best value) the USPS has a few requirements:
- It must be rectangular
- A minimum of 3-1/2 inches high x 5 inches long x 0.007 inch thick
- No more than 4-1/4 inches high x 6 inches long x 0.016 inches thick
If your postcard is outside any of these requirements, USPS will treat it a standard letter and higher postage is charged. Sometimes a larger size based on your offering justifies the additional postage, since it is more likely to get noticed.
The Wallace Graphics direct mail team is experienced and ready to recommend effective and cost-efficient options for your next postcard direct mail campaign. Let’s talk.