Postcards vs. Letters: Which Is the Better Direct Mail Marketing Strategy?

What are the benefits of postcards in direct mail marketing?

Mailing eye-catching, personalized and straightforward postcards is an effective offline marketing strategy. Here are some top benefits of using postcards in direct mail marketing.

Postcards are concise. 

Brevity is a significant advantage of postcards. You can use a postcard to deliver a single, compelling message to a potential customer. Because the postcard has limited space, your copy can focus on a persuasive call to action (CTA). A CTA is a direct prompt for the response you want from your audience in a mailing campaign — the ultimate purpose behind your postcard marketing campaign. For instance, a CTA might ask the customer to sign up for a subscription at a discounted rate, visit your website to check out the latest sales, subscribe to your blog or call a number for a free quote.

If your direct mail campaign aims to drum up interest in or announce something — like a store reopening, a new product or an important annual sale — postcard marketing can be an inexpensive and effective way to do that. 

Alec Boye, president of Mail Processing Associates, recommends postcards for time-sensitive offers, like flash sales or limited-time discounts, where you want to catch the recipient’s attention immediately. Because postcards don’t require opening, they’re excellent for delivering quick, impactful messages. 

“[They’re] ideal for announcements or driving foot traffic to an event,” Boye said. “Additionally, postcards often produce a better ROI in campaigns targeting local markets or specific demographics where a concise, visually engaging message can be more effective than a lengthy letter.”

Postcards are eye-catching.

Unlike with letters, recipients don’t have to open postcards, allowing you to catch the customer’s eye right when they open their mailbox. In other words, your postcard will have a 100 percent open rate. 

Along with their readability, postcards are relatively affordable to print in full color, and it’s easier to get noticed with color-saturated photos and graphics.

Postcards are customizable.

Postcards are incredibly customizable thanks to techniques such as variable data printing, a form of digital printing that can customize text, graphics and images for each direct mail piece. Through variable data printing, it’s easy to personalize your message and guide a customer or prospect to your website, restaurant or brick-and-mortar store. Additionally, many of the best customer relationship management (CRM) software solutions allow you to integrate your mailing list and easily personalize direct mail postcards and other pieces. 

According to SG360’s Future of Direct Mail report, personalization is incredibly important to direct mail recipients. Nearly 60 percent of 18- to 24-year-olds cited personalization as the top reason they feel positive about receiving direct mail. Overall, 53 percent of men and 43 percent of women surveyed said personalization helped them feel good about receiving direct mail. 

Postcards are affordable.

Postcards are cost-effective. Sending out 5,000 postcards costs about 37 cents per piece, including postage (but not design) if you use the U.S. Postal Service’s USPS Marketing Mail along with its Every Door Direct Mail (EDDM) service, which allows you to send to all residences in a particular area without purchasing a list. The EDDM retail service allows you to pay 20 cents for each postcard instead of the 40-cent postage for regular first-class postcards. 

In contrast, sending out 5,000 letters averages about 57 cents per piece, including printing and postage, using the same USPS programs, according to Boye. That can add up to significant savings. (Note that the paper quality, inserts and envelope types will affect the cost.)

Additionally, according to the Association of National Advertisers (ANA), postcards deliver the best ROI (92 percent) of all types of marketing campaigns when used with a house list (a list of existing and prospective customers).

What are the benefits of letters in direct mail marketing?

Like postcards, direct-mail letters can be an effective marketing medium. Here are some advantages of using letters in direct mail marketing. 

Letters provide more room for your direct-mail message.

Because letters have more space, they might be the way to go if your mailing requires a more official or personal touch or must explain in-depth information. The larger page area allows you to do several things:

• Convey a more comprehensive message
• Demonstrate to customers that you’re invested in them
• Use effective brand storytelling 
• Address customer emotions
• Add a personal touch to your marketing

If your services require more explanation and details — such as for a financial planning firm, a nonprofit seeking donations or an insurance company — a letter gives you room to explain.  

“In financial services or healthcare, where understanding the nuances of a product or service is critical, a letter provides the necessary space to convey that complexity,” Boye explained.

In addition, if you’re running a fundraising campaign for a local nonprofit or asking customers to sign a document or RSVP to a big event, a letter is the way to go because it provides the space to explain why your fundraising campaign is so important or to give the details of the big event your company is throwing. 

Letters build trust.

Letters help businesses build deeper emotional connections with recipients. “Letters allow you to build trust and provide thorough information, which is essential when asking recipients to make significant commitments, such as enrolling in a long-term service or making a substantial purchase,” Boye said. “A well-crafted letter not only informs but also reassures, making it an ideal medium for more formal and intricate communications.”

Letters feel personal.

You can customize letters and envelopes with various design elements to make them feel more personal to the recipient. For example, you can hand-address a letter or use a pen-addressing machine. 

Additionally, snap-pack mailers’ unique designs can convey important messages. You can even design your direct mail envelope and letter to look like an invitation, making the recipient feel more valued and increasing open rates.

Letters have the best ROI of any direct-mail option.

According to the ANA data cited above, letter-sized envelopes have the highest ROI (112 percent) across all direct mail channels. This is likely because products and services that use direct mail letters are more complex and thus expensive, so any sales generated will create more revenue compared with the cost. 

Although letters are slightly more expensive than postcards because of factors such as the envelope’s style and design, that premium can be worth it for advertisements that are more informative, personalized and professional.  

Capitalizing on the best direct mail marketing strategy for your business

Direct mail remains one of the most versatile marketing methods, with myriad options to explore. Still, marketers must work to maximize the results of their direct mail campaigns. 

“List sourcing is crucial,” Boye stressed. “You need to ensure your message reaches the right audience, whether through a purchased list or your own CRM database.” Quality mailers are also critical. “The quality of your collateral — this includes well-crafted copy, compelling graphics and high-quality print — is essential to capture attention and convey your message effectively,” Boye added.

It’s also important to control campaign costs. “[You must] select the most economical postage method without compromising delivery speed, as this can significantly impact your ROI,” Boye cautioned.

Letters and postcards can be incredibly valuable tools for your direct mail marketing campaign, and both are easy, versatile ways to expand your business. If you need help with your direct mail campaigns or want to explore more methods, consider using a direct mail marketing service that can help you create more specialized designs and craft unique campaigns. 

Mark Fairlie contributed to this article.