Postcard Marketing Guide: Design, Print, and Mail Postcards That Get Results

Postcards remain one of the most effective formats in direct mail combining simplicity, cost-efficiency, and immediate visibility in a single, compact piece.

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Originally used for personal correspondence and travel notes, postcards have evolved into powerful marketing tools for businesses looking to make an impression without the friction of envelopes or digital noise.

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Their open format means your message is seen instantly with no clicks, no logins, no guesswork. Whether you're announcing a promotion, driving traffic, or delivering compliance notices, postcards offer a tactile, high-impact channel that consistently delivers results.

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This guide walks through the core anatomy of a postcard, best practices for design, printing, and mailing and how to use them effectively across industries and use cases.

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What is a Postcard?

A postcard is a single-panel printed mail piece typically made from thick paper or cardstock that delivers a message without the need for an envelope. It’s simple, visible on arrival, and highly effective for both personal and business communications.

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In today’s business environment, postcards are used across industries to:

• Promote new services or products
• Deliver time-sensitive announcements
• Send compliance or legal notices
• Trigger reminders (appointments, renewals, events)
• Enable personalized marketing through variable data and QR codes

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At RelayDocs, we help clients design, personalize, print, and mail postcards at scale integrated with address verification, tracking, and automation.

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Standard Postcard Layout

A successful postcard is structured to capture attention instantly and guide the reader to take action - all while staying compliant with USPS mailing requirements.

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Front (Design Side)

This is the first thing the recipient sees—use it to make an impression.

• Visual Branding: Logos, product images, or campaign visuals
• Headline or Offer: Clear, compelling messaging
• Call-to-Action (CTA): What should the recipient do next? Visit a link, scan a QR code, redeem an offer, etc.

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Back (Mailing Side)

This side carries your message and meets USPS guidelines for mailing.

• Address Zone: Space for recipient details
• Postage Area: Indicia or stamp placement
• Main Message: Short, personalized text tailored to your campaign
• Optional Elements: QR codes, tracking barcodes, unique promo codes, etc.

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RelayDocs ensures all postcard layouts meet automated USPS processing standards, minimizing delays and optimizing postage discounts.

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Key Features of a Postcard

While postcards may appear simple, they pack significant impact when designed and deployed strategically. From size and finish to personalization and postal compliance, each element contributes to performance and deliverability.

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Standard Postcard Sizes

Choosing the right postcard size affects both visibility and cost-efficiency. At RelayDocs, we support all USPS-compliant dimensions, including custom sizes for high-impact campaigns.

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Paper Stock & Finishing Options

The tactile quality of your postcard plays a major role in brand perception and engagement. RelayDocs offers multiple finishing options to suit your campaign’s goals:

• Matte Finish: Non-reflective and elegant; great for easy readability.
• Glossy Finish: Bold and vibrant; ideal for visual-heavy designs.
• UV Coating: Adds durability and makes colors pop while resisting smudges.
• Premium Cardstock: We recommend high-weight, rigid stock that holds up in the mailstream and conveys quality.

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USPS Postal Compliance

Postcards must meet USPS formatting standards for automated processing and to qualify for postage discounts. RelayDocs ensures every postcard is production-ready with:

• Address & Barcode Placement: Optimized for sorting machines
• Size Requirements:
  • Minimum: 4” × 6”
  • Maximum: 6” × 11.5”
• Indicia or Stamp Area: Properly reserved and aligned for mailing type

We also run built-in address validation to reduce return mail and maximize delivery.

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Marketing-Ready Capabilities

RelayDocs integrates direct mail personalization and performance tracking into every postcard workflow.

• Personalization: Use recipient names, variable offers, or geographic targeting
• QR & Tracking Codes: Enable real-time attribution, campaign tracking, and response measurement
• Variable Data Printing (VDP): Customize content, CTAs, and visuals at scale unique to each recipient

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Why Use Postcards for Direct Mail?

Postcards are among the most efficient direct mail formats delivering high visibility at a low cost, with faster turnaround and easier response paths.

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Benefits for Your Business

• Cost-Efficient: Lower production and postage costs than multi-page mailers or catalogs
• High Open Rate: No envelope to open your message is instantly seen
• Personalized at Scale: Tailor content by region, behavior, or customer tier
• Flexible Applications: Use for product launches, compliance reminders, appointment notices, thank-you campaigns, and more
• Measurable ROI: Combine with QR codes or digital retargeting to track performance alongside email and SMS

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Common Types of Postcards We Support

Different business goals call for different postcard formats. RelayDocs helps you choose the right type and integrate it seamlessly into your outreach campaigns.

• Standard Postcards – Economical and fast to produce, great for quick updates or general awareness.
• Oversized Postcards – Ideal for standout campaigns that require more real estate for imagery or messaging.
• Folded Postcards – Double the space; useful for event guides, menus, multi-step instructions, or disclosures.
• EDDM Postcards – Perfect for local targeting without a list. Leverage USPS’s Every Door Direct Mail® service with RelayDocs for ZIP-based saturation campaigns.

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Postcard Design Best Practices

Design plays a crucial role in postcard effectiveness. A strong layout captures attention, reinforces your message, and drives action - all while staying USPS-compliant.

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Design Guidelines That Deliver

• Keep It Focused: Minimize distractions. Prioritize one key message or offer.
• Headline + CTA First: Place your value proposition and call-to-action upfront preferably on the visual side.
• Visual Hierarchy: Use layout, font size, and color contrast to guide the reader’s eye naturally.
• White Space Matters: Don’t overcrowd. Balanced spacing increases readability and retention.
• Personalized Messaging: Use variable data printing to insert recipient names, dynamic offers, or location-specific content.

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USPS Compliance in Design

RelayDocs ensures every postcard we design or accept adheres to strict USPS mailing guidelines:

• Address block and barcode zone placement
• Required margins for automation compatibility
• Accurate postage area or indicia positioning

Failure to comply can delay or disqualify your mail—our system prevents that.

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Printing & Mailing Considerations

The best-designed postcard only works if it arrives on time, intact, and properly formatted. Our print and logistics workflow is optimized for scale, speed, and USPS discounts.

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Key Considerations Before Printing

• Finish Selection:
  • Matte: Professional, soft to the touch, and easy to write on
  • Glossy: Vivid colors and high visual impact
  • UV-Coated: Adds durability for high-handling or outdoor postcards
• Address Verification: Integrated NCOA/CASS tools ensure accuracy and deliverability
• Barcode Automation: Optimized for USPS machines to reduce delays
• Bulk Mail Optimization: RelayDocs automatically configures sortation and presort logic for USPS Marketing Mail and First-Class Mail discounts

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Final Checklist Before Mailing

Use this RelayDocs-approved checklist before launch:

• Postcard layout meets USPS size and formatting specs
• Address block and barcode placement reviewed
• High-resolution, bleed-safe artwork uploaded
• Dynamic fields (name, offer, location) tested if using personalization
• Postage or indicia is properly reserved
• Clear and visible CTA included
• Proofs approved across all variants

RelayDocs automatically checks most of these during production, but manual review is always recommended for new templates.

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Why Postcards Work

Postcards offer a rare combination of simplicity, visibility, and conversion power:

• Tactile + Instant: No envelope = immediate message exposure
• Cost-Controlled: Lower production and postage costs than letters or catalogs
• High Recall: Physical media creates stronger memory association than digital
• Omni-Channel Bridge: Use QR codes to drive online visits and track offline engagement
• Scalable: Launch localized or national campaigns with the same core creative

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Frequently Asked Questions (FAQ)

Q: What is the standard USPS postcard size?
A: For First-Class Mail, a postcard must be at least 3.5" x 5" and no larger than 4.25" x 6", with a thickness of 0.007" to 0.016". Larger cards fall under letter or flat rates.

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Q: Do I need envelopes for postcards?
A: No. Postcards are designed to be sent without envelopes. This not only saves cost but also ensures your message is seen immediately upon delivery.

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Q: Can I send postcards in bulk?
A: Yes. You can use USPS Marketing Mail (minimum 200 pieces) or First-Class Presort (minimum 500 pieces) for discounted postage rates. RelayDocs handles all sortation and entry-point logistics.

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Q: How much does it cost to mail a postcard?
A: USPS postage for standard-sized postcards starts at $0.61. Oversized formats or First-Class upgrades may increase this to $0.78+. International postage begins at $1.70 per card.

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Q: Can I personalize postcards?
A: Absolutely. With RelayDocs' variable data printing engine, you can customize names, offers, QR codes, and even artwork on a per-recipient basis.

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Ready to Launch?

At RelayDocs, we make postcard marketing seamless from custom design and secure print to targeted delivery and trackable ROI. Whether you're mailing 500 or 500,000, our team ensures every postcard gets the attention it deservesand delivers results.

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