How Much Does It Cost to Send a Postcard? Exploring Marketing Expenses

Postcards are an easy and cost-effective way to promote your business. They allow you to have a physical piece of communication that you can send out into the world, which will hopefully lead to more sales or new customers.

But how much does it cost to mail a postcard? Let's find out. 

Postcard Postage Rates

The cost of sending a postcard is not a flat rate; rather, it's a medley of factors, each with its own price tag.

These factors determine how much it costs to send a postcard, and they include:

The Design

When it comes to postcards, everything begins with design. This creative process enables you to paint a captivating picture that speaks directly to your target audience.

Now, there are two different ways you can go about creating your postcard design. And this is assuming that you don't have an in-house designer.

So you could hire a freelance designer or you could design it yourself.

Hiring a freelance designer could set you back anywhere from $50 to a few hundred dollars, depending on their expertise and the complexity of your design.

On the other hand, if you're brimming with creativity and wish to personally design your postcard, jump on Taradel.

We have a highly intuitive FREE postcard design tool that allows you to wear the hat of a designer!

Here, you can bring to life a compelling and professional design that is in perfect sync with your brand and effectively communicates with your target audience.

Printing

With your design ready to charm your audience, the next cost to consider is printing. Factors such as paper quality, color versus monochrome, postcards' quantity, and size all contribute to the final printing cost.

Size and Weight of the Postcard

The postage rate for mailing postcards varies based on the size and weight of the postcard.

• Standard-Sized Postcards: These measure 4.25" x 6" or smaller. They are the most cost-effective option when it comes to postage. A standard-sized postcard costs about $0.48 to mail.
  
  
• Large-Sized Postcards: If you desire a larger postcard to accommodate more content or to make a bigger impression, you can opt for a larger size. A common larger size is around 5.5" x 8.5" and these typically cost around $0.60 to mail.
  
  
• Oversized Postcards: These are larger than the standard size and medium size but no bigger than 6" x 11". Though they provide more room for your message and design, they come with a higher postage cost. Mailing an oversized postcard will cost you the same as a first-class letter, which is $0.63.
  
  
• Specialty Sizes: These are any size that doesn't fit within the standard or oversized categories. The cost here can vary significantly based on both the size and shape of the postcard. The postage cost is usually equivalent to the first-class letter rate, but it can be higher if the postcard is particularly large or has an unusual shape.

The weight of your postcard is another crucial factor. Standard and oversized postcards typically don't weigh enough to affect the postage rate.

However, if you're sending a heavy or thick postcard, perhaps one made from a material other than cardstock, you could face an increased postage rate.

The exact cost will depend on the weight of the postcard and the current postage rates set by the United States Postal Service.

Quantity

When it comes to quantity, the saying "the more the merrier" rings true.

Just like shopping in bulk at your local supermarket, printing, and mailing postcards follow the same principle: the higher the volume, the less you pay per unit.

For instance, if you're printing a small batch of postcards, you could end up paying more per card compared to ordering a large quantity.

Similarly, postage costs can decrease per card when mailing in high volumes, thanks to bulk mailing rates.

However, if you're curious about the potential cost of mailing a specific quantity of postcards, Taradel has a direct mail pricing structure that can provide clear insights.

The structure is designed to accommodate the needs of businesses of all sizes, whether you're looking to reach personal or B2B contacts. This system takes into account both the size of your postcards and the quantity you wish to send. 

Distribution

There are primarily two methods of distributing postcards, each with its own benefits and characteristics: Direct Mail and Every Door Direct Mail (EDDM). 

Direct Mail

This is a targeted form of distribution, where you send postcards directly to a specific list of individuals or businesses. These mailing lists are often generated based on certain demographic or behavioral criteria that align with your marketing goals.

The advantage of direct mail is its precision. You are sending your postcards exactly to the people who are most likely to be interested in your product or service.

However, this method can be more costly, particularly if you are purchasing a highly targeted mailing list.

Every Door Direct Mail (EDDM)

This is a service where your postcards are delivered to every door on a selected postal route. You can select routes based on demographic data like age, income, or household size.

This distribution method is especially useful if your target audience is geographically concentrated, such as a particular neighborhood or city.

It's a more cost-effective option than direct mail, especially if you're a local business aiming to reach all households within your area, as it does not require the purchase of a mailing list.

Ways to Reduce Postcard Marketing Expenses

Here are some practical ways to reduce postcard marketing expenses while maintaining its effectiveness.

Optimize Your Mailing List

Your mailing list is crucial for the success of your postcard marketing. A common mistake is sending postcards to every address available, leading to a higher cost with fewer conversions.

Optimize your list by narrowing it down to your target audience. This not only decreases the volume of postcards you need to send out but also improves the return on investment (ROI) as your message is reaching the right people.

Design Postcards In-House

Hiring a professional designer might seem like the best way to create high-quality postcards, but it can be costly. Consider designing your postcards in-house.

There are several user-friendly design tools available online that you can use to create appealing and effective postcards. Learning this skill can save you a considerable amount in the long run.

Print in Bulk

The more postcards you print at a time, the lower your cost per piece will be. It’s called economies of scale. Therefore, try to plan your postcard campaigns in advance and print them in larger quantities.

This could mean ordering for several campaigns at once or for a full year’s worth of marketing.

Use Standard Postcard Sizes

Postcard sizes can impact the cost of printing and mailing. Stick to standard postcard sizes to minimize these costs.

Standard sizes are typically more affordable because they require less paper and fit better into printing machines, which decreases production time and costs.

Use a Professional Mailing Service

While it might seem counterintuitive to hire a professional mailing service to reduce costs, it can actually save you money.

These services have the resources to get discounted rates for bulk mailing, which can be significantly less than if you were to send them individually.

They can also handle the tedious task of addressing and sending each postcard, freeing up your time for other important tasks.

Return on Investment (ROI) for Postcard Marketing

Postcard marketing, while a seemingly traditional tactic, is a versatile and effective method of directly reaching your audience.

Its potential return on investment (ROI) can be significant, especially when used strategically for:

Targeted Mailing Campaigns

Postcards offer the perfect platform for focused, direct-to-consumer marketing. Whether you're targeting a specific demographic (like homeowners, families, or pet owners) or a certain geography (like a neighborhood, city, or state), postcards can deliver your message straight to the intended recipient's mailbox.

For instance, a local restaurant could send postcards to households within a certain radius, offering a special discount for dine-in services. The ROI from such a campaign can be measured by the number of postcards redeemed against the cost of the campaign.

Event Marketing 

Trade shows, conferences, and community events provide an opportunity for face-to-face interactions with potential customers. Handing out postcards at these events can be a highly effective marketing tactic.

Here, the ROI is influenced not just by the direct response to the postcards, but also by the long-term relationship that could develop with those who receive them.

Product Promotion

When launching a new product or service, postcards can be an effective way to spread the word. Whether you're a retail store advertising a new product line or a service provider announcing a new offering, postcards can help you reach potential customers directly.

The ROI from this kind of campaign can be measured by comparing the cost of the campaign with the revenue generated from the new product or service sales directly influenced by the postcards.

How to Maximize Your ROI in Postcard Marketing

Here are some strategies to maximize the ROI of your postcard marketing:

Target Your Audience

Targeting the right audience is crucial for maximizing ROI. Understand who your customers are, their needs, preferences, and behaviors.

This will help you create a message that resonates with them and drives them to action, leading to a higher ROI.

Offer Value

If you want to maximize the effectiveness of your postcard marketing, make sure that your card offers value to consumers and businesses.

You could offer your customers a special discount, exclusive information, a free gift, or anything else that may encourage better return rates.

Track and Measure Success

Tracking your postcard campaign's success is essential to calculate accurate ROI. Use trackable phone numbers or website URLs, or require the customer to bring the postcard to redeem the offer.

Tracking the responses and sales directly resulting from your campaign will allow you to calculate a more accurate ROI.

Test and Refine

Continually testing and refining your postcard campaigns can improve your ROI. Try different designs, offers, and messaging, and track which versions yield the best results.

Looking at the performance of previous campaigns can help you identify opportunities for improvement.

Look at the number of responses, average ticket size, and conversion rate to determine which postcard designs and messaging work best.

Postcard Marketing Best Practices

To optimize the effectiveness of your postcard marketing campaigns, consider the following best practices:

Create a Compelling Design and Copy

A well-designed postcard with an impactful message can grab the recipient's attention and elicit a response. Use compelling visuals that align with your brand and resonate with your target audience. A powerful image can draw the eye and create an immediate emotional connection.

However, an image alone isn't enough. Your copy needs to be equally impactful. The best postcard copy is concise, clear, and direct, focusing on the benefits to the recipient. Use a persuasive headline to draw attention and follow it with copy that clearly communicates your offer.

Include a strong call-to-action (CTA) to guide the recipient on what they should do next, whether it's visiting a website, making a phone call, or redeeming a coupon.

Strategize Timing for Campaign Implementation

Timing is crucial in any marketing campaign. Your postcard should reach your audience when they are most likely to need your product or service.

For example, if you run a lawn care business, it would be most effective to send postcards in early spring when people are starting to think about yard maintenance.

Also, consider aligning your campaigns with holidays, seasons, or special events when people may be more receptive to your offer. Timing your campaigns right can increase your conversion rates significantly.

Integrate with Other Marketing Channels

Integrating your postcard marketing with other marketing channels can maximize the effectiveness of your campaign.

For instance, you could include a QR code on your postcard that leads to your website, social media page, or a specific landing page created for the campaign.

You can also use postcards to support your digital marketing efforts. For example, send postcards to follow up on an email campaign or use them as a reminder for an upcoming webinar.

This cross-channel approach reinforces your message, making it more likely to resonate with your target audience.

Understand Legal Implications

There are certain legal aspects you need to be aware of when executing a postcard marketing campaign.

For example, if you're selling healthcare products or services, you’ll need to be sure your postcard doesn’t violate the Health Insurance Portability and Accountability Act (HIPAA) privacy rule.

You also need to ensure that the images on your postcard don’t violate any copyright laws and the content is not false or misleading.

Also, if you're renting a mailing list, ensure the provider obtained the addresses in a legally compliant manner.

If you are unsure about the legal implications of your postcard marketing campaign, it’s best to consult with a lawyer before moving forward.

Employ A/B Testing

Like any other marketing strategy, testing is a crucial part of postcard marketing. A/B testing involves sending two versions of a postcard with different elements (like design, copy, or offer) to see which one performs better.

This can help you identify what resonates most with your audience and refine your marketing strategy for better results.

Keep Up with Trends for Future Success

Staying current with trends and advancements can also make your postcard marketing more effective. For instance, consider incorporating technology like Augmented Reality (AR) to bring your postcard to life.

AR can provide a unique, interactive experience, helping your postcard stand out in the crowd.

However, ensure any tech integrations are in sync with your audience's tech-savviness.

Embrace Green Marketing Practices

With increasing consciousness about environmental issues, consider eco-friendly options for your postcard marketing.

Use recyclable materials or partner with a printing company that follows sustainable practices. This can be an added selling point for your business, especially with environmentally-conscious consumers.

Don'ts of Postcard Marketing

• Poor Quality: Don't skimp on materials; low-quality postcards can harm your brand's image.
  
  
• Overcrowding: Avoid cramming too much information, which can confuse readers.
  
  
• Lack of Personalization: Generic messages may not resonate; personalize wherever possible.
  
  
• Missing Call-To-Action: Postcards without a clear CTA don't drive customer action.
  
  
• Not Tracking Results: Without tracking, you can't measure effectiveness or optimize for future campaigns.
  
  
• Not Segmenting Audience: Sending the same postcard to all audiences isn't efficient. Segmentation ensures relevancy.
  
  
• Ignoring Design Principles: Poor design can affect readability. Stick to professional, clear, and compelling designs.

In Summary

Postcard marketing, as a tangible and cost-effective strategy, offers businesses an efficient way to reach potential customers. It’s the tangible nature of postcards that often leads to higher engagement and conversion rates making them a powerful tool for marketing campaigns. 

With Taradel, businesses can not only design and print postcards affordably, but also distribute them effectively through bulk mailing services. By utilizing our comprehensive services, businesses can engage with their audience on a personal level, ensuring that their message is delivered directly to the hands of potential customers. 

Whether you're a small local business or a large corporation, Taradel provides the necessary tools and expertise to make your postcard marketing campaign a success.