What Are the Standard Postcard Sizes?

As a well-established and reliable form of outbound marketing, direct mail continues with its incredible popularity among marketers despite the rise of digital marketing. 

Nothing quite competes with it - in terms of connecting with your audience. There is a very real, tangible, and almost resonating effect with direct mail that is unique in comparison to other forms of marketing.

Among the wide-ranging choice of direct mail formats available to marketers, postcards are one of the more potent options to reach your potential customers and clients with.

Options

A postcard campaign is quite simple to orchestrate, but the most difficult decision you have to make relates to sizing. With different options available, which should you go for? 

Through the rest of this article, we will break down the different postcard sizes and help you arrive at a decision that works best for your particular offer, promotion, or service.

Ultra Compact Postcard Size - 3" x 4" 

When you have specific content and don't require too much space, a postcard lends itself to your messaging. This size is perfect for featuring your brand's logo, color theme, a quick, sharp, usually jolting message, and a clever call to action.

Modest-Sized Postcard - 4.25" x 5.5" 

Not as large as the regular size, these more modest postcards offer just enough space for an added drop of relevant detail, perhaps some very brief copy or some basic lettering. They still restrict the volume of information you can incorporate and, again, are useful more for quirky, catchy, jolting messaging. Works very well with clever one-liners or hooky rhetorical questions leading to intrigue with a simple CTA.

Regular Postcard Size - 4" x 6" 

Widely acknowledged as the regular size for postcards, this dimension is more like the traditional ‘holiday postcard’ size. This is a familiar choice that may evoke feelings of nostalgia among some recipients: if you go with a creative that has the look and feel of a traditional postcard, that is.

Standard Plus Postcard Size - 5" x 7"

Offering just a little more space than the regular size postcard, this size fills the gap when the usual dimensions don't quite cut it in some way. You might wish to choose the standard plus postcard size when your design requires additional creativity. 

Comprehensive Detail Postcard 5.5" x 8.5" 

With the luxury and room of half of the regular letter size, your design boundaries expand quite generously with this size postcard. From clever calls to action to vibrant, punchy, attention-grabbing graphics, there's plenty of room for some creativity here. 

Large & Spacious Postcard - 6" x 9" 

Need to make a bold statement? This large-size postcard might be perfect for your product, offer, or service. Just ensure your message is front and center - loud and proud, so to speak -and complement it with crystal-clear, eye-pleasing imagery. Go big, go bold, and announce your brand with unmitigated pride. That's the general idea here.

Extra-Large Postcard - 6.5" x 9.5" 

Now, there is a fine line between overwhelming size and prominent recognition, but these extra-large postcards ensure your message doesn't get mistaken for just another flyer by bullying its way to the top of the mail pile. With this space, there's a huge amount of flexibility to incorporate more than just the basics, letting your design breathe in the process. 

Ultra-Large Postcard - 6" x 11" 

Ladies and gents, we present to you the Big Daddy of postcards. If you're looking to really grab attention and create instant impact, then the ultra-large size is your best bet for you. With a veritable canvas of this size, you can feature bold graphics, cleverly written copy with intriguing hooks, a story form flow, or any combination thereof. 

How to Create a Successful Postcard Campaign?

Creating a successful, persuasive, engaging postcard campaign requires a specific strategy. Let’s take a look at the basics.

Start with a clear, unmistakable headline that conveys the ethos of your offer at a quick glance. Avoid ambiguity at all costs! Your audience should grasp the message without feeling puzzled. In other words, you need to isolate attention without giving the recipient a headache in the process.

Alongside this, your call-to-action (CTA) should be decisive, confident, and striking. Think of what step you envision your recipients to take next. Is it a website visit? A phone call, maybe? Or a store invitation? Either way, your CTA should be reiterated to match the desired outcome. 

The imagery you decide on using should meet two objectives: capturing your audience's attention while also reflecting your brand or message. For example, a restaurant-centric postcard should unmistakably feature that restaurant in some way.

Think about obvious clarity and even a touch of vibrancy in these visuals to ensure they will be remembered and immediately grab attention. Every postcard must present an enticing offer of some description - try and think about what would genuinely intrigue you as a customer if you were in your recipient's position. What is it that dangles the proverbial carrot, so to speak?

Aside from that, you must Incorporate clear and obvious branding (including your contact details and brand logo), ensuring your company remains memorable in their minds. 

Finally, the golden rule of sales, advertising, and marketing: concentrate on the benefits rather than the boring old features! Consumers are drawn to solutions, not specifications. If you are selling a legal service, for example, don't speak in a ‘legal jargon’ language - talk about how your audience's life can be improved by hiring a great lawyer.

Finally, maintain a laser focus on one resounding, singular message if you can. Overloading your audience with an abundance of information will only confuse people and prevent them from taking the desired action.

Bottom Line

Postcards are punchy and attention-grabbing, with a distinctive eye-catching feel that recipients are naturally drawn towards. They just seem to stand out from other forms of mail in comparison to the handful of official letters, bills, and brochures that often get overlooked among the daily clutter.

Just choose the size that best meets your campaign objectives, decide on your type of creative and messaging, and sit back as your postcards do the heavy lifting.

Need a little help in stitching together your direct mail campaigns? Reach out to our experts today, and allow our design, data, and branding experts to put together something truly remarkable for you.