Whether you're launching a new postcard campaign or looking to improve an existing one, here are the top 10 postcard marketing mistakes to avoid — and what you should do instead.
1. Ignoring Your Target Audience
Mistake: Sending the same postcard to everyone without considering who they are or what they need.
Solution: Build or purchase a targeted mailing list based on demographics, income, interests, location, or buying behavior. Companies like Mail Pros USA offer custom mailing list solutions that help you zero in on your ideal audience.
2. Weak or No Call-to-Action (CTA)
Mistake: Not clearly telling recipients what you want them to do.
Solution: Use a strong, visible CTA like “Call Today,” “Get 20% Off,” or “Visit Our Website.” Make it urgent and benefit-focused. Repeat it in multiple spots on the postcard.
3. Overloading with Information
Mistake: Trying to cram everything about your business onto one 6x9” postcard.
Solution: Keep it clean and focused. Highlight one message or offer, and leave plenty of white space. Use bullet points, bold headlines, and simple copy that gets straight to the point.
4. Poor Design & Low-Quality Images
Mistake: Using blurry images, clashing colors, or hard-to-read fonts.
Solution: Invest in professional design services or use a trusted printer like Mail Pros USA, which also offers design support. High-quality visuals reflect your brand and improve readability.
5. Not Including Contact Information
Mistake: Forgetting to include your phone number, website, or physical address.
Solution: Always list multiple contact options. If you want phone calls, make the number large and visible. Add a QR code for easy access to your website or promotion.
6. Choosing the Wrong Size
Mistake: Using small or standard-size postcards that get lost in the mail pile.
Solution: Consider larger formats like 6.5" x 9" or 8.5" x 11" — they stand out and qualify for EDDM rates. Bigger postcards = more visibility.
7. No Offer or Incentive
Mistake: Sending a generic “Here we are!” postcard with no reason to act.
Solution: Add a compelling offer like “$25 Off Your First Service” or “Free Consultation This Month Only.” People need a reason to respond now.
8. Not Tracking Results
Mistake: Mailing thousands of postcards without tracking how many responses you get.
Solution: Use tracking codes, custom URLs, or dedicated phone lines. This helps you measure ROI and refine future campaigns based on what works.
9. Sending Only One Mailer
Mistake: Expecting huge results from a one-time postcard drop.
Solution: Consistency is key. Most campaigns require 3–5 touches before customers respond. Use scheduled campaigns or recurring drops to stay top of mind.
10. Printing and Mailing Without a Strategy
Mistake: Jumping into printing and mailing without planning your audience, message, and timing.
Solution: Work with a full-service provider like Mail Pros USA, who can help with design, mailing list creation, printing, bundling, USPS compliance, and delivery. A well-executed strategy saves money and maximizes returns.
Bonus Tip: Skipping the Proofread
Even a typo can hurt your credibility. Before printing thousands of postcards, triple-check all content, offers, dates, phone numbers, and website links. Better safe than sorry!
Final Thoughts
Postcard marketing still works — but only when executed properly. By avoiding these common pitfalls and focusing on smart strategy, clean design, and clear messaging, your postcard campaign can deliver measurable results and a solid return on investment.
Need help with your next campaign?
Visit Mail Pros USA to get expert support in design, printing, mailing, and campaign strategy — all under one roof.