Which Postcard Sizes to Use for Marketing

Reader Question: Which postcard sizes are best to use for direct mail marketing campaigns? Are there any studies that show one being better than the other, like a standard size versus a jumbo postcard?

The message and offer you create for your postcard campaign is far more important than the size. When most marketers conduct A/B testing to see what gets the best results, they usually test variations of the headline on the piece, the overall message, the offer and the call-to-action. In most cases, the postcard size is a lesser consideration to these other important factors.

For the purposes of this discussion, commonly used postcard sizes can be defined as:

• Jumbo postcards are usually in the neighborhood of 6" high by 9" wide, give or take a half-inch on either side.
• Standard size postcards are typically 4" x 6" plus or minus a half-inch on the width.

With that being said, "jumbo" postcards will generally outperform standard sizes (with all other things being equal). There are two primary reasons for this. A larger postcard stands out from all of the standard-sized mail in the recipient's mailbox. Also, the larger format allows you to include more information, pictures, features, offers, etc. Both of these things can increase response rates on a direct mail postcard campaign.

Of course, you need to test your direct mail pieces to see what works. If you don't have a good testing program in place, you won't know what's working and what's not.

My advice is to start by defining the specific goals of your direct mail campaign. In other words, what do you want your postcards to accomplish. This will help you shape your marketing message, and you'll then know what size postcard you need to contain your message.

And keep in mind it all starts with the product or service. If your product isn't noteworthy in some way, then all of the postcards in the world won't help you. On the other hand, if your product is truly remarkable, your direct mail campaign will be much more successful.

I hope that answers your question.

Good luck and good marketing!

-Brandon