Why Postcard Size Matters

There are several reasons why the size of a postcard matters. Certain elements of a postcard marketing campaign, such as printing and mailing, are set according to the size of a postcard. As mentioned above, printing companies may charge more to produce postcards that fall outside of the standard size category. Additional expenses for printing and mailing impact the overall budget amount for a particular postcard campaign.

The United States Post Office also determines the pricing structure for a postcard based on its size. According to their guidelines, postcards must be rectangular and a maximum of 4.25-inches by 6-inches with a thickness of 0.016-inch to have a first class mail classification. Any postcard outside of these guidelines receives a classification of a letter or large envelope. These classifications come with an additional postage cost.

Ideal Postcard Size

A starting point for determining what size postcard to use for a promotional campaign is to pinpoint where the postcard will end up after delivery. Standard sizes are ideal for traditional mailbox delivery. Increasing the size to 13-inches by 17-inches will still work for a traditional mailbox, however, the postcard may require folding to fit inside the mailbox.

A postcard that is 6-inches by 11-inches is the ideal choice to ensure that it stands out in a crowd of other mailing pieces. The introduction of a new product, service or business location may benefit from a larger, non-standard category size. The larger size catches a customer's eye quickly and motivates that person to take action. Smaller size postcards of 5.5-inches by 8.5-inches are cost-effective, which can be beneficial when running a postcard campaign on a tight budget.

An often overlooked presentation aspect of postcard designs is the space on the backside of the card. The back side of a postcard is almost as beneficial as the front side since most postal carriers place postcards inside mailboxes with the front side facing down. That means customers are reaching into their mailbox and coming in contact with the back side first. This provides companies with a great opportunity to highlight a promotional offer, company information, and benefits that a customer stands to receive by taking advantage of what the postcard offers. Once their attention has been grabbed, a customer turns the postcard over to read the promotional message and moves one step closer to taking a next step with a company.

The ideal size for a postcard varies from one company to the next. It is a decision that centers on the type of campaign a company runs, the message that customers will receive and the overall budget of a campaign.

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