Direct Mail Postcards: A Small Business Guide

Why Direct Mail Still Gets Results

Digital advertising is everywhere, and that is exactly the problem. Your customers scroll past dozens of ads every day without a second thought. A postcard that lands on the doormat is a different story: it is physical, it gets picked up, and it gets read.

Direct mail response rates sit between 2.7% and 4.4% according to the Data and Marketing Association, compared to email at around 0.6%. For small businesses working with tight budgets, that gap matters.

What Makes Postcards a Good Choice?

Postcards are one of the simplest forms of direct mail. There is no envelope to open, so your message is visible the moment it arrives. They are cheaper to print and post than letters, and they are quick to design.

For local businesses in Belfast and across Northern Ireland, postcards work especially well. You can target specific postcodes, keep costs low, and have your campaign printed and posted within a couple of weeks.

Postcard Sizes That Work with Royal Mail

Royal Mail classifies mail by size, and the size you choose affects your postage cost. Here are the two most popular options:

• A6 (105 x 148mm): Fits within Royal Mail's "Letter" category. This is the most affordable to post and works well for short, punchy messages like appointment reminders or sale announcements.
• A5 (148 x 210mm): Also qualifies as a "Letter" if it stays under 5mm thick and 100g. Gives you more room for images and detail, which suits product promotions or event invitations.

Anything larger than A5 moves into "Large Letter" pricing, which roughly doubles the postage cost. For most small business campaigns, A6 or A5 hits the sweet spot between space and cost. You can browse both sizes on our postcards page.

Designing a Postcard That Gets a Response

The front of your postcard has one job: stop someone from putting it straight in the bin. Use a bold headline, a strong image, and keep it simple. Do not try to cram your entire story onto the front.

The back is where you make your case. Include:

• A clear offer or reason to act (a discount code, a free consultation, a limited-time deal)
• A single call to action: visit a website, call a number, or bring the card into your shop
• Your business name, address, phone number and website
• Space for the recipient's address and a stamp or postal indicia

Keep the text short. If you are struggling to fit everything in, your message probably needs editing rather than a bigger card.

A Note on Images

Use high-resolution images (300dpi at print size) and make sure important content sits at least 3mm inside the trim line. Our postcard printing options include a range of finishes, from gloss lamination to uncoated stock, depending on the look you are going for.

Targeting: Who Gets Your Postcards?

The best postcard in the world will not help if it lands on the wrong doormat. You have a few options for targeting:

• Your existing customer list: The easiest starting point. These people already know you.
• Royal Mail Door to Door: You can select specific postcode sectors and have unaddressed mail delivered to every household. Pricing starts from around 14p per item.
• Purchased mailing lists: You can buy targeted lists filtered by demographics, business type, or location. Make sure any list you buy is GDPR-compliant.

For a first campaign, starting with your own customer database is the lowest-risk option. You already know these people are interested in what you sell.

Measuring Your Results

One of the oldest complaints about print marketing is that it is hard to measure. That is not really true anymore. Here are straightforward ways to track your postcard campaign:

• Unique discount codes: Print a code on the postcard that is not used anywhere else. Count how many times it gets redeemed.
• Dedicated landing pages: Send people to a URL like yourbusiness.com/spring-offer so you can track visits separately.
• QR codes: Quick to scan, easy to track, and most people now know how to use them.
• "How did you hear about us?": Simple, and surprisingly effective if your team asks consistently.

Even a rough measurement is better than none. If you send 1,000 postcards and 30 people use the discount code, that is a 3% response rate, and you can work out the return from there.

Getting Started

A direct mail postcard campaign does not need to be complicated or expensive. Start with a small batch (250 to 500 cards), target people who already know your business, and include a clear, trackable offer. See what comes back, then scale up what works.

If you are new to print marketing more broadly, our guide on why print marketing still works covers the wider picture. When you are ready to order, take a look at our postcard printing options and get in touch if you need a hand with sizing or artwork.