The headline: earn the next three seconds
Most postcards get sorted between the mailbox and the recycling bin, so the headline has one job: make the right person stop. Lead with the reader's situation or the result they want, not your company name. “Is Your AC Ready for Summer?” or “Your Neighbor's Home Sold in 9 Days” does more than “ABC Heating & Air.” Keep it short — under ten words — and set it large on the front. Questions, numbers and local references all tend to pull readers in. Avoid clever wordplay that needs a second read. If someone sees only the headline and the image, they should already know what you do and who it's for.
The offer and the proof
The offer is the reason to respond now. Make it specific and easy to understand: “$49 tune-up,” “Free in-home estimate,” “Kids eat free Tuesdays,” “First month 50% off.” A vague “great service at great prices” gives no reason to act. Add a deadline when you can, since it turns “someday” into “this week.” Then add proof so the offer feels safe to take: a short customer quote, a star rating and review count, years in business, a license or certification, or “Serving 1,200 local families.” One or two pieces of proof are plenty. Real numbers beat adjectives every time, and a real customer's first name and neighborhood beats an anonymous quote.
Front vs. back: what goes where
| Side | What it holds | Goal |
|---|---|---|
| Front | Headline, one strong image, the offer in big type, your logo | Stop them in the first 3 seconds |
| Back, top | Supporting details: 3–4 short bullets on what's included | Answer “what do I get?” |
| Back, middle | Proof: review, rating, years in business | Answer “can I trust them?” |
| Back, bottom | Call to action: phone, QR code, website, deadline | Tell them exactly what to do next |
| Mail panel | Address area, return info, postage or EDDM indicia | Keep clear for USPS |
The call to action
End with one action, stated as a command: “Call today,” “Scan to book,” “Bring this card in by May 31.” Give one primary way to respond and make it big — the phone number should be among the largest items on the back. A QR code that opens a booking page or offer page works well for younger audiences; print it at least 0.75 inch square and test it on the proof. Track responses with a unique offer code, a dedicated phone number or a landing page just for that mailing, so you can tell which postcard and which routes earned their keep. Our postcard ROI guide covers how to measure it.
Postcard copy examples by industry
| Industry | Headline | Offer + call to action |
|---|---|---|
| HVAC and plumbing | Is Your AC Ready for Summer? | $49 tune-up — call by June 15 |
| Restaurant | New Menu, Same Neighborhood Favorite | Free appetizer with this card — dine in this month |
| Real estate | Homes on Your Street Are Selling Fast | Free home value estimate — scan the code |
| Dentist | New Patients Welcome — Evening Hours | Free exam and X-rays — book online |
| Lawn care | Weekly Mowing From $35 | First mow free with a season plan — call today |
| Gym or fitness studio | Your First Week Is On Us | Free 7-day pass — scan to claim |
Postcard and EDDM prices
For targeted mail or handouts, our 4×6 postcards on 14PT with a gloss UV front are $59 for 100, $109 for 500 and $129 for 1,000, shipping included. To reach every home in an area without a mailing list, EDDM neighborhood mailers start at $398 per route (typically 400–800 homes), and that price includes printing and mailing prep. EDDM pieces must meet USPS flat-size rules, so they're larger than a 4×6 — see the postcard size guide. Need help with the words or layout? A custom one-piece design is $79. Every order gets a free pro file check and free digital proof, and nothing is charged until you approve it.
All-in pricing. Free proof. No checkout surprises.
4×6 postcards from $59 for 100, or EDDM from $398 per route — shipping included.
4×6 postcards from $59 for 100, or EDDM from $398 per route — shipping included. ⚡ Or build a full kitFrequently asked questions
What should a direct mail postcard say?
A direct mail postcard should have a short headline aimed at the reader, one specific offer, a piece of proof like a review or rating, and one clear call to action. The front should stop the reader, and the back should give details and tell them exactly what to do next.
What goes on the front vs. the back of a postcard?
The front holds the headline, one strong image, the offer and your logo. The back holds supporting details, proof and the call to action, plus the mail panel for the address and postage or EDDM indicia. Keep the mail panel clear of design elements.
How long should postcard copy be?
Keep the headline under ten words and the back to three or four short bullets plus a call to action. Most people decide in a few seconds whether to keep reading. If it needs a long explanation, send them to a web page.
How do I track postcard response?
Use a unique offer code, a dedicated phone number or a landing page created just for that mailing. Ask new customers how they heard about you. Tracking by route or neighborhood shows which areas are worth mailing again.
How much do direct mail postcards cost?
At i Can Print That, 4×6 postcards on 14PT are $59 for 100, $109 for 500 and $129 for 1,000, shipping included. EDDM neighborhood mailers start at $398 per route of roughly 400 to 800 homes, including printing and mailing prep.