TL;DR
Postcards and letters both work, but for different reasons. Postcards are fast, cheap, and get noticed. Letters feel private, more formal, and can build trust. The “best” choice depends on your goal: visibility or depth.
Postcards or Letters in Direct Mail?
Direct mail isn’t dead—it’s just underused. And when you’re juggling a practice, client demands, and compliance headaches, you don’t have time to waste on the wrong format. That’s why the question “postcards or letters?” matters.
Both get mail into your client’s hands. But how they land—whether they spark interest or get tossed—comes down to format. The right choice can mean more appointments booked or better client retention.
Why Format Matters for Financial Advisors and Service Businesses
This isn’t about stationery vs. glossy stock—it’s about attention.
- Postcards force visibility. No envelope. No barrier. Your message is seen in seconds.
Letters create anticipation. They add formality and privacy that makes sense for more sensitive or high-value offers.
When you’re choosing, ask: Do I need them to notice me instantly, or do I need them to take me seriously?
Postcard Pros
- Immediate visibility: Every prospect at least glances at it.
- Lower cost: Printing and postage are cheaper.
- Visual punch: Graphics and color do the heavy lifting.
- Easy to scale: Bulk mailing is simple, fast, and affordable.
Coupon-ready: Quick promotions and discounts stand out.
Think of postcards like billboards in the mailbox—perfect for awareness, promotions, or staying top-of-mind.
Postcard Cons
- No privacy: Sensitive offers don’t belong on a postcard.
- Easier to dismiss: A quick “no thanks” and it’s in the trash.
Limited space: Complex products (annuities, Medicare options) don’t fit well here.
Letter Pros
- Privacy matters: Perfect for account updates, invitations, or anything confidential.
- Perceived value: A letter feels more serious and intentional.
Stronger engagement: Recipients must open it—building a moment of attention.
Use letters when the message is about trust, not flash. Think retirement planning reviews, client appreciation notes, or event invitations.
Letter Cons
- Lower open rates: If they don’t recognize your name, it may never get opened.
- Higher cost: Paper, envelopes, and postage add up.
More logistics: Heavier and bulkier to manage in volume.
The Choice Is Yours
There’s no “right” answer, only the right answer for the campaign.
- Need quick visibility? Postcards.
- Need privacy and impact? Letters.
For many advisors, the best mix is both: postcards for broad awareness, letters for deeper client communication. The real win is matching the format to your goal, not defaulting to what’s cheapest or what you’ve “always done.”
FAQs
1. What’s the main difference between postcards and letters in direct mail?
Postcards are open and immediately visible. Letters are enclosed, private, and feel more formal.
2. Are postcards more effective than letters?
They’re effective for attention and promotions. Letters work better when you need trust and discretion.
3. When should I use postcards?
For promotions, seasonal campaigns, and awareness—when visibility and cost savings matter most.
4. When should I use letters?
For confidential updates, event invitations, or offers that require more explanation.
5. Which is more cost-effective: postcards or letters?
Postcards usually cost less. Letters cost more but can deliver higher value in the right context.
Next Step
If you’re unsure where to start, test both. Send a small postcard campaign for visibility and follow with a letter campaign for deeper engagement. The response difference will tell you more than any marketing theory.
Or skip the trial-and-error. At Plum, we design and manage direct mail campaigns that match your goals. See how our direct mail services can work for you.
