By Lee Garvey

A properly formatted postcard can make the difference between a hugely successful campaign and a complete flop. It’s the difference between your message landing in eager hands or getting lost in the daily shuffle of 425 million pieces of mail processed by the U.S. Postal Service.

Mastering postcard formatting is a delicate dance between creativity and compliance – where even a small misstep can cost you dearly.

This guide is your compass in the sometimes confusing world of postcard design. Whether you’re a seasoned marketer or new to direct mail, we’ll navigate the essentials of postcard formatting, demystify the differences between standard and oversized postcards, and reveal common pitfalls to avoid.

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Postcard Layouts: An Overview

When it comes to postcard layouts, flexibility is key. It’s vital to start with the right template, says Carly Brown, customer support manager at Click2Mail.

“You’d want to start with the USPS automation-approved template, based on the fact that your address is going to be in one space and a certain distance from the rest of the postcard,” she says. “They need to know it’s going to hit the OCR (optical character readers) equipment and be readable.”

Click2Mail provides six different format options, each designed to optimize the placement of your content in relation to the address area. These templates ensure that your postcards qualify for postal discounts while allowing you to customize the arrangement of your message and graphics. For a comprehensive overview, check out our direct mail formats guide.

Key Elements of a Properly Formatted Postcard

A well-formatted postcard balances design aesthetics with postal requirements. Here are the essential components to consider:

  • Address Placement: The recipient’s address must be positioned correctly to meet USPS regulations. This typically means maintaining a clear space at a specific distance from the postcard edges. Good addressing is critical for successful mail delivery.
  • Content Arrangement: Your message and graphics should be strategically placed to avoid overlapping with the address area. “The last thing you want to do is design your postcard and realize your best info and graphics are sitting where the address is printed,” Carly says.
  • Call to Action (CTA): Include a clear CTA, such as a phone number or website. As Carly notes, “Sometimes people forget to include that – this age of clicking to get through has addled people’s brains when it comes to the CTA.” Having an effective response device is essential for campaign success.
  • OCR Readability: Ensure that the address is easily readable by Optical Character Recognition (OCR) equipment to qualify for automation discounts. The Intelligent Mail Barcode also plays a crucial role in modern mail processing.

Standard vs. Oversized Postcards

When choosing between standard and oversized postcards, it’s important to understand how formatting requirements differ:

  • Size Considerations: Standard postcards are typically smaller and have stricter size limits. Oversized postcards offer more space for your message but may have different postal rates.
  • USPS Regulations: Both standard and oversized postcards must comply with USPS regulations and service standards, but the specific requirements may vary. For campaign planning, it’s important to understand USPS service standard changes.
  • Design Adaptation: While the basic principles of address placement and clear zones remain consistent, you’ll need to adapt your design to the different dimensions. This might involve adjusting the layout of your content or resizing graphics to fit the chosen postcard format effectively. For large format mailings, consider Every Door Direct Mail (EDDM) options.

Simplify Your Postcard Formatting with Click2Mail

Now that you understand the importance of proper postcard formatting, it’s time to put your knowledge into action. But why struggle with complex design software or worry about meeting postal regulations when Click2Mail can make the entire process effortless?

Why Choose Click2Mail for Your Postcard Formatting Needs?

  • USPS-Approved Templates: Start with pre-designed layouts that ensure your postcards meet all postal regulations right from the start.
  • User-Friendly Interface: Our intuitive design tools make it easy to create stunning postcards, even if you’re not a design expert. The DIY revolution in direct mail marketing has made this more accessible than ever.
  • Multiple Layout Options: Choose from multiple formats to find the perfect arrangement for your content and address placement.
  • Automatic Compliance: Our system ensures your design meets USPS requirements, so you never have to worry about undeliverable mail or extra costs. Bulk address validation is also available to improve delivery rates.
  • Flexible Sizing: Easily switch between standard and oversized postcard options, with our system automatically adjusting formatting requirements.
  • No Minimum Orders: Test different designs without committing to large volumes.

Take the Hassle Out of Postcard Formatting Today

  1. Visit Click2Mail.com: Explore our range of postcard templates and design options.
  2. Choose Your Template: Select from our USPS-approved layouts that best fit your message.
  3. Customize Your Design: Use our easy-to-use tools to add your content, images, and branding.
  4. Review and Approve: Our system will automatically check for compliance with postal regulations.
  5. Print and Mail: Let us handle the printing and mailing, ensuring your perfectly formatted postcards reach their destination.

Don’t let the complexities of postcard formatting hold you back from creating impactful direct mail campaigns. With Click2Mail, you can focus on crafting your message while we take care of the technical details.

Lee Garvey

About Lee

Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.