Postcard Outreach Playbook

Why postcards still work

Email inboxes are saturated. A physical postcard arrives once, gets pinned to a desk, and survives the delete key. Postcard outreach fits high-value B2B targets, local businesses, and reactivation campaigns where a $0.50–$1.50 per piece cost is justified by deal size.

This playbook covers list → copy → design → mail → follow-up in one repeatable system.

When to use postcards

| Good fit | Poor fit |

|----------|----------|

| ACV $2K+ B2B services | Low-margin consumer products |

| Local service businesses | Broad cold lists with no targeting |

| Re-engaging lapsed clients | First touch with zero research |

| Event invites to a geo | Compliance-sensitive industries without legal review |

Step 1 — Build a tight list (quality > quantity)

Target 200–500 names for a first test, not 10,000.

Sources:

• LinkedIn Sales Navigator export (company, title, city)
• Past CRM contacts who went cold
• Local business directories with owner names
• Conference attendee lists (where permitted)

Minimum fields per record:

First name, Last name, Company, Title, Street address, City, State, ZIP

Verify addresses with USPS CASS/NCOA if your mail vendor offers it. Bad addresses burn budget.

Step 2 — Write the copy (both sides)

Postcards are 4×6 or 6×9. You have ~30 words on the front and ~60 on the back.

Front (visual + hook):

[One bold headline — outcome, not feature]
[Your name / company — small]

Example: "Cut your AWS bill 30% — free 15-min audit"

Back (offer + CTA):

Hi {{FirstName}},

[One sentence: specific pain you solve for {{Company}}.]

[One sentence: proof — number, client, or credential.]

Scan QR → [short URL] or call [number].
— [Your name], [Company]

Rules:

• Personalize {FirstName} and {Company} via merge fields
• One CTA only — QR code plus short URL is fine
• No paragraphs; write like a sticky note

Step 3 — Design specs

| Spec | Standard |

|------|----------|

| Size | 4×6" (first class) or 6×9" (more room) |

| Bleed | 0.125" on all sides |

| Safe zone | 0.25" from trim |

| QR code | Minimum 1×1", high contrast, test scan before print |

| Paper | 14–16 pt cardstock, matte or satin |

| Postage | First Class or Every Door Direct Mail (EDDM) for geo blasts |

Use Canva, Figma, or your print vendor's template. Keep brand colors; skip stock photo clutter.

Step 4 — Print and mail

Vendors: Lob, Postalytics, Click2Mail, or local print shop + Stamps.com

Checklist before send:

• Proof PDF approved
• Merge fields tested on 5 sample records
• QR / URL resolves to a dedicated landing page (not homepage)
• UTM tags on URL: ?utm_source=postcard&utm_campaign=q3-audit
• Phone number tracked or forwarded

Step 5 — Follow-up sequence

Mail is the opener, not the closer. Run this parallel sequence:

| Day | Action |

|-----|--------|

| 0 | Postcard drops |

| 3 | LinkedIn connection request referencing the mailer |

| 7 | Email: "Did my postcard reach you?" |

| 14 | Phone call or voicemail |

| 21 | Final email with case study link |

Track responses in a spreadsheet: Sent | Delivered | Scanned | Replied | Meeting.

A/B test plan (first 400 pieces)

Split into two equal cohorts:

• Variant A: Outcome headline ("Cut AWS spend 30%")
• Variant B: Curiosity headline ("Quick question about {{Company}}'s cloud bill")

Measure QR scans and landing-page conversions. Winner gets the next 1,000.

Compliance notes

• CAN-SPAM does not govern physical mail, but follow-up emails must comply
• Include accurate return address
• Some industries (finance, healthcare) need legal review before claims
• Do not mail to explicit opt-out lists

Budget + copy template

500-piece test: ~$400–900 (print/postage $0.75–$1.50 each + list verification). If cost-per-meeting exceeds target CAC, tighten the list before scaling.

FRONT: [Bold headline — 6 words] + logo
BACK: Hi {{FirstName}}, [pain for {{Company}}]. [Proof]. QR → [short URL] — {{SenderName}}

Ship within two weeks. Data beats debate.