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.