How to Measure the Success of Postcard Marketing Campaigns

Postcard marketing might seem old school, but it’s still one of the most effective ways to reach the right audience. The trick is knowing how to track and fine-tune each campaign so you’re not just sending postcards into a black hole. With the right metrics in hand, you can see exactly what’s working (and what’s not) before ramping up your next project.

Let’s dive into the core steps that make measuring your postcard success simple and stress-free.

Why Tracking Postcard Marketing Performance Matters

It’s common for marketers to wonder if postcard advertising is worth the investment, especially with the number of digital channels out there. The reality is, mailed postcards can often break through the noise in a mailbox more effectively than an email ever will in an inbox. When you track metrics—like how many people actually respond—you get concrete proof of your postcards’ impact. That peace of mind not only helps you justify spending decisions to higher-ups, but it also confirms that the postcard marketing campaign is meeting your goals.

Set Clear Campaign Goals

Before you even think about how to measure success, you need to define what success means for you. Are you trying to boost brand awareness, get people to sign up for a special event, or sell a new product line? Each campaign goal might have its own desired action, and this will guide the metrics you track. Having well-defined objectives keeps your team focused, saves money, and makes it easier to judge whether your mailing truly hit the mark.

Refine Future Campaigns

One of the best parts about postcard marketing is how much you can learn from each attempt. You might find, for instance, that a postcard featuring a bold design draws more attention than a simpler look. Or you might notice that postcards mailed at certain times of the year perform better than others. By tracking and analyzing these nuances, you’ll have valuable insight you can use to fine-tune your approach. Over time, this ongoing optimization leads to higher response rates, lower costs, and better overall ROI.

Key Metrics That Show Campaign Success

Let’s take a look at the key direct mail KPIs that can help you determine your postcard marketing campaign’s success:

Response Rate

One of the first places to look when gauging success is your response rate. This metric tells you how many people took the action you wanted after receiving your postcard—like calling a dedicated phone number or visiting a specific landing page. A general formula for response rate is:

Response Rate = (Number of Responses / Number of Postcards Sent) x 100

For example, if you mailed 2,000 postcards and received 60 phone calls, you’d have a 3% response rate. This figure gives you a baseline to see if your design, message, or offer hits home with your audience.

ROI (Return on Investment)

Response rate is great, but ROI is what tells you if you’re truly making money from your postcard campaigns. In simple terms, ROI compares the profit you earn from new business (or other tangible results) to the amount of money you spend on everything from design to postage.

If you send out 2,000 postcards at a total cost of $2,000 and bring in $8,000 in revenue from those postcards, your ROI is calculated like this:

ROI = [(Revenue – Cost) / Cost] x 100

In this scenario, that works out to a 300% ROI. Tracking this metric helps you immediately identify whether your postcards are performing well.

Conversion Rate

While the response rate tells you how many people responded, the conversion rate narrows it down to how many of those responders actually converted into customers, subscribers, or whatever the end goal may be. For instance, if 60 people call you after receiving your postcard but only 10 actually purchase your product, your conversion rate is roughly:

Conversion Rate = (Number of Purchases / Number of Responses) x 100

In this example, that would be about 16.6%. It’s important to note that a “conversion” can differ depending on your objective. Some marketers count a newsletter sign-up or a request for more information as a conversion; others only count purchases. The key is to stay consistent.

Additional Direct Mail KPIs

Beyond these big three, there are other direct mail metrics worth looking into. For instance, you could monitor cost per acquisition (CPA), which tells you how much you spend on average to acquire a single customer. You might also measure how often postcards are undeliverable (bounce rate), which can indicate if your mailing list needs an update. Keeping track of these smaller KPIs can help you spot gaps and opportunities for improvement.

Tools and Methods for Measuring Postcard Results

Let’s break down some technology that can help you track your postcard marketing campaign’s success:

Tool #1: Trackable URLs and QR Codes

One of the simplest ways to see if your postcard is driving action is by including unique URLs or QR codes. When recipients type in that specific web address or scan the QR code, you’ll know exactly how many people went there from your postcard. You could send some postcards with one URL and others with a slightly different URL just to test which design, headline, or offer is more effective.

Tool #2: Coupon Codes and Promo Offers

Including a special discount code is another easy way to measure results. For example, your offer might be “10% off with code POSTCARD10.” Anytime a customer redeems that code, you’ll know which campaign brought them in. This not only measures the number of people who responded but also reveals which offers or incentives work the best.

Tool #3: Call Tracking

If your goal is to boost phone inquiries, set up a dedicated phone number for each postcard marketing campaign. This means all calls to that number likely came from the postcard. You can then look at call records to see when calls ramped up or if they dropped off, giving you insight into your postcards’ timing and overall effectiveness.

Tool #4: Direct Feedback and Surveys

Sometimes, the old-fashioned route is still the best. You can simply ask new customers how they heard about your business or which offer attracted them. Whether it’s a quick survey on your website or a question during a phone call, direct feedback can clarify whether your postcard really influenced their decision. While this method isn’t always precise, it’s often a good way to get extra insight into buyer motivations.

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Interpreting Data and Optimizing Future Campaigns

Now that we know how to track and collect data, let’s examine how you can interpret it:

Compare Results Over Time

Keeping records of each campaign is the only way to see true progress. For example, if your postcards reached a 2% response rate last quarter but jumped to 3.5% this quarter, you’ll know those design tweaks or new offers made a real difference. Observing how your metrics change over time also highlights seasonal trends—maybe your products sell best at the start of spring or right before the holiday rush.

Test Different Offers and Designs

No campaign is set in stone. Try sending one batch of postcards with a bold image and another with a more minimal style. Test out different headlines or varying color schemes to see which approach gets the biggest response. This is known as A/B testing and is a helpful way to fine-tune your postcards on the go. If one version clearly outperforms the other, it’s a sign to lean into that design or message for future mailings.

Set Realistic Benchmarks

It’s easy to chase high numbers, but benchmarks should reflect your specific goals, industry norms, and past results. If your average conversion rate for postcards has been around 5%, aiming for 10% on the next campaign might be too big a jump—at least right away. Give yourself incremental targets so you can celebrate small wins and keep morale high. Over time, consistent improvements will lead to significant growth in both responses and revenue.

Get the Support You Need From Presort

Looking to simplify the way you plan, track, and optimize every aspect of your postcard marketing? Reach out today to learn how the team at Presort Inc. can provide the insights, tools, and support you need to measure success at every turn. We’ll guide you through each stage of the process—from creative design to careful data collection—so you can see real results with every mailing.

Don’t let your postcards go unnoticed: find out how to give each one the impact it deserves!