5 Ways to Track Your Postcard Marketing Success

Recently updated on July 31st, 2025 at 04:21 pm

Sending postcards as part of a direct mail marketing campaign is common for businesses. However, to ensure that your investment in printed postcards is worth it, it’s important to track specific metrics that can determine the success of your campaign. Below are five postcard marketing metrics that can help you monitor the performance of your targeted direct mail messages and increase sales and leads.

1. A Custom URL

Are you launching a specific product or series of items on the postcard campaign? Are you promoting a particular event to connect with your customers? Lead recipients to a custom URL they can visit to get more information about the product or the occasion. Based on the URL, you can track its analytics, like the number of people who visit, the number of clicks on the page’s links, and other forms of engagement on the site. To help customers easily access the link, print a QR code they can scan for the custom URL to open on their phone. QR codes in marketing are another way to measure and ensure metrics from your postcard campaign effectively.

2. Coupon Codes

Another metric you can track is a coupon code specific to your postcard. Send out an exclusive code customers can type in when they check out their items. Based on the number of entries and purchases with the code, you can see how many people read and followed the call to action on the postcard. You can also use the code to observe the discount or coupon customers prefer with their purchases.

3. Response Rate

Direct mail response rate is the most common way to measure a postcard campaign’s success. To calculate the exact response rate, follow the formula below:

Number of responses received x 100 = Response Rate

Number of postcards mailed

The response rate for a campaign that sends out 500 postcards and receives five responses is 1%.

You’ll also need to measure the responses received with a concrete method. Depending on your campaign strategy, base the number of responses on one of the following:

• Online or in-store purchases
• Social media follows or subscriptions
• Email list subscriptions
• Phone calls

But how will you know if the response rate is a good number? According to the Data and Marketing Association, 9% is the average response rate for direct mail campaigns. However, a successful response rate will also depend on your campaign type. For example, offering a freebie or free event entrance is likely to result in a higher response rate than offering purchase discounts. Don’t rely solely on how big or small the number is—consider the type of response and the level of commitment it demands from your customers.

4. Response Quality

A response rate gives you a measurable rate, but you should also consider the response quality. Qualitatively assessing the response helps you accurately review if the postcard campaign reached its goals. To effectively analyze the campaign’s response quality, ask yourself these questions based on the answers you’ve received:

• If you’re leading recipients to a product or landing page, do a significant number make a purchase? The campaign may not be effective if you’re only measuring site visits and they don’t even reach the add-to-cart stage.
• If the goal is to raise brand awareness, then you want to measure how long customers stay on the site. Campaigns promoting social media can also look at how many new followers like and engage with the account after the campaign.

5. Return on Investment Rate (ROI)

Designing and printing postcards involves time, money, and effort. Measuring the direct mail campaign’s ROI helps you determine if the sales conversion could shoulder or exceed how much you spent on postcard production. Use this formula to get the exact ROI:

Net profit of campaign x 100 = ROI

Overall campaign cost

You can expect significant results as the Associate of National Advertisers (ANA) reports that mailed postcards produce the best ROI. Coupled with a strong response rate, ROI assures you’re implementing the right strategy and engaging with the right audience.

Customize Direct Mail Postcards for Your Next Campaign

Ready to send out direct mail postcards? Customize a design that includes your measurable metrics on NextDayFlyers. You can Choose from standard sizes, die-cut shapes, and unique prints like spot UV to distinguish your custom postcard design. Fast printing turnaround times are available if you’re on a tight schedule and must send them out immediately. Explore your options with us today.