Why Postcard Size Matters: Choosing Between a 4″ x 6″ and 5″ x 7″ card

Postcards – even a modest marketing budget can make use of them, but there are so many different postcard sizes, how do you choose? Let’s consider the two most popular sizes – the 4×6 and the 5×7.

When Graphics Count . . . use 4×6!

• Space
  To visualize a 4×6 postcard picture a typical travel postcard – these are often 4 x 6. This means there is room for a great graphic, a few lines of promotional copy and the address.
• 4×6 Marketing Thoughts
  This is a good size for special events, invitations, and promotions. Keep in mind that people typically use the 4×6 in landscape format so you might want to use yours as a 6×4 (portrait) to be a little different so you stand out more. And if you really want a distinctive look that jumps out from the junk mail crowd you might consider a 4×6 with a die-cut shape. These are still mail-able and you can even design your own perforated shape.
• Mailing Cost – affordable!
  A 4 x 6 postcard qualifies for presorted first class mailing. To mail 100 it will cost you $27.00 (in Dec. 2008).
• Printing Cost
  You can have 100 printed for $17.95 or 1000 printed for $34.95 (at Next Day Flyers). This means you can print and mail 4×6 postcards to 100 potential customers for $44.95.

When copy is King . . . use 5×7!

• Space
  The additional space is the primary reason to use the 5×7. A 5×7 postcard gives you about 45% more space than the 4×6. This means you can put 9 lines of text on a 5×7 card, 3 more lines than if you were using a 4×6 – and still have plenty of white space.
• 5×7 Marketing Thoughts
  In general the 5×7 postcards are a better size for promotions than the 4×6 because of the additional space. And the 5 x 7 postcard is much wider than a typical #10 envelope so it naturally stands out from other mailed items
• Mailing Cost
  To mail 100 5 x 7 postcards the cost will be $42.00 (in Nov 2008).
• Printing Cost
  You can have 100 printed at Next Day Flyers for $41.95 or 1000 printed for $60.95. This means you can print and mail 5×7 postcards to 100 potential customers for $83.95.

The long and short of it:

Postcards force you to focus your message to short powerful phrases that zero in on the essence of your promotion, get your audience engaged quickly and improve your return – which is obviously good. Keep in mind: postcard sizes range way beyond the 4×6 and 5×7, all the way up to 8.5×11. So determine what you need to say, how many lines it takes to say it and choose your postcard size wisely.