IRL marketing: unlock the power of Postcards for direct mail 

Old-school marketing is back.

The average person is exposed to around 4,000 to 10,000 ads each day.

With a colossal number of brands vying for attention, how can your brand stand out, get noticed, and inspire action?

The answer might be surprisingly old-school: direct mail.

While many companies focus on crowded digital channels, direct mail offers a refreshing opportunity to stand out. It’s a physical piece of marketing—like a Postcard, Flyer, or Brochure—that a recipient can hold in their hands. From home delivery and in-store distribution to trade show giveaways and packaging inserts, direct mail is all about connecting with people offline in ways your competitors might not even be considering. 

And it works. Unlike email marketing, which has an open rate of 20 to 30%, direct mail commands attention, with 90% of it opened.

We spoke to Matt Flight, Head of CRM at MOO, about how direct mail works and why it’s a powerful option for brands looking to cut through the digital noise and get noticed.

Direct mail gets people feeling emotional

“In a digital setting, attention is fleeting—you’re an Instagram notification away from being forgotten,” Matt says. “Direct mail is an analog touchpoint that gives you more time to make an impression.”

Consumers are bombarded by overflowing inboxes and endless media feeds. But the tangible nature of direct mail is experiential—it creates a connection between your brand and your audience by physically putting something into their hands. Studies show that 57% of people feel more valued when they receive mail, and this emotional connection can translate into brand loyalty and trust.

It sticks out and sticks around 

Direct mail offers something real and refreshing. Best of all, it doesn’t vanish with a swipe. “An analog touchpoint takes just a bit more thought and human effort than a digital interaction,” says Matt. “A tangible postcard stays visible—it’s not just another email to delete.”

“A tangible postcard stays visible—it’s not just another email to delete.”

But it’s not just the physical nature of direct mail that makes it effective—it’s how the human brain engages with print. Direct mail stands out because it’s easier to process and leaves a lasting impression. Here’s what the data shows:

  • Direct mail uses 21% less brainpower than digital ads, making it easier for people to process and remember your message.
  • It gets 108 seconds of attention on average. That’s significantly longer than social media, where only 9% of ads hold attention for more than one second.
  • It’s 40% better at winning customers. Campaigns that include direct mail are much more likely to achieve standout results in customer acquisition.

Direct mail catches attention, holds onto it, and creates a lasting connection between your brand and your audience.

Postcards are the perfect print option for direct mail campaigns

They’re versatile, cost-effective, and designed for immediate impact. No envelopes to open, no extra steps—just your message, front and center.

Postcards also shine when it comes to bridging the gap between physical and digital marketing. By integrating digital elements or personalized URLs, you can create a seamless customer journey that connects the tactile experience of receiving mail with actionable online engagement.

“As a company that does its business digitally, we like to use QR codes to make sure customers land exactly where we need them to,” says Matt.

With their simplicity, impact, and ability to combine the best of offline and online, postcards are brilliant for direct mail campaigns.

How to use Postcards for direct mail

Matt believes that direct mail can benefit brands of all shapes and sizes. “Whether you’re a family business trying to drive foot traffic to your physical storefront or a major e-commerce retailer sending a birthday offer to build customer loyalty—direct mail can be a very tangible way to keep your brand top of mind.”

Here are some ideas on how you could use postcards in your direct mail campaigns:

  • ‘Save the date’ announcements: Perfect for events like product launches, store openings, or even corporate anniversaries. A beautifully designed postcard creates excitement and sets the tone for what’s to come.
  • Direct website traffic: Include a bold call-to-action with a QR code or personalized URL that invites recipients to explore and engage with your brand online.
  • Get creative: Incorporate playful designs where recipients can only see the full message by folding the postcard a certain way or viewing it under a colored filter. This adds an element of curiosity and fun to your campaign.
  • Announce new products or services: Keep your customers in the know about your latest launch. Postcards are ideal for delivering high-impact visuals and concise information to generate some buzz.
  • Re-engage lapsed customers
    Remind customers of what they’re missing. Include a personalized message or a special incentive to bring them back, like a discount or free gift.
  • Build brand loyalty
    Surprise your loyal customers with a thank-you postcard or a birthday greeting. Adding a small gesture, such as a free gift, builds a connection to your brand.

Deliver more than just a message with MOO

Explore Postcards and MOO Business Services to see how you can create campaigns that leave a lasting impression. Let’s bring your ideas to life—one piece of direct mail at a time.

To get started, fill in this simple form, and one of our team members will be in touch. 

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