Running a B2C Postcard Campaign With Demographic Targeting

Direct mail still delivers results—especially when paired with filtered household data. Learn how to use criteria like age, income, and homeownership to create a high-response print campaign.

In a world where inboxes are overstuffed and banner ads are quickly scrolled past, one classic marketing channel is quietly making a comeback: the postcard.

Yes, really. Direct mail is having a moment—especially in B2C marketing. What’s changed? Two words: better data.

Today’s direct mail campaigns aren’t one-size-fits-all coupon blasts. They’re carefully curated, data-fueled experiences that land right in the homes (and hands) of the people most likely to care.

Let’s walk through how to run a postcard campaign that doesn’t just look pretty—but performs.

The Data-Driven Difference

Targeting has always mattered in marketing. But now, with access to refined household marketing data, small businesses can filter audiences by income, age, homeownership status, presence of children, credit card use, and even lifestyle preferences.

Platforms like Salesfully let you filter and download customized mailing lists to support these efforts. For instance, if you're selling solar panels, you might start with homeowners earning over $80K in sunny zip codes. If you're promoting organic baby food, households with toddlers and a penchant for Pinterest are gold.

The Data & Marketing Association found that response rates for direct mail campaigns can reach up to 9% for house lists—compared to under 1% for most digital ads.

Response Rate Comparison Chart

Channel	Average Response Rate
Direct Mail (House List)	9%
Direct Mail (Prospect List)	4.9%
Email	1%
Paid Search Ads	0.6%
Social Media Ads	0.4%

Demographic Filters That Drive Results

According to the USPS, 77% of people sort through their physical mail as soon as they get it. That gives you a golden moment of attention—but only if you’ve done the homework.

Top filters to consider:

• Age group (Millennials still love mail)

• Household income

• Gender

• Presence of children

• Homeownership vs. renting

• Length of residence

• Purchase behavior or intent

Platforms like Experian and Melissa provide demographic overlays, while companies like Salesfully allow for list customization without the enterprise-level spend.

According to Lob’s 2024 State of Direct Mail report, 74% of marketers agree that direct mail delivers the best ROI when personalized and timed with key life events (e.g., new move, new baby).

Sample Postcard Layout With Targeted Messaging

→ Front: “We Heard You’re New in Town—Here’s 20% Off Our Cleaning Service!”

→ Back: Personalized QR code, localized address, and map.

Execution Tips (AKA How Not to Waste Stamps)

1. Start With a Clear CTA

   Keep it punchy. “Call now,” “Book today,” “Scan here”—the simpler, the better.

   
   

2. Don’t Skimp on Design

   A well-designed postcard increases brand credibility. Tools like Canva and VistaPrint offer templates optimized for print.

   
   

3. Personalization Wins

   Variable data printing lets you insert first names, custom offers, or location-specific deals on each card. Tools like PostcardMania make this easy to manage.

   
   

4. Integrate With Digital

   Add a unique URL or QR code to track results. Combine your postcard drop with a follow-up email or social retargeting campaign to stay top of mind.

“Direct mail cuts through the digital noise. When it’s well-targeted, it performs better than nearly every online channel,” says Neil Patel, digital marketing expert and co-founder of NP Digital.

Direct mail isn’t just for pizza coupons anymore. With access to filtered data, businesses can craft postcard campaigns that speak directly to their audience’s needs, lives, and interests.

Because when you send something useful to the right mailbox at the right moment—it gets noticed.