They are not the same print project.
The better format depends on how much information needs to fit, how the piece will be produced, the mailing requirements and the available budget.
Here is the print-buyer's comparison.
Postcards vs. Letters
01
Political Postcards
A postcard keeps the communication exposed.
There is no envelope to open before seeing the printed piece.
From a production standpoint, postcards can also be relatively straightforward:
Trim
Address
Postal preparation
depending on the exact format.
Advantages
- Simple physical format
- Immediate visual exposure
- No envelope required
- Efficient for concise information
- Multiple sizes available
- Well suited to high-volume production
Limitations
- Less room than a full letter package
- Large amounts of copy can become crowded
- Postal specifications must be incorporated into the design
- Oversized formats may fall into different postal categories
02
Political Letters
A letter gives the communication considerably more room.
A simple package might contain:
Outer envelope
*
Letter
A more complicated package could add:
Reply envelope
Insert
Response device
Additional printed material
Each component adds manufacturing and inserting considerations.
Advantages
- More room for detailed information
- Multiple pages possible
- Can support personalized content
- Additional inserts can be included
- Flexible package construction
Limitations
- More physical components
- More production steps
- Inserting may be required
- Envelope printing may be required
- Postage and production structure can differ from a postcard
Side-by-Side Comparison
| Consideration | Postcard | Letter |
|---|---|---|
| Message space | Limited | Greater |
| Envelope | No | Usually |
| Number of components | Usually fewer | Potentially several |
| Production complexity | Typically lower | Typically higher |
| Personalization | Available | Available |
| Large graphics | Strong fit | Possible |
| Long-form information | Limited | Better suited |
Don't Choose the Format Before You Know the Content
This is a common print-buying mistake.
Someone decides:
“We're doing a postcard.”
Then the final copy arrives and requires:
Headline
Multiple paragraphs
Several bullet points
Contact information
Required disclaimer
Additional graphics
Mailing panel
QR code
Suddenly everything is fighting for space.
Start with the amount of information.
Then select the physical format.
Postal Requirements Matter Too
A design that looks good on a computer screen isn't automatically a good mailpiece.
The format needs room for addressing and the postal elements required for the mailing method being used.
For a large mailing, coordinate the mail design and print production before the files are finalized.
Have a quantity already?
Postcard or Letter?
Send us the quantity and basic specifications and we'll help you determine what needs to be quoted.
For higher-volume mail programs, format, data, postage, production and delivery requirements can materially affect the total project. PrintScale can review the actual specifications through its political campaign printing service.
GET DIRECT MAIL PRICINGCan You Personalize Either Format?
Yes, depending on the production method and project.
Variable printing can allow specific information to change from one piece to another.
Examples can include:
- Recipient name
- Address
- Geographic information
- Unique codes
- Version-specific content
Personalization should be planned before production rather than added at the last minute.
What Should You Ask a Printer?
For postcards:
- Finished size?
- Stock?
- Quantity?
- One or two sides?
- How many versions?
- Mailing included?
- Postage included?
- Data included?
For letters:
- Envelope size?
- Number of letter pages?
- Inserts?
- Reply envelope?
- Personalization?
- Folding?
- Inserting?
- Sealing?
- Mailing?
- Postage?
That makes the quote comparable.
The Takeaway
Choose the Format After the Message.
Postcards are physically simpler and work well when the content can be communicated within a limited printed area.
Letters provide more room but introduce additional components and production steps.
Neither format is automatically the right answer.
Choose based on the amount of content, production requirements, mailing plan and budget.
