Go beyond digital marketing and send a printed postcard campaign that people can hold in their hands. Target any of your contacts around the world, and we’ll help you reach them — even if their addresses aren’t stored in your list.
In this article, you’ll learn how to create a one-time send postcard campaign in Mailchimp.
Before You Start
Here are some things to know before you begin this process.
- Make sure you’re familiar with how postcards work in Mailchimp, including pricing and delivery estimates. To learn the basics, check out About Postcards.
- To receive a postcard, a contact's first name, last name, and mailing address must be correctly stored and formatted in your list. The first and last name list fields must be associated with the merge tags FNAME and LNAME, respectively. The address list field must be associated with the merge tag ADDRESS. To learn more about how to format mailing addresses for postcards, check out Verify or Format the Address Field.
- For GDPR compliance, you'll want to create and send to segments that only include contacts who have consented to direct mail.
- Postcards do not support merge tags at this time.
- Security and nonprofit discounts do not apply to postcards at this time.
About Address Finder
Address finder is a Monthly paid feature available in one-time send campaigns. When you choose your audience, address finder checks contact data in your list and provides Mailchimp with missing addresses. If you’re a Free or Pay as You Go user, you can test it out when you create your postcard. Address finder doesn’t share address data or add it to your list.
Our address finder tool helps you reach more contacts, but sometimes a recipient’s data may not be available. To ensure you reach everyone in your target audience, we recommend you use GDPR-friendly signup forms to collect and store physical addresses in your list.
The one-time send postcard is designed to be the most simple, easy-to-use postcard campaign in Mailchimp. Send postcards to an audience of one, thousands, or somewhere in between.
To create a postcard, follow these steps.
- Navigate to the Campaigns page.
- Click Create Campaign.
- Click Postcard.
- Click One-time send.
- Enter a campaign name and click Begin.
This will take you to the the postcard builder, where you’ll choose your budget and audience, add your content, and send.
Set Audience and Budget
You can send a postcard to any type of contact, regardless of their email marketing status. The higher your budget, the more people you have the potential to reach.
To set your audience and budget, follow these steps.
- In the To section of the postcard campaign builder, click Add Recipients.
If you have a Forever Free or Pay as You Go plan, you’ll have the option to toggle on address finder to see what the feature can do.
If you have the Monthly plan, address finder will work by default.
- Click the List drop-down menu to choose the list you want to work with.
- Click the Segment drop-down menu to refine your audience. By default, this is set to target All contacts on your list, including unsubscribed and non-subscribed. To target based on a specific group, birthday, or other parameter, you’ll need to create and save a segment ahead of time.
- Enter your Budget.
The more postcards you send, the less you’ll pay per unit. To see the different pricing tiers, click View postcard pricing. The amount you can spend on postcards is limited to $10,000 per day.
- Click Save.
After you save, we’ll scan your list for correctly formatted addresses. Then, we’ll show you the total number of postcards you can send and how much they’ll cost. If you enabled address finder, we’ll include the price of a Monthly plan upgrade.
Choose a main image for the front of your postcard, and add a heading, body text, and optional brand logo to the back. You can also include a promo code from your online store. Content will appear on the preview as you add it.
To add content to your postcard, follow these steps.
- In the Content section of the postcard builder, click Add Content.
- In the Front section, click Browse and choose an image from the Content Manager.
This will be the Main image for your postcard. Here are some things to consider when you choose this image.
- We recommend a minimum image size of 1875-by-1350px to ensure a high-quality print.
- We’ll automatically convert your image to CMYK color.
- Digital photos display darker in print. If your image is very dark, you may want to brighten it a little bit.
- In the Back section, enter a Heading and Body.
- Optional: To include a promo code from your connected online store, check the Include promo code box, then click the drop-down menus to choose a store and code. You’ll need to create the code in your store before you can add it to a postcard.
We’ll track purchases made with this code and display the usage and revenue totals in your postcard report. For the most accurate results, we recommend you create an exclusive promo code for each postcard campaign.
- Optional: In the Logo section, click Browse to choose an image from the Content Manager. This will appear on the bottom left of the back of your postcard.
- Click Save.
Nice job! Now that you’ve designed your postcard, you’ll want to preview it to make sure everything looks good and prints as expected.
When your campaign goes to the printer, they’ll trim the sides so that the design extends to the edges. Our postcard preview tool shows you exactly where they’ll cut, so you can make sure important details won’t be removed.
To preview your postcard, follow these steps.
- Click the preview for the Front or Back of your postcard.
- In the preview modal, toggle on the Show print guides slider.
You’ll see lines that mark the Safe area and Bleed area. Make sure to keep important details, like text, inside the dotted line.
- Review your postcard and click Close to exit the modal.
After you choose your audience, budget, and content, you’ll be able to send your postcard campaign.
To send your postcard campaign, follow these steps.
- When you’re ready, click Send.
- In the Prepare for launch modal, click Send Postcard to confirm.
Great job! Your campaign will display as Processing as we prepare to send your order to the printer. If you have the Mailchimp mobile app, we’ll send a push notification to your phone whenever the status changes.
To view your report, navigate to the Reports section of your Mailchimp account and click the name of your postcard campaign.
Here’s what you’ll find in your postcard campaign report.
- Tracking tool
Follows your campaign from order to delivery. The tracking stages are: Order placed, Sent to printer, Printing complete, Mailed, and Delivered. The Delivered status is currently limited to U.S. recipients.
Matches the tracking tool and includes a timestamp where possible. This will display as “Processing” while we review your order.
Who you chose to receive your campaign.
- Total Postcards
The number of postcards you sent. If your audience includes recipients outside the U.S., we’ll also show you a breakdown of U.S. and international sends.
- Promo code uses and revenue
If your postcard includes a promo code from your connected store, we’ll show you the number of times it's been used, as well as the total revenue generated from those purchases.
Your report will also display the front and back of your finished postcard.