The Anatomy of the Handwritten Postcard 

Getting to “inbox zero” is virtually impossible these days.

Shoppers are bombarded daily with emails from what feels like every brand they’ve ever shopped or engaged with. A full inbox is the perfect place for your message to get lost forever. 

Handwritten postcards (and direct mail in general), on the other hand, actually work.

Take menswear brand &Collar, for example. They drove six figures in revenue by sending handwritten mailers to its VIP customers.

With no discounts, no gimmicks—just a thoughtful, tangible message.

The lesson? 

With all the digital clutter out there, a heartfelt thank-you (post)card isn’t just noticed. It’s remembered. So, let’s talk about how to do them right.

The Key Elements of a Great Handwritten Postcard

A generic, computer-printed “handwritten” card? That’s an express ticket to the recycling bin. 

But a truly personal message—one that feels like it came straight from your cool aunt who always sends the best birthday cards—leaves a lasting impression.

Of course, writing thousands of postcards by hand isn’t exactly practical. 

But before we get into solutions, let’s talk about what makes a handwritten postcard actually work.

1. Eye-catching design

The design is the first thing recipients notice. A visually appealing postcard grabs attention faster than a free sample at Costco and reinforces your brand.

Here’s how to design an instantly recognizable postcard:

• Use your brand colors and logo to keep it on-brand.
• Keep the design clean and balanced—don’t overcrowd the card with text or images.
• Incorporate visuals relevant to the campaign (e.g., product images, seasonal themes, or fun illustrations).
• Make use of both sides of the postcard: the front for an eye-catching message or image, and the back for the personalized note and call to action.

Take this birthday postcard from Sofia Vergara’s suncare brand, toty, as an example: 

The front of the card instantly grabs the recipient’s attention with recognizable brand colors, the logo, and a familiar communication style. 

The back is where this postcard shines, though:

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The blue ink, penmanship, and heartwarming message from the founder make the recipient, Nancy, feel truly valued. The discount code is subtly included at the bottom, but there is no prominent CTA in the message.

Instead, the note is all about showing appreciation. 

P.S. At PostPilot, all of our 4"x6" handwritten cards are full-color, two-sided, full bleed, and UV coated on the front, on 12pt stock.

2. Clear and compelling call to action 

A postcard with no next step leaves the recipient wondering what to do. 

A strong CTA guides them toward taking action.

To create a great call to action:

• Make your CTA concise and action-oriented (e.g., “Shop our new collection with your exclusive discount code: TY10”).
• Make the coupon code short + easy to remember (though keep in mind: only 10-30% of customers use discount codes).
• Ensure the CTA stands out visually with bold text or a different font color.

As we mentioned, the CTA doesn’t need to be the focal point of your handwritten message. 

You can leverage the front of your postcard to make the CTA clear right away and reserve the handwritten portion for a more personal touch. 

3. Handwriting that feels real

The joy of receiving snail mail is all about the human-to-human connection. 

The authenticity of handwritten text is the core appeal of this direct mail marketing method. 

If it looks robotic or overly polished, it loses its charm.

(Looking at you, State Farm and other companies who send “handwritten” cards.)

Even if you leverage technology, follow these guidelines when designing your postcard text: 

• Use handwriting styles that are legible but still feel human (slightly imperfect).
• Avoid generic font scripts that scream "computer-generated."
• Test multiple handwriting styles and choose the one that fits your brand tone. Go more playful if you’re a lifestyle brand, or elegant for luxury brands.  

PostPilot’s handwriting tech, though? 

Chef’s kiss. 

We use real pens, real ink, and proprietary robotic technology to mimic human handwriting so well, even your grandma would be fooled. Heck, even the envelope is handwritten and affixed with a real stamp. 

All of our handwriting styles have dynamic variations for letters, spacing, and indentation. No card (or individual word) ever looks the same. 

Think less Terminator, more robot butler who only writes postcards for you.

4. Quality printing and materials

Postcards are tactile, so the feel of the paper and print quality influence the recipient’s perception of your brand. Cheap materials can undermine the effort you put into personalization.

Consider these printing factors: 

• Material: Use thick, high-quality cardstock that feels substantial.
• Finish: Opt for a matte or satin finish for a premium look (glossy can feel less personal).
• Color: Ensure vibrant, sharp printing for any colors or images used.

No matter how great your message or CTA is, your postcard will go straight into the junk pile if it doesn’t feel right. 

5. Personalization

If your postcard starts with “Dear Customer,” you’ve already lost the game. Hard.

The whole point of a handwritten postcard is that it feels human, sincere, and personal. Increase engagement by making your message feel authentic and tailored to the recipient. 

Here are some personalization tips: 

• Use the recipient’s name in the salutation.
• Reference something specific to their interaction with your brand like a recent purchase, loyalty status, or location.
• Avoid overly generic messaging like "Dear Customer." Instead, aim for something like, "Hi Sarah, we’re so glad you loved your last order of [product]!”

All of these elements lead us to…👇

Where Handwritten Postcards Shine

Handwritten direct mail marketing works across the whole customer journey—not just as a thank-you tacked onto your customer’s latest order. 

With digital fatigue setting in, a handwritten note is more personal and fosters trust. 

1. Customer retention and loyalty

A handwritten postcard feels like a thoughtful gesture, reminding customers that they’re more than just a number.

This is especially important to make sure your loyal customers come back to shop with you again and again. 

Example campaigns: 

• A "thank you" postcard after a milestone purchase.
• Personalized loyalty rewards reminders.
• Birthday or anniversary notes with a discount code.

Above is an example from Plum Deluxe. The tea brand scaled its tradition of sending birthday cards to its 10k+ community with PostPilot. 

Plum Deluxe’s handwritten birthday cards solidified customer relationships and yielded an average ROAS of 9.6x and an average CVR of 28.5% (!!). 

2. VIP and high-value customer outreach

For top-tier customers, an extra personal touch shows they’re valued and appreciated. 

Example campaigns:

• Exclusive event invitations.
• Early access to new product launches or sales.

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NBT Clothing uses PostPilot to send personalized handwritten postcards to customers who reach VIP status. 

With a 25% discount code, these customers feel appreciated and incentivized to continue shopping with the brand. It’s a win-win. 

3. Product launches or seasonal campaigns

Create more hype about new product releases by venturing outside the digital world. 

Using out-of-home campaigns like postcards makes new launches or seasonal campaigns feel more exclusive and memorable. 

Example campaigns:

• Announcing a new product or service with an exclusive pre-order link.
• Highlighting seasonal promotions, like a limited-edition holiday collection.

As a highly exclusive brand, Wine by Lamborghini executed the perfect direct mail campaign with its 2023 holiday campaign. 

They thanked customers who had purchased with them that year and hinted at what’s to come in 2024. 

This strategically keeps the brand top of mind during the holiday season—a pivotal time of year for wine brands. 

4. Post-purchase thank yous

We’d be remiss if we didn’t shout out the OG of handwritten mail: the thank-you note.

Adding a human touch after a customer purchase builds loyalty and increases the chances of repeat business.

Example campaigns:

• A thank-you note from the founder or team.
• A year-end thank-you note to your VIP customers. 
• Tips on how to use or care for the product they purchased.

For example, this card was sent from Ben Perkins, &Collar’s founder thanking customers for being part of the newer brand’s journey so far. 

(BTW, this is a serious hustler move: that’s Ben’s actual email address in there!)

And no promo needed—this campaign drove an 8X ROI.

Deliver unforgettable, handwritten mail experiences at scale

Hopefully, you walk away from this inspired to explore the amazing things we can conjure up for your business.

Learn more about what we do at PostPilot. Or, if you're ready to chat, give us a shout.