Letter vs. Postcard: Which Format Works Best for Final Expense Offers?

By Rachel Horowitz | May 7th, 2025 | Final Expense Direct Mail, Blog

Choosing the right direct mail format can mean the difference between a prospect tossing your offer—or picking up the phone.

If you’re a marketer or small business owner using direct mail to promote final expense insurance, one of the first decisions you'll face is this: Should I send a letter or a postcard?

Both formats have proven effective, but they work in different ways—and what works best depends on your goals, audience, and budget. In this post, we’ll break down the pros and cons of each format across three key areas: response performance, cost, and personalization.

Response Rate: Which Gets More Attention?

Letters:

Letters often outperform postcards when the goal is generating a response from serious leads. That’s because they feel more private, more official, and more important—specially when mailed in a plain envelope that mimics personal correspondence.

For final expense offers, where trust and sensitivity are key, letters allow for more in-depth messaging and create a sense of legitimacy. Older recipients in particular aremore likely to open and read a letter, especially if it includes their name, a signature, or official-looking branding.

Best for: Building credibility, explaining benefits, and nurturing warm leads.

Postcards:

Postcards win on immediacy and visibility. There's no envelope to open—your message is seen instantly. This is great for brand awareness or quick reminders, but they often lack the gravitas that final expense offers sometimes require.

While they may get more initial eyeballs, they often generate lower response rates compared to well-crafted letters—unless your call to action is highly compelling and personalized.

Best for: Simple reminders, broad outreach, and fast offers with minimal copy.

Cost: Which Is More Budget-Friendly?

Postcards:

Postcards are usually the cheaper option—both to print and mail. No envelopes, no folding, less ink, and lower postage rates (standard-size postcards can mail for less than letters). If you're sending out thousands of pieces, this can mean significant savings.

Advantage: Ideal for campaigns where you're casting a wide net or testing multiple audiences.

Letters:

Letters cost more due to additional components (envelope, multiple pages, printing, folding, inserting). They also typically require First-Class or Standard Mail rates, which are higher than postcard postage.

However, if you're working with a smaller, high-intent list, the higher cost can be justified by higher conversion rates and stronger leads.

Consideration: Better suited for focused, high-quality prospecting than broad outreach.

Personalization: Which Feels More Tailored?

Letters:

Letters shine when it comes to personalization. You can address the reader by name, refer to their location or age, and even customize parts of the offer. Variable data printing lets you adapt the body text to different demographics or segments—helping your message resonate more deeply.

This is critical for final expense insurance, where trust and relevance are essential to engagement.

Pro Tip: A personalized letter with a handwritten-style font or real signature can dramatically boost credibility and response.

Postcards:

Postcards offer limited personalization. You can include the recipient’s name or city, but space constraints limit how much tailored content you can include. That said, they’re still effective for quick-hit campaigns that prioritize volume over nuance.

Good option: For follow-up touches after an initial letter or phone call.

Final Thoughts: Which One Should You Choose?

There’s no one-size-fits-all answer—but here’s a simple rule of thumb:

• Use letters when you want to build trust, explain details, or connect on an emotional level. They’re especially effective with older prospects who value formality and clarity.
• Use postcards when you want to drive fast awareness, follow up on interest, or test broad outreach without blowing your budget.

Many successful marketers actually combine both—starting with a personalized letter to introduce the offer, followed by a postcard reminder to drive action.

When used together in a smart sequence, letters and postcards can turn a cold lead into a qualified buyer. Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.