In 2019, the U.S. Postal Service maintained a lower postcard rate designed to keep direct mail affordable for marketers and nonprofits. This evergreen explainer clarifies what qualifies as a postcard, outlines pricing and timing rules, compares costs to letters, and highlights format and design best practices. Use this reference to plan efficient mail campaigns and avoid common compliance issues that can trigger higher letter prices.
Postcard Basics in 2019
A USPS postcard in 2019 had to meet specific size and aspect rules to qualify for the lower postcard price. The format was intended for single-piece, rectangular mail that did not require an envelope, helping reduce handling steps and costs. Because postcards are less expensive to process than letters, they are commonly used for time-sensitive notifications, promotional announcements, and simple direct mail pieces. To maintain compliance, mailers had to adhere to published size limits and avoid design or addressing features that required manual intervention.
Eligible Postcard Dimensions
The 2019 postcard rate applied only to pieces within a strict size range. Pieces outside these dimensions were typically charged as letters or higher categories, so verifying dimensions before printing was essential to control costs.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Minimum length | 5 inches | USPS Publication 52 |
| Maximum length | 6.125 inches | USPS Publication 52 |
| Minimum height | 3.5 inches | USPS Publication 52 |
| Maximum height | 4.25 inches | USPS Publication 52 |
| Minimum thickness | 0.007 inch | USPS Publication 52 |
| Maximum thickness | 0.016 inch | USPS Publication 52 |
2019 Pricing and Rate Structure
The postcard rate in 2019 was designed to provide a discount relative to the First-Class Letter price, reflecting simpler handling and sorting. Pricing varied slightly by region, with lower rates for mail sorted into local delivery barcodes and higher rates for non-barcoded or entry-required pieces. The rate was available for delivery within the contiguous United States, with different, higher prices for Alaska, Hawaii, and Puerto Rico. Marketers were encouraged to use automated or line-of-ninea discounts and to track postage credits when weighing the total cost of their campaigns.
Key Rate Components
- Base postcard price for standard, non-barcoded pieces in the contiguous U.S.
- Reduced price when a barcode or IMb entry was applied
- Higher prices for non-rectangular shapes, oversized pieces, or those requiring extra handling
Postcard vs Letter in 2019
The primary trade-off in 2019 was speed versus cost. Letters accepted the First-Class price if they exceeded postcard size limits or included envelopes, but they moved through automated processing faster when standardized. Postcards avoided envelope costs and often delivered at a lower base rate, yet they could require more manual handling if they did not meet strict formatting rules. Understanding this balance helped mailers choose the right format for reach, timing, and budget.
Format Comparison Snapshot
| Comparison Factor | Postcard (2019) | Letter (2019) |
|---|---|---|
| Price (contiguous U.S., non-barcoded) | Lower base rate | Higher base rate |
| Processing speed | Standard, potentially manual review if non-compliant | Faster through automation when standardized |
| Envelope required | No | Typically yes |
| Typical use cases | Promotions, announcements, simple notices | Detailed content, personal correspondence, time-sensitive billing |
Design and Compliance Considerations
Even in 2019, a postcard could be rejected or charged at a higher rate if addressing, return sender information, or layout did not meet USPS standards. Critical requirements included a clear delivery address, readable return address, and adherence to size and thickness rules. Avoiding window envelopes, minimizing overprints on the address area, and using plain, non-stiff paper helped keep pieces in the postcard category. Mailers that needed extra messaging space often paired a postcard with a separate letter, understanding that this combination typically qualified as a letter with increased prices.
Operational Best Practices
To get reliable pricing and avoid delays, plan around bulk preparation early. Print to final dimensions, proof addresses, and run barcode or IMb entry whenever possible to secure the lower 2019 postcard rate and improve deliverability. Coordinate timing with USPS deadlines for your specific rate class, and track post-shipment metrics such as delivery confirmation and return rates. For campaigns that included sensitive or regulated information, validate compliance with both USPS rules and any applicable industry requirements before release.
Conclusion
The 2019 USPS postcard rate remained a cost-effective option for simple, visually focused mail when the format fit within defined size and design rules. By using correct dimensions, maintaining compliant addressing, and leveraging automation discounts, mailers could reliably benefit from lower postage and streamlined handling. This evergreen overview equips you to evaluate whether a postcard format aligns with your campaign goals and to implement practical steps that reduce risk and control costs.