AQuick answer
Scratch-off cards outperform standard coupon postcards by 3-5× on response rate. The tactile scratch converts a glance into an engagement moment. Coupon postcards remain slightly cheaper per piece, but scratch cards' higher redemption almost always wins on cost-per-acquisition.
Every retail marketer has run coupon postcards. Fewer have compared them head-to-head against scratch-off. Here is how they compare on the metrics that drive marketing spend decisions.
Side-by-side
Feature-by-feature comparison
| Dimension | Scratch-off cards | Coupon postcards |
|---|---|---|
| Response rate | 3-5% typical | 0.5-1% typical |
| Cost per piece (10k qty) | $0.35-$0.60 | $0.20-$0.35 |
| Cost per response | Lower (fewer wasted pieces) | Higher |
| Perceived value | Interactive, gamified | Static offer |
| Best for | Retail, auto, restaurant, service | Broad brand awareness |
| Compliance | Requires prize legend if sweepstakes | Standard coupon legal only |
The verdict
Our recommendation
Verdict
Almost every retail marketer we've printed for who has run a controlled test switches subsequent mailers to scratch-off. The response-rate lift more than covers the extra $0.15-$0.25 per piece.
Frequently asked
Frequently asked questions
Ready when you are
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