Shared postcard vs. Valpak and coupon packs: what is the difference?

Short answer: Valpak mails a blue envelope of separate coupons to targeted households, usually across large areas. A shared postcard like Mailbox Finds is one large card with 16 local businesses, one per category, mailed to every home on selected routes in one neighborhood. Both can work. The right choice depends on how wide you want to reach and how you like to buy.

How Valpak works

Based on Valpak's own public pages:

• Valpak's Blue Envelope of local business coupons mails each month to about 41 million targeted households (Valpak: About us).
• Advertisers can reach households in increments of 10,000, with targeting by demographics (Valpak: Blue Envelope).
• Coupon inserts start at 3 to 5 cents per household mailed, according to Valpak (Valpak: Blue Envelope).
• Valpak says advertising includes design, printing, postage and tracking tools (Valpak: Blue Envelope).

How a shared neighborhood postcard works

• One large 9" × 12" card with 16 local businesses on it.
• One business per category, so no direct competitor sits next to you.
• Mailed by USPS Every Door Direct Mail to every home on selected routes, about 5,000 homes per edition (USPS Every Door Direct Mail).
• Design, printing and USPS delivery included, with a tracked QR code and mention code on every ad.

Side by side

	Coupon envelope (Valpak)	Shared postcard (Mailbox Finds)
Format	Separate coupons inside an envelope	One card, all ads visible at once
Reach	Increments of 10,000 households, can scale widely	About 5,000 homes in one neighborhood
Price	Ask your local Valpak office; inserts start at 3 to 5 cents per household per Valpak	$349 founding spot, posted on our pricing page
Competitors	Ask about category rules in your area	One business per category
Tracking	Tracking and reporting tools, per Valpak	Tracked QR code and mention code on every ad

Who each one suits

A coupon envelope can suit businesses that want to reach many neighborhoods at once, or that want a coupon-style format and targeting by household data. A shared neighborhood card can suit a business whose customers live close by, that wants a simple posted price and wants to be the only one in its category on the card.

Questions to ask any mail vendor

• How many homes, and exactly which areas?
• Will a competitor be in the same mailing?
• What is included: design, printing, postage?
• How will I track responses?
• What proof do I get that it mailed?

Run your numbers in the ROI calculator, or see the Chestnut Hill card. Also see EDDM vs. a shared postcard.

Common questions

What is the difference between Valpak and a shared postcard?

Valpak mails an envelope of separate coupons to targeted households across large areas. A shared postcard is one card with several local businesses, mailed to every home on selected routes in one neighborhood.

How much does Valpak cost?

Valpak says its coupon inserts start at 3 to 5 cents per household mailed. Ask your local Valpak office for a quote for your area and format.

Is there a competitor on the same Mailbox Finds card?

No. Each Mailbox Finds card has one business per category.

How do I know a shared postcard was really mailed?

Ask for the USPS mailing receipt. Mailbox Finds sends the post office receipt for every card, or gives a full refund.

Related guides: How to tell if your postcard worked · How to write a postcard offer people actually use

Written by Kelly Claiborne, founder of Mailbox Finds. Prices quoted from public sources linked above; check them before you budget.