Campbell Steven 
There is a specific moment of anxiety that many of my clients face right before launching a direct mail campaign. They have designed a beautiful postcard, crafted a compelling offer, and chosen a magnetic backing. Then, they pause. “Wait,” they say, “I just bought a new refrigerator, and magnets don’t stick to it. If my customers have stainless steel, am I wasting my money?” It is a valid question, and one I hear often at MailProsUSA.
The truth is, the landscape of the American kitchen has changed. The shift toward sleek, industrial-style stainless steel appliances has created a unique hurdle for what used to be the most reliable advertising real estate in the home: the fridge door. However, relying on a single surface type misses the bigger picture of human behavior. When people receive something valuable whether it’s a sports schedule, a local emergency list, or an irresistible pizza coupon they find a way to display it. Understanding how homeowners adapt to modern decor is key to realizing why magnetic marketing remains a powerhouse strategy.
The Science: Why Some Fridges Reject Magnets
To address the “how,” we first have to understand the “why.” Not all stainless steel is created equal. The magnetic properties of your appliance depend entirely on the metal’s composition. High-end, luxury refrigerators often use austenitic stainless steel, which contains high levels of nickel. This nickel alters the atomic structure of the steel, rendering it non-magnetic. If you are targeting ultra-wealthy neighborhoods, this is a factor to consider.
However, the vast majority of standard stainless steel appliances found in middle-class homes are ferritic. These contain iron and little to no nickel, meaning they hold magnets just fine. But for those customers who do have the non-magnetic variety, the “display” problem is easily solved by ingenuity. As marketers, we aren’t just betting on the magnetism; we are betting on the utility of the card itself.
Creative Display Solutions Customers Use
When a homeowner receives a high-quality mailer that they actually want to keep, they don’t throw it away just because it slides off the fridge door. Over years of working with local businesses, I’ve seen that customers are surprisingly resourceful. If your postcard printing is top-notch and the design is visually appealing, it earns its spot through alternative methods.
Many homeowners utilize “fridge clips” with suction cups or non-abrasive adhesive backings specifically designed for stainless steel. Others use the sides of the refrigerator. It is a little-known fact that while the doors of a luxury fridge might be non-magnetic stainless steel, the cabinet (the sides) is almost always painted steel, which is highly magnetic. In many kitchen layouts, the side of the fridge is just as visible as the front, acting as a command center for family schedules and service provider contacts.
The Importance of Brand Value Over Mechanics
The mechanism of sticking is secondary to the desire to keep. This reminds me of a topic we covered in a previous blog regarding MailProsUSA. In that discussion, we highlighted how tangible product quality builds brand trust. The same principle applies here. If your postcard feels cheap or looks cluttered, it will end up in the recycling bin regardless of whether the fridge is magnetic.
If you provide value, the customer will do the work for you. I have seen clients successfully use “call to actions” that encourage retention, such as including a yearly calendar or a kitchen conversion chart. When the utility is high, the homeowner will pin it to a corkboard, tack it to a pantry door, or stick it to a filing cabinet in their home office. The goal isn’t just to stick to a door; it is to remain in the home.
Targeting the Right Households with Data
If you are still concerned about the “stainless steel barrier,” you can mitigate the risk through smart targeting. You don’t have to fly blind. By curating specific mailing lists, you can focus your campaign on neighborhoods that match your ideal demographic profile.
For example, older homes and established middle-income subdivisions are statistically less likely to have high-end, non-magnetic appliances compared to brand-new luxury condos. Furthermore, service businesses like plumbers and HVAC technicians often find their magnets end up on the “beer fridge” in the garage or basement. These secondary units are almost universally magnetic. By understanding who you are mailing to, you can stop worrying about their kitchen decor and focus on their needs.
Saturation Marketing and Brand Presence
Sometimes, the sheer volume of exposure outweighs the nuances of appliance finishes. This is where EDDM (Every Door Direct Mail) shines. When you blanket a local community, you are creating a neighborhood presence. Even if 10% of the homes have non-magnetic fridges and don’t display the card, the other 90% provide enough visibility to create a “network effect.”
When a neighbor visits a friend’s house and sees your magnet on their fridge, social proof kicks in. The physical presence of your brand in the community validates your business. We often advise clients not to get hung up on the outlier scenarios. If you are paralyzed by the fear that a magnet might not stick in one house, you miss the opportunity to be the go-to service provider for the other fifty houses on the block.
FAQs
Can I use special adhesives to make postcards stick to non-magnetic fridges?
As a sender, you can’t pre-apply adhesives that work for everyone, as you risk damaging finishes. However, many homeowners use double-sided removable tape or “Blu-Tack” for non-magnetic surfaces. If your content is valuable enough, they will use their own supplies to hang it up.
Is it better to use a heavier magnet for stainless steel?
A thicker magnet (like 20pt or 25pt) feels higher quality, which increases the likelihood of it being kept. However, a stronger magnet won’t make a difference if the steel itself contains no iron. The focus should be on the print quality and durability of the card so it feels like a premium item worth keeping.
Do magnets scratch stainless steel appliances?
They can if they are slid across the surface while dirt is trapped underneath. This is why high-quality postcard magnets with a smooth backing are essential. Cheap, rough magnets are more likely to be discarded by careful homeowners.
Where else do people put magnets if not the fridge?
Common alternative spots include the side of the microwave, the front of the dishwasher (if magnetic), filing cabinets, tool chests in the garage, washing machines, and magnetic whiteboards in home offices.
Conclusion
So, how do you ensure your postcards are displayed on stainless steel fridges? You focus on creating something worth displaying. While you cannot control the metallurgy of your customer’s appliances, you can control the quality of your message, the design of your card, and the precision of your targeting.
The fear that stainless steel has killed the refrigerator magnet star is largely exaggerated. Through creative placement on the sides of units, secondary appliances, or simply by being too useful to throw away, your marketing materials can still claim their spot in the heart of the home.
If you are ready to plan a campaign that sticks—figuratively and literally visit our blog for more insights and strategies tailored for growing businesses.
