As with most things, rarity and desirability play a large part. The thing I like about postcards is that there is no guide. You can check recent auctions from Legendary, REA, Heritage and type in Postcard to see various cards selling and get an idea of what cards can go for.
Where do your interests lie? Since postcards can contain almost any subject matter and team and player, do you have your eyes set on any particular aspect? There are sets of postcards like the Cleveland Shop, American League Publishing, Topping & Co, Novelty Cutlery, etc. and then there are small run (perhaps even one off) RPPCs which are basically photos with a postcard back.
I think postcards, like with anything, dip your toes in the water and you'll see the lay of the land.
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