Direct Mail
An EDDM postcard checklist before you print
Every Door Direct Mail (EDDM) is one of the most underrated local marketing channels available to small businesses. It lets you deliver a postcard to every home on a postal route without buying a mailing list, without addressing individual pieces, and at a significantly lower postage rate than standard direct mail.
The catch is that EDDM has strict rules — about size, layout, indicia placement, and how bundles are prepared. A postcard that ignores those rules gets kicked back at the post office, and campaigns get delayed by days or weeks. This checklist covers what to confirm before you send anything to production.
Choosing the right size
EDDM Retail requires that at least one dimension of the postcard be greater than 6.125 inches tall or 11.5 inches wide, or greater than 0.25 inches thick. The most common sizes are 6.5 x 9, 6.5 x 11, 8.5 x 11, and 9 x 12.
Larger cards command more attention in the mailbox but cost more to print. For most local businesses, 6.5 x 9 hits the sweet spot: big enough to stand out next to letters and bills, small enough to keep printing costs manageable.
If you're mailing a menu, a service list, or a coupon grid, step up to 8.5 x 11 or 9 x 12 so the content has room to breathe. Trying to cram a full service list onto a 6 x 9 card almost always backfires.
The mail panel, indicia, and address block
One side of the postcard has to be reserved as the mail panel. It needs a clear address area (usually top-right on the back), the EDDM Retail indicia, and the words "Local Postal Customer" where the address would go.
The indicia is a small printed block that replaces a stamp. USPS provides templates with the exact wording and placement — don't design your own from scratch. If the indicia is off, the whole batch gets rejected at the counter.
Leave the address block area clear of background art, images, or text. Even a light watermark can interfere with automated scanning and cause delays.
One offer, one call to action
The single biggest mistake in EDDM design is trying to say too much. A recipient will decide in about two seconds whether to keep, save, or trash the postcard. If they can't figure out what you're offering in that window, the card is gone.
Lead with one headline that names the offer in plain language: "20% off first oil change," "Free lawn assessment this week," "Two entrées for $29." Skip clever wordplay unless the brand voice absolutely requires it.
Pair the offer with one obvious call to action — call, visit, book online, redeem in-store — and make the response method as friction-free as possible. A QR code, a short URL, and a phone number cover most bases.
Design elements that make cards perform
High-contrast headlines beat pretty typography every time. Recipients read at arm's length, often in poor light. If the headline can't be read from three feet away, redesign it.
Photography of real people, real food, or the actual business consistently outperforms stock imagery. Even a phone photo of your storefront or team feels more trustworthy than a polished stock shot of strangers.
Include an expiration date on any offer. Deadlines drive action, and they also give you a natural window to measure the campaign's response rate.
Route selection and timing
Use the USPS EDDM route selection tool to pick carrier routes by ZIP code, demographic data, and estimated household count. For local services, start with the routes closest to your business and expand outward based on response.
Time your drop with your sales cycle. Restaurants often see the best returns mid-week for weekend traffic; home services perform well ahead of seasonal transitions (spring cleanup, HVAC service, holiday prep).
Plan a follow-up. A single postcard rarely converts on its own. A two- or three-touch sequence — same route, spaced 3–4 weeks apart — usually outperforms a single larger drop.
Frequently asked questions
- Do I need a mailing permit for EDDM?
- EDDM Retail can be paid at the post office counter without a permit. EDDM BMEU requires a permit and is designed for larger volumes.
- How many pieces can I send per day per route?
- EDDM Retail allows up to 5,000 pieces per ZIP code per day, per permit holder. Larger volumes require the BMEU version.