Direct Mail
EDDM postcard checklist: size & USPS rules
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.
EDDM postcard sizes and USPS specs
An EDDM Retail piece has to exceed at least one of these: 6.125" high, 11.5" long, or 0.25" thick, and it can't be larger than 12" x 15" or heavier than 3.3 oz. These are the sizes we print most, with the document size to build once bleed is added.
| Trim size | Document size with bleed | Typical stock | Best for |
|---|---|---|---|
| 6.5" x 9" | 6.75" x 9.25" | 14 pt or 16 pt C2S | The default — stands out next to letters, lowest print cost |
| 6" x 11" | 6.25" x 11.25" | 14 pt C2S | More headline room without jumping to letter size |
| 6.5" x 12" | 6.75" x 12.25" | 14 pt C2S | Coupon strips and multi-offer layouts |
| 8.5" x 11" | 8.75" x 11.25" | 100# gloss cover | Menus, service lists, seasonal catalogs |
| 9" x 12" | 9.25" x 12.25" | 100# gloss cover | Maximum mailbox impact for high-ticket offers |
Pre-press checklist before you approve artwork
Run this list against your proof. Each row is something USPS or the press checks, and each one is a reason batches get held at the counter.
| Check | Requirement | Why it matters |
|---|---|---|
| Size | Exceeds 6.125" high, 11.5" long, or 0.25" thick | Undersized pieces don't qualify for EDDM rates |
| Indicia | EDDM Retail indicia, top-right of the mail panel | A wrong or missing indicia rejects the whole batch |
| Address block | "Local Postal Customer" area kept clear of art | Background art interferes with handling and scanning |
| Bleed and safety | 0.125" bleed all sides, text 0.125" inside trim | Prevents trimmed-off text on a full-bleed design |
| Artwork format | 300 DPI, CMYK, press-ready PDF, fonts embedded | RGB and low-res files shift color or print soft |
| Bundling | Bundles of 50–100, facing slips, PS Form 3587 | Incorrect bundles are refused at the accepting post office |
Order EDDM postcards
We handle the whole campaign in house from our Boston shop: printing, indicia setup, bundling, USPS paperwork, and drop-off at the accepting post office. You don't need a permit or a bulk mail account.
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.
- What size does an EDDM postcard have to be?
- An EDDM Retail piece must exceed at least one of these dimensions: 6.125 inches high, 11.5 inches long, or 0.25 inches thick, and it can be no larger than 12 x 15 inches or heavier than 3.3 oz. The most common sizes are 6.5 x 9, 6 x 11, 8.5 x 11, and 9 x 12 inches.
- Where does the EDDM indicia go on the postcard?
- The EDDM Retail indicia goes in the upper-right corner of the mail panel, with the "Local Postal Customer" endorsement in the address area below it. Keep that whole area clear of background images, tints, and text so the piece is accepted and handled cleanly.
- How much does EDDM cost per postcard?
- Your budget has two parts: the USPS simplified saturation postage rate, charged per address on the routes you select, and printing, which depends on size, stock, and quantity. We quote both as separate line items so you can compare quantities before committing.