What size postcards work best for EDDM?

EDDM postcards must be at least 6.25" x 9" to qualify for USPS EDDM rates of $0.26 per piece. Popular sizes include 6.5" x 9" (standard), 6.5" x 11" (jumbo), 8.5" x 11" (large format), and up to 12" x 15" maximum. Larger formats typically get better response rates due to increased visibility.

What makes an effective EDDM postcard headline?

Effective EDDM headlines are bold, benefit-focused, and create urgency. Use action verbs, address specific pain points, and keep headlines to 5-8 words. Examples: 'Save 50% on AC Repairs This Week' or 'Your Roof Inspection - FREE Until Friday.' Headlines should be readable from 3 feet away.

How much does EDDM postcard printing and mailing cost?

EDDM postage costs $0.26 per piece through USPS Every Door Direct Mail. Printing costs range from $0.08-$0.20 per piece depending on size, paper stock, and quantity. Total delivered cost typically ranges from $0.33-$0.45 per household, making EDDM one of the most affordable direct mail options available.

What is bleed in postcard printing and why does it matter?

Bleed is the area of design that extends 0.125" (1/8 inch) beyond the trim edge. It ensures no white borders appear after cutting. Always design with bleed for any colors, images, or backgrounds that extend to the edge. Keep important text and logos at least 0.25" from the trim edge in the safe zone.

How do I choose colors that stand out in the mailbox?

Use high-contrast color combinations and bold, saturated hues. Red and yellow create urgency, blue and green convey trust. Avoid colors that blend with typical mail (white, beige). Use your brand colors consistently but add pops of contrast for key elements like headlines and CTAs. Test against a stack of white envelopes.

What is the indicia and where should it be placed?

The indicia is the postage mark that indicates EDDM postage payment. It must be placed in the upper right corner of your postcard's address side. The indicia includes 'ECRWSS' (Enhanced Carrier Route Walking Sequence Saturation) and 'EDDM Retail' or 'EDDM BMEU' text. Your printer or mail house can provide the correct format.

Should I include a QR code on my EDDM postcard?

Yes, QR codes can significantly boost engagement by bridging print to digital. Link to landing pages, special offers, or appointment booking. Make QR codes at least 1" x 1", include a clear call-to-action like 'Scan for 20% Off,' and ensure the destination is mobile-optimized. Track scans to measure campaign effectiveness.

What are the most common EDDM design mistakes to avoid?

Common mistakes include: too much text (cluttered design), no clear call-to-action, poor image quality (under 300 DPI), ignoring bleed requirements, hard-to-read fonts, missing contact information, no expiration date on offers, and designing below EDDM minimum size (6.25" x 9"). Always get a physical proof before printing.

How can I track EDDM postcard response rates?

Track responses using: unique coupon codes per route/drop, dedicated phone numbers or extensions, QR codes with UTM parameters, custom landing page URLs, 'mention this postcard' instructions, and ask new customers how they heard about you. Average EDDM response rates range from 1-5%, with well-designed campaigns reaching 3-5%.

What paper stock should I use for EDDM postcards?

Use 14pt or 16pt cardstock for durability and professional feel. Glossy coatings make colors pop and provide protection, while matte finishes offer an elegant, easy-to-write-on surface. UV coating adds extra durability. EDDM postcards must be between 0.007" and 0.016" thick to meet USPS requirements.

EDDM Postcard Design Tips: The Complete 2026 Guide to...

Every Door Direct Mail (EDDM) is one of the most cost-effective ways to reach local customers, with postage rates of just $0.26 per piece. But here's the truth most marketers miss: the design of your postcard matters more than your targeting, your offer, or even your timing.

A poorly designed EDDM postcard gets tossed in seconds. A well-designed one can achieve 3-5% response rates - that's 30-50 new customers for every 1,000 postcards delivered. This comprehensive guide covers everything you need to create EDDM postcards that convert, from USPS requirements to advanced design psychology.

Before you design, make sure you know your target area. Use our free EDDM tool to select carrier routes and see household counts.

Quick Start: The 3-Second Rule

Your postcard has approximately 3 seconds to capture attention before being discarded. Every design decision should support instant comprehension: bold headline, clear benefit, obvious next step.

What Is EDDM and Why Design Matters

Every Door Direct Mail is a USPS service that allows you to send postcards to every household on selected mail carrier routes without needing a mailing list. You select neighborhoods based on demographics, income, or geography, and your mail reaches every door.

Ready to Plan Your EDDM Campaign?

Use our free EDDM route planner to select carrier routes, see household counts, and get instant pricing. No login required.

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Why EDDM is different from traditional direct mail:

No mailing list required - Target by geography and demographics instead of names
Lower postage - $0.26 per piece vs $0.43+ for Marketing Mail with addresses
Larger formats - Minimum 6.25" x 9" means more design space
Saturation delivery - Every household on the route receives your piece

Because EDDM goes to everyone - not just targeted prospects - your design must work harder to qualify readers and drive action. Generic designs fail. Specific, benefit-driven designs succeed.

EDDM Size Requirements and Specifications

USPS has strict size requirements for EDDM postcards. Your postcard must be larger than a standard letter-size mail piece to qualify for the reduced EDDM postage rate.

Minimum and Maximum Dimensions

Minimum size: 6.25" x 9" (or equivalent area - at least 56.25 square inches)
Maximum size: 12" x 15" (or 180 square inches)
Thickness: 0.007" to 0.016" (approximately 14pt to 16pt cardstock)

6.5" x 9"

Standard EDDM

Choosing the Right Size

6.5" x 9" (Standard) - Most cost-effective, fits easily in mailboxes, adequate space for single offer. Best for restaurants, service businesses, retail promotions.

6.5" x 11" (Jumbo) - Stands out from standard mail, more design space, slightly higher printing cost. Best for real estate, home services, grand openings.

8.5" x 11" (Letter) - Maximum visibility, room for multiple offers or detailed information, premium perception. Best for professional services, healthcare, high-value offers.

Need Help Selecting Routes?

Our EDDM route selection tool helps you target the right neighborhoods based on demographics, income, and home values.

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EDDM Postcard Design Fundamentals

Effective EDDM design follows proven direct response principles adapted for the unique context of saturation mail. Your postcard must work for everyone from first-time homebuyers to retirees on a fixed income.

The Anatomy of a High-Converting Postcard

Every successful EDDM postcard contains these essential elements:

Bold headline (visible from 3+ feet away)
Compelling offer (specific, valuable, time-limited)
Supporting image (relevant, high-quality, emotional)
Clear call-to-action (single, obvious next step)
Contact information (phone, website, address)
Trust elements (reviews, certifications, guarantees)

Visual Hierarchy: Guide the Eye

Visual hierarchy determines the order in which people process your postcard. Without clear hierarchy, readers scan randomly and often miss your key message.

Create hierarchy using:

Size - Larger elements are seen first. Your headline should be the largest text.
Color - Bright colors attract attention. Use your brand's accent color for CTAs.
Contrast - High contrast draws the eye. Dark text on light backgrounds reads fastest.
Position - Top-left to bottom-right reading pattern. Place headline at top, CTA at bottom.
White space - Empty space around elements increases their prominence.

Common Hierarchy Mistake

Don't make your logo the largest element. Your headline should be 2-3x larger than your logo. Customers don't care about your brand name - they care about what you can do for them.

Crafting Headlines That Stop the Toss

Your headline has one job: stop the reader from throwing away your postcard. It must communicate a clear benefit in 5-8 words that can be read at a glance.

Headline Formulas That Work

Formula	Example
Discount + Product + Deadline	"50% Off AC Tune-Ups - This Week Only"
Free + Service + Qualifier	"Free Roof Inspection for Homeowners"
Problem + Solution	"Tired of High Energy Bills? We Can Help"
New + Announcement	"Now Open in [Neighborhood]!"
Question + Benefit	"Want a Cleaner Home Without the Work?"

Headline Design Best Practices

Size: At least 24pt font, preferably 36pt+ for maximum visibility
Font: Bold, sans-serif fonts read faster than serif or script
Color: High contrast against background (dark on light is safest)
Position: Top third of postcard, spanning full width when possible
Length: 5-8 words maximum for instant comprehension

Visual Elements That Drive Response

Images and Photography

Images communicate faster than text. The right image can convey your entire value proposition in a split second.

Image selection guidelines:

Resolution: Minimum 300 DPI for print. Low-res images look unprofessional.
Relevance: Show your product, service in action, or happy customers.
Emotion: Images of people's faces create connection. Smiling faces perform best.
Local context: Recognizable local landmarks increase relevance for EDDM.
Before/after: Transformation images are powerful for service businesses.

Color Strategy

Color affects both attention and emotion. Choose colors strategically based on your goals:

Red/Orange: Urgency, excitement, appetite (restaurants, sales, emergencies)
Blue: Trust, professionalism, calm (healthcare, finance, home services)
Green: Nature, health, money (landscaping, wellness, financial offers)
Yellow: Attention, optimism, caution (calls-to-action, warnings, highlights)
Purple: Luxury, creativity (salons, spas, premium services)

The Mailbox Test

Print a proof and place it in a stack of typical mail (white envelopes, catalogs, bills). Does it stand out? If it blends in, add more color contrast or increase your headline size.

White Space and Layout

White space (or negative space) isn't wasted space - it's what makes your content readable and your key elements prominent.

Margins: Keep at least 0.25" from trim edge for safety; 0.5" looks more professional
Grouping: Related elements should be close together; unrelated elements need space between
Balance: Distribute visual weight evenly to avoid lopsided appearance
Breathing room: Important elements need space around them to stand out

Creating Irresistible Calls-to-Action

Your call-to-action (CTA) tells readers exactly what to do next. Without a clear CTA, even interested prospects won't respond.

CTA Best Practices

Single focus: One primary CTA per postcard. Multiple CTAs dilute response.

Action verbs: Start with verbs - "Call," "Visit," "Scan," "Claim," "Schedule"

Urgency: Add deadline - "Expires 3/15" or "Limited to First 50 Callers"

Visual prominence: Button-style design, contrasting color, adequate size

Easy to complete: Phone numbers should be large and memorable

QR Codes: Bridge Print to Digital

QR codes can significantly boost engagement by connecting your physical mail to digital experiences. When used correctly, they provide tracking data and make response frictionless.

QR code best practices:

Size: Minimum 1" x 1" for reliable scanning
Placement: Clear area around code, not near edges or folds
Instruction: Always include "Scan to..." with clear benefit
Destination: Mobile-optimized landing page, not your homepage
Tracking: Use UTM parameters or unique URLs to measure scans

Print Specifications and Technical Requirements

Understanding Bleed

Bleed is the area of your design that extends beyond the trim edge. It ensures no white borders appear after cutting.

Standard bleed: 0.125" (1/8 inch) on all sides
Trim line: Where the postcard will be cut
Safe zone: 0.25" inside trim line for important text and logos

Any image, color, or graphic that extends to the edge must extend into the bleed area. Never place important content in the bleed area - it will be cut off.

The Indicia: Required Postal Marking

Every EDDM postcard requires an indicia - the marking that indicates postage has been paid. This must appear on the address side of your postcard.

Indicia requirements:

Location: Upper right corner of address side
Content: "ECRWSS" and "EDDM Retail" or "EDDM BMEU"
Size: Approximately 1" x 1.5" clear area

Your printer or mail house will provide the correct indicia format. Do not design over this area on your address side.

Paper Stock Selection

Paper Stock	Weight	Best For
14pt Cardstock	Standard	Most EDDM campaigns, cost-effective
16pt Cardstock	Premium	Luxury feel, high-value offers
Glossy Coating	+UV	Vibrant colors, photo-heavy designs
Matte Coating	+Matte	Elegant look, easy to write on

Common EDDM Design Mistakes to Avoid

Too much text: Cluttered postcards get thrown away. Edit ruthlessly - if it doesn't support your CTA, remove it.

No clear offer: "Quality Service" isn't an offer. "20% Off First Visit" is an offer.

Low-resolution images: Anything under 300 DPI looks pixelated and unprofessional in print.

Missing contact information: Include phone number AND website. Make them large and easy to find.

No expiration date: Open-ended offers don't create urgency. Always include a deadline.

Undersized design: Designing below 6.25" x 9" means it won't qualify for EDDM rates.

No physical proof: Always print a proof before full production. Colors look different on screen vs paper.

Tracking EDDM Response Rates

You can't improve what you don't measure. Track every EDDM campaign to understand what works for your business.

Tracking Methods

Unique coupon codes: Different code for each mailing route or campaign
Dedicated phone numbers: Track calls to specific numbers or extensions
QR codes with UTM parameters: Track scans in Google Analytics
Custom landing page URLs: "yoursite.com/spring-offer" for easy tracking
"Mention this postcard" offers: Train staff to ask and record
New customer survey: "How did you hear about us?"

What Response Rates to Expect

EDDM response rates typically range from 1-5% depending on industry, offer strength, and design quality:

Below 1%: Design or offer needs improvement
1-2%: Average performance
2-3%: Good performance
3-5%: Excellent - your design is working
Above 5%: Exceptional - document what made this work

Ready to Launch Your EDDM Campaign?

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EDDM Design Checklist

Before sending your postcard to print, verify every item on this checklist:

Size and Specifications

Minimum 6.25" x 9" dimensions

0.125" bleed on all sides

0.25" safe zone for important content

Indicia area reserved on address side

Content and Messaging

Bold, benefit-focused headline

Specific offer with deadline

Single, clear call-to-action

Phone number prominently displayed

Website URL included

Visual Quality

All images 300 DPI minimum

High contrast between text and background

Clear visual hierarchy established

Physical proof printed and reviewed

Ready to mail your design? Use our free EDDM route planning tool to select routes and request a quote.

Related Resources

Continue learning about EDDM and direct mail marketing:

Get Professional EDDM Design Help

Creating effective EDDM postcards requires expertise in both design and postal regulations. Mail Processing Associates offers complete EDDM services including design, printing, and mailing - all at competitive prices.

Our EDDM services include:

Professional postcard design
High-quality offset and digital printing
Route selection and demographic targeting
Complete mailing and delivery coordination
Response tracking setup

Request a free quote or call us at (863) 687-6945 to discuss your EDDM campaign.

EDDM Postcard Design Tips: The Complete 2026 Guide to High-Converting Direct Mail