Every Door Direct Mail (EDDM) is a simple and cost effective way to get your message into the hands of local customers. Instead of building or buying mailing lists, the USPS delivers your postcards to every address along a chosen route. It’s a smart way for businesses to target neighborhoods and connect directly with the community.
But sending a postcard isn’t enough on its own the design is what makes people stop, look, and actually read it. A well designed EDDM postcard can spark interest, drive traffic to your business, and set you apart from all the other mail in the stack.
Below, we’ll walk through some of the more important areas to focus on when designing an EDDM postcard:
- Choosing the right size and layout
- Creating a clear, eye catching headline
- Using visuals that connect with your audience
- Keeping your message simple and direct
- Including a strong call to action
By the end, you’ll have practical tips to design postcards that don’t just land in mailboxes, they get noticed and acted on.
Know Your Audience
EDDM gives you the ability to reach every home on a chosen route, but great results come from more than just blanket coverage. The real impact happens when your design speaks directly to the people receiving it.
Before creating your postcard, take the time to understand the demographics of the zip codes you’re targeting. This will help you effectively reach your local target audience. USPS demographic tools and local market insights can be a big help.
For example, a fine dining restaurant reaching upscale neighborhoods might feature elegant imagery, refined fonts, and a polished layout to match the expectations of that audience. A family focused service, on the other hand, should lean into warm colors, friendly photos, and a community centered tone.
Real estate agents often succeed by tailoring their postcard designs to reflect the style and price range of homes in specific neighborhoods, creating an instant sense of familiarity and trust.
Paper Stock Options
Selecting the right card stock and considering the paper thickness is an important decision that can significantly impact the success of your EDDM campaign. Thicker card stock options such as 14PT or 16PT can enhance your postcards' perceived value and durability, making them more likely to be noticed and kept by recipients.
Glossy finishes can make colors pop and attract attention, while Matte finishes offer a more sophisticated and professional look. Ultimately, the best choice depends on your budget, brand aesthetic, and the desired message.
Grab Attention with Striking Images
Your EDDM postcard has only a few seconds to grab attention, so make it visually striking. Start with high impact imagery choose photos that are clear, high resolution, and relevant to your message. The right image should spark an emotional connection and feel authentic, not like a generic stock photo that could apply to any business.
Note: Make sure all images are at least 300 DPI so they look sharp and professional when printed on 14 pt or 16 pt cardstock. Low quality images can make your EDDM postcard design seem unprofessional and turn people off.
Color plays a major role in your postcard design, so choose a palette that matches your brand identity and sets the right mood. For example, warm, inviting colors work well for a family restaurant, while bold, energetic tones suit a gym or fitness studio.
- Red: Creates urgency and excitement, making it great for limited time offers.
- Blue: Conveys trust and reliability, perfect for professional services like real estate or financial planning.
- Green: Suggests growth and prosperity, and orange encourages enthusiasm and action.
A crowded design can overwhelm readers, while intentional spacing helps guide their eyes toward the most important details, like your headline or call to action. A clean, balanced layout is often what makes a postcard look professional and easy to read.
Design Tip: For local businesses, real photos often work better than stock images. Showing your storefront, team, or happy customers helps build trust and feels more personal. A lawn care company, for instance, could feature before and after shots of actual yards in the neighborhood instead of using generic landscaping photos.
The Message: Clear, Concise, and Compelling
Think of your EDDM postcard as a mini advertisement your message needs to be clear, concise, and compelling. Apply the “3-second rule”: within moments, your headline and main visual should communicate exactly what you’re offering and why it matters.
Keep your copy benefit driven, focusing on how your product or service improves your customer’s life rather than simply listing features. For example, instead of “New Arrivals,” say “Save 20% on Your First Purchase” or “Discover Exclusive Styles You Won’t Find Anywhere Else.” Your call to action should stand out with bold, unmistakable language and a contrasting color so it’s impossible to overlook.
Words like “Save,” “Discover,” “Experience,” and “Enjoy” create urgency and excitement, guiding readers toward immediate action. By keeping your message simple and customer focused, you make it easy for recipients to understand your value and respond.
Design Tip: QR codes are a great way to track your campaign’s success while making it easy for recipients to respond. You can see how many people scan the code and what actions they take afterward. Just be sure your tracking system is set up before sending out your every door direct mail postcards.
Don't Overlook the Technical Requirements
It’s easy to get caught up in the creative side of your postcard design, but don’t overlook the technical requirements that make your EDDM mailer eligible to send. USPS has strict guidelines for postcard size and weight, so always double-check before going to print.
The minimum size for an EDDM postcard is 6.5 inches long by 8 inches high, and it must include a designated space for the “EDDM Retail” indicia.
Here’s a quick breakdown of common EDDM postcard sizes to help you choose the right fit for your campaign: postcards must be at least 6 1/8 inches tall or 10.5 inches long on one side, with none longer than 15 inches or taller than 12 inches. Popular sizes include 6.25" x 9", 6" x 11", and 8.5" x 11", all designed to maximize your mailing impact while meeting USPS requirements.
- 6.25" x 9"
- 6" x 11"
- 6" x 9"
- 4.25" x 6" (standard postcard size, smaller than EDDM minimum)
- 5.5" x 8.5"
- 9" x 12" (extra large postcards)
Note: Thickness must be between 0.007" and 0.75", and weight under 3.03 ounces to qualify for EDDM rates.
Make sure the address block follows the specific EDDM format, which is different from standard mail. Instead of individual names, the address typically reads “Local Postal Customer.” These details may seem small, but they are essential for proper delivery. Following the USPS rules closely helps ensure your postcards reach every mailbox without delays.
Leave Room for the Indicia
Every EDDM postcard needs space for the required “EDDM Retail” indicia, the marking that shows postage is prepaid. It’s placed on the address side, usually in the lower right corner, and must be at least 0.5 x 0.5 inches with all capital letters in an 8point font or larger.
This area also needs to stay clear of other design elements so it’s easy for the post office to recognize. Skipping this step is one of the most common mistakes, and it can cause your entire mailing to be rejected.
Instead of leaving it as an afterthought, integrate the indicia naturally into your every door direct mail design. Some businesses even use matching colors or subtle borders to make it blend seamlessly while still meeting USPS requirements. This approach keeps your postcard professional, visually appealing, and ready for delivery.
Measure Results and Refine
Once your postcards are out the door, it’s important to measure how well they’re working so you can refine future campaigns. A simple way to track results is by using tools like unique coupon codes, a dedicated landing page, or even a separate phone number printed on the EDDM postcard. That way, you’ll know exactly how many responses came directly from your mailing.
It also helps to test different approaches over time, maybe one postcard features a bold headline while another highlights a special offer. By comparing which design or message gets the best response, you’ll learn what resonates most with your audience and make your next campaign even stronger.
Final Thought
Strong EDDM postcard design comes down to five core principles: know your audience, use eye-catching visuals, keep your message clear, follow USPS requirements, and track your results. Each campaign is a chance to refine your approach and see what resonates.
When done right, EDDM is a cost effective way to reach your community and drive real action. Whether you’re running your first campaign or fine tuning the next one, applying these tips will help you create postcards that get noticed, read, and acted on.
Ready to launch your next EDDM campaign? Print Cartel offers professional design and printing services to help you create an EDDM postcard that meet USPS guidelines and make a lasting impression. Let us handle the details so you can focus on growing your business.
