Best Practices for EDDM Postcards
Every Door Direct Mail (EDDM) postcards are one of the most effective ways for small businesses to reach local customers without purchasing a mailing list. When executed correctly, EDDM campaigns can drive foot traffic, phone calls, and local brand awareness at a predictable cost.
This guide covers proven EDDM postcard best practices—from size and paper selection to design, targeting, and measurement—so you can run a campaign that delivers real results. Your first or next marketing campaign using EDDM postcards will be amazing!
What Is EDDM and Why It Works
EDDM is a direct mail service offered by the USPS that allows businesses to mail postcards to every address along selected postal routes. Instead of mailing to a list of names, your postcard is delivered to all homes or businesses within the chosen area.
This approach removes many traditional barriers to direct mail marketing. There is no list purchase, no personalization requirement, and no complex data management. For local businesses, geographic relevance makes EDDM especially powerful.
Whether you're promoting a grand opening, seasonal sale, or new service, reaching the right audience at the right location is critical. EDDM ensures that every mailbox in a selected area has the chance to see your postcard.
When EDDM Is the Right Marketing Choice
EDDM works best for businesses that serve a defined geographic area. If proximity matters to your customers, EDDM can be a reliable way to stay visible within your community.
- Brick-and-mortar retail stores
- Restaurants and cafés
- Gyms and fitness studios
- Home service providers
- Grand openings and special promotions
- Seasonal offers or limited-time events
Businesses that operate nationally or entirely online may see less benefit. But for local visibility, EDDM is often one of the most cost-effective marketing tools available.
Choosing the Right EDDM Postcard Size
Size plays a major role in how your postcard is perceived and its likelihood of being read. Larger postcards stand out more in mailboxes, are easier to read, and feel more substantial in the hand. While they cost slightly more to print and mail, the increased visibility often leads to higher response rates.
| Postcard Size | Best Use Case | Visibility Level | Recommended Viewing Distance |
|---|---|---|---|
| 4.25” × 11” | Slim, attention-grabbing promotions | Medium | 1–2 feet |
| 6.25” × 9” | General promotions, service businesses | High | 2–3 feet |
| 6.25” × 11” | Retail offers, seasonal promotions | High | 2–4 feet |
| 6.25” × 12” | Retail offers, seasonal promotions | High | 2–4 feet |
| 8.5” × 11” | Retail sales, bold offers, menus | Very High | 3–5 feet |
Paper Stock & Finish
Paper quality affects how your business is perceived. Thin or flimsy paper can make your postcard feel cheap, while thicker cardstock signals professionalism and credibility.
| Paper Option | Best For | Overall Impression |
|---|---|---|
| 100# Cardstock (Aqueous Coating) | Budget-conscious campaigns | Professional |
| 16pt Cardstock (Coated) | Premium branding, retail | High-end |
| Gloss Finish | Bright visuals, promotions | Eye-catching |
| Matte Finish | Text-heavy designs | Refined & readable |
Designing an EDDM Postcard That Gets Read
People scan mail quickly, often in just seconds. A clear, focused design dramatically increases the chance your message is read and acted upon.
- Strong, benefit-driven headline
- High contrast between text and background
- One primary image or visual focus
- Clear call-to-action
- Plenty of white space
Successful designs communicate three things instantly: what you offer, why it matters, and what the recipient should do next. Anything that does not support the main action should be removed.
EDDM Postcard Content Guidelines
Clarity beats completeness every time. Every element on your postcard should support the main goal: getting attention and prompting action.
| Include | Exclude |
|---|---|
| Clear offer or value proposition | Long paragraphs of text |
| Business name, logo, and contact info | Multiple competing offers |
| Location or service area | Tiny fonts |
| Call-to-action (website, QR code, phone) | Unnecessary decorative graphics |
Route Selection Best Practices
Route selection determines who receives your postcards. Choosing routes near your business and aligned with your ideal customer improves results.
- Focus on neighborhoods close to your business
- Use demographic insights where available
- Test a few routes before scaling up
- Avoid routes that are too broad or irrelevant
Small, targeted campaigns often outperform broad campaigns because they reach the most likely customers.
How Many EDDM Postcards Should You Print?
There is no universal number, but starting with a test batch allows you to measure response and adjust before committing to larger quantities. Most small businesses start with a few thousand pieces, then scale once they identify which routes and designs work best. The lowest quantity of EDDM postcards that our print company allows is one thousand.
Measuring EDDM Postcard Success
Tracking performance helps refine campaigns and improve ROI. Without tracking, you cannot know what works.
- Unique coupon or promo codes
- Dedicated landing pages or QR codes
- Phone numbers for specific campaigns
- Time-limited offers to measure urgency
Simple tracking methods can provide actionable insights for future campaigns.
| Metric | How It Works | Why It Matters | Recommended Tools |
|---|---|---|---|
| Coupon / Promo Code Redemptions | Assign a unique code to each campaign or route. | Tracks exactly which postcards led to purchases or visits. | Square, Shopify, WooCommerce |
| QR Code Scans | Include a QR code linking to a landing page or online offer. | Measures engagement and drives digital conversions. | QR Code Generator, Bitly, Scanova |
| Dedicated Landing Pages | Send recipients to a unique web page for that campaign. | Tracks online traffic generated by the EDDM mailer. | Unbounce, Leadpages, Instapage |
| Phone Calls / Call Tracking | Provide a specific phone number for the campaign. | Measures direct inquiries and leads generated from the postcard. | CallRail, RingCentral, Twilio |
| In-store Traffic / Visits | Track foot traffic during the campaign period. | Shows real-world engagement from local customers. | Google Analytics with location tracking, RetailNext, Placer.ai |
| Survey / Feedback Forms | Ask new customers how they heard about your business. | Qualitative data to understand campaign effectiveness. | Google Forms, Typeform, SurveyMonkey |
Common Mistakes & Fixes
| Mistake | Impact | How to Fix |
|---|---|---|
| Choosing too small a postcard | Low visibility, low response | Use larger USPS-approved sizes |
| Using cheap or thin paper | Perceived low quality | Select thicker cardstock with quality finish |
| Overloaded design | Confusing message, low engagement | Focus on one offer, clear CTA, white space |
| Poor route selection | Message reaches wrong audience | Target routes near ideal customers and test first |
Frequently Asked Questions
What postcard size works best for EDDM?
Larger sizes (6.5” × 9” or above) usually perform best due to visibility and readability.
Is EDDM better than traditional direct mail?
For local businesses without a mailing list, EDDM is often simpler, cheaper, and easier to execute.
How long does an EDDM campaign take?
From printing to delivery, most campaigns take 1–2 weeks.
Can service businesses use EDDM effectively?
Yes, especially when targeting households within a defined service area.
Do EDDM postcards need to look like advertisements?
They should look professional and engaging, with a clear CTA—design clarity matters more than flashy graphics.
What is the ideal number of postcards to print?
Start with a few thousand to test routes and responses, then scale based on results.
Should I include a QR code?
Yes—QR codes help track response and drive online engagement, especially for promotions or landing pages.
Final Thoughts
EDDM postcards remain one of the most reliable tools for local marketing when executed correctly. The key to success is making smart choices about size, paper, design, targeting, and tracking—not cutting corners. By following these best practices, small businesses can create repeatable campaigns that drive visibility, engagement, and results.
Start printing your EDDM postcards today!