The Ultimate Guide to EDDM® Postcards: Design, Sizes & Best Uses (2026)

Introduction

Digital marketing channels change constantly, but physical mail continues to hold attention. EDDM postcards remain one of the most reliable ways for local businesses to reach nearby customers without relying on email inboxes, algorithms, or paid ad competition.

Because postcards don’t require envelopes and are easy to read at a glance, they consistently generate strong visibility for restaurants, service companies, real estate professionals, and retail stores. When designed correctly, they can drive calls, visits, and bookings within days of delivery.

This guide explains how EDDM® works, how to choose the right postcard size and paper, and how to design campaigns that actually convert.

What Is EDDM® and Why It Still Works

EDDM® (Every Door Direct Mail®) is a USPS program that allows businesses to mail postcards to every household within selected carrier routes or ZIP codes. There’s no need to purchase a mailing list, which makes it especially attractive for local marketing.

Instead of guessing who might need your services, you reach everyone in a defined area. This approach works well for:

Home services and contractors
Restaurants and local retailers
Medical, dental, and fitness businesses
Real estate agents and property managers

Many businesses pair EDDM campaigns with broader direct mail marketing services to streamline targeting, printing, and delivery.

Choosing the Best Postcard Size for EDDM® Campaigns

Postcard size plays a major role in visibility and response rate. USPS requires EDDM postcards to meet specific size guidelines, but within those limits you have several effective options.

Popular EDDM® Postcard Sizes

6" × 9" – The most common choice and a strong balance of cost and impact
6.5" × 9" – Slightly larger for increased presence in the mailbox
8.5" × 11" – Maximum visibility and space for messaging

Larger postcards naturally attract more attention, which makes them ideal for promotions, grand openings, and service offers. If your goal is visibility, size is one of the easiest ways to stand out.

EDDM® Postcard Design Principles That Convert

Lead With One Clear Message

Postcards perform best when they communicate a single, focused message. Avoid trying to explain everything about your business. Instead, highlight one strong offer or benefit.

Examples include:

“Grand Opening — 20% Off This Week Only”
“Local HVAC Tune-Ups Starting at $79”
“Free Consultation for New Homeowners”

Make It Easy to Read Quickly

Most people glance at a postcard for only a few seconds. Use bold headlines, short bullet points, and plenty of spacing so the message is clear at arm’s length.

Always Include a Clear Call to Action

Your postcard should tell the reader exactly what to do next. Effective calls to action include:

Call today
Visit our store
Scan to book online
Bring this card for a discount

QR codes work especially well because they allow instant action from a smartphone.

Paper Stock and Finish: Why It Matters

The way your postcard feels influences how your brand is perceived. Thin or flimsy cards often get discarded, while thicker stock feels more credible and professional.

Common Finish Options

Gloss finish: Best for bold colors and photography
Matte finish: Clean, modern, and glare-free
Heavy cardstock: Creates a premium impression

For most businesses, upgrading paper thickness provides one of the highest returns on investment.

Best Uses for EDDM® Postcards

Local Promotions and Seasonal Campaigns

EDDM postcards are ideal for limited-time offers, seasonal sales, and new product announcements. Because delivery is guaranteed, your message reaches every household in your selected area.

Real Estate and Professional Services

Real estate agents and service providers use postcards to stay visible within neighborhoods and build familiarity over time. Consistency matters more than complexity.

Multi-Channel Marketing Support

Postcards are most effective when they support other marketing efforts such as social ads, landing pages, and email follow-ups. Many businesses rely on direct mail marketing services to coordinate these efforts efficiently.

How to Track Results From EDDM® Campaigns

Tracking turns direct mail into a measurable marketing channel. Common tracking methods include:

QR codes that link to a dedicated landing page
Unique promo codes printed on the card
Dedicated phone numbers for calls

Even simple tracking can provide valuable insight into what messaging and offers perform best.

Common EDDM® Mistakes to Avoid

Overcrowded layouts with too much text
Weak or missing calls to action
Low-quality paper stock
No tracking method

A clean design and a clear goal will outperform complex layouts every time.

Conclusion: Why EDDM® Postcards Still Deliver

When executed properly, EDDM® postcards remain one of the most effective tools for local outreach. They are simple, tangible, and highly visible — qualities that many digital channels struggle to replicate.

If you’re planning a local campaign, start with professionally printed postcards designed for neighborhood targeting. Custom EDDM postcard printing gives you the flexibility to choose sizes, paper stocks, and finishes that align with your goals.