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Marketing & Direct Mail

Direct Mail & Every Door Direct Mail (EDDM) Guide

Direct mail is one of the most effective ways for local businesses to reach customers. This guide explains how standard direct mail and EDDM work, which postcard sizes qualify, when to use a mailing list versus a carrier route, and how to avoid the mistakes that delay or waste campaigns.

What Is Direct Mail?

Direct mail is any printed marketing material sent through the postal system to a physical address. It includes postcards, letters, catalogs, brochures in envelopes, and self-mailers. Unlike digital ads, direct mail arrives physically in someone's hands — which gives it a higher open rate than email for most local campaigns.

There are two main approaches:

• Targeted mailing list: You send to a specific list of addresses — your existing customers, a purchased demographic list, or a curated business list. Each piece has a unique address printed on it.
• Every Door Direct Mail (EDDM): You send to every address on one or more USPS carrier routes. No mailing list is needed. You select routes by ZIP code and USPS delivers to every home or business on those routes.

When EDDM Makes Sense

EDDM is a strong fit when:

• You want to reach everyone in a geographic area — not just people who match specific criteria
• Your business serves a local radius (restaurants, dentists, realtors, home services, retail stores)
• You do not have or want to purchase a mailing list
• You want the lowest possible postage rate
• You are running a grand opening, seasonal promotion, or new-mover campaign

When a Targeted Mailing List Is Better

A mailing list makes more sense when:

• You need to reach a specific demographic (age, income, homeownership, business type)
• You are mailing to existing customers or leads from a CRM
• You want to send to scattered addresses across a wide area rather than contiguous routes
• You need to personalize each piece with the recipient's name

EDDM vs. Targeted Mailing List

Factor	EDDM	Targeted Mailing List
Mailing list required	No	Yes (purchase or provide your own)
Targeting method	Geographic (carrier routes by ZIP)	Demographic, behavioral, or custom
Postage cost	~$0.22/piece	~$0.35–$0.65/piece (varies by class)
Minimum quantity	200 per ZIP	No minimum (but uneconomical below ~200)
Personalization	None (no names/addresses printed)	Full (name, address, variable data)
Size requirements	Must exceed letter-size dimensions	Standard postcard sizes accepted
Best for	Local saturation — restaurants, retail, services	Targeted campaigns — B2B, re-engagement, luxury

Postcard Sizes for Direct Mail

Not every postcard size works for every mailing method. Here are the common sizes and their mailing eligibility:

Size	Standard Mail	EDDM Eligible	Common Use
4 × 6 in	Yes	No (too small)	Basic promotions, appointment reminders
5 × 7 in	Yes	No (too small)	Invitations, thank-you cards
6 × 9 in	Yes	No (under 6.125 × 11.5)	Targeted mail campaigns
6 × 11 in	Yes	No (under 6.125 × 11.5)	Targeted mail, real estate mailers
6.5 × 9 in	Yes	Yes	EDDM campaigns, restaurant menus
6.5 × 12 in	Yes	Yes	EDDM campaigns, service promotions
8.5 × 11 in	Yes	Yes	EDDM menus, full-page promotions

Design Considerations for Direct Mail

Front Side

• Lead with a clear headline or offer — you have about two seconds of attention
• Use one strong image rather than a collage
• Keep text large and readable from arm's length
• Include your business name and logo prominently

Back Side (Mailing Side)

• Reserve space for the address block (USPS requires specific placement)
• For EDDM: print "LOCAL POSTAL CUSTOMER" instead of an individual address
• Include a clear call to action — phone number, website, QR code, or coupon
• Do not put critical content in the address area — it will be covered by the mailing label on targeted mail

Paper and Finish

• Use at least 14pt cardstock for any mailed postcard — thinner paper will bend or jam in postal equipment
• Gloss coating on the front makes images pop and protects against handling
• If recipients need to write on the card (RSVPs, coupons), leave the back uncoated or use matte
• UV coating adds durability for pieces that will sit on counters or refrigerators

Postage and Bundling Basics

EDDM Postage

EDDM uses the USPS Marketing Mail rate — currently about $0.223 per piece. You pay at the post office when you drop off the bundled mail. Each bundle must be rubber-banded in groups matching the carrier route, with a facing slip on top. You can mail 200–5,000 pieces per ZIP code per day.

Targeted Mail Postage

Targeted direct mail uses either First-Class Mail (~$0.53–$0.68/piece for postcards) or Marketing Mail (~$0.35–$0.45/piece with a bulk mail permit). Marketing Mail requires a minimum of 200 pieces and a bulk mail permit from USPS.

How Bundling Works

1. Select your carrier routes using the USPS EDDM route selection tool
2. Print the correct quantity for each route
3. Bundle pieces in groups of 50–100 with rubber bands
4. Print a facing slip for each bundle (USPS provides the template)
5. Drop off at your local post office with payment

Common Direct Mail Mistakes

• Wrong postcard size for EDDM. A standard 4 × 6 or 6 × 9 postcard does not qualify. Confirm the size before you print.
• No clear call to action. Every piece needs to tell the recipient exactly what to do — call, visit, scan a QR code, or redeem an offer.
• Too much text. Mail is glanced at, not read like a book. Lead with a headline and offer, then support with minimal copy.
• Printing before selecting routes. Route household counts vary. Print the exact number you need based on your route selections.
• Ignoring the mailing panel. USPS has specific requirements for address placement, indicia (postage marks), and barcodes. Design around these constraints from the start.
• Sending at the wrong time. Avoid mailing during major holidays when mailboxes are flooded. Tuesday through Thursday delivery tends to get the most attention.
• No tracking mechanism. Use a unique phone number, URL, QR code, or coupon code so you can measure response rate.

Frequently Asked Questions