Every Door Direct Mail (EDDM) is a powerful tool for local businesses eager to engage with their target audience effortlessly. It opens up fresh avenues for connection, allowing enterprises to reach the right customers right at their doorsteps. Whether you're unveiling an exciting new product, throwing open the doors to a dazzling grand opening, or rolling out an exclusive promotion, postcards stand out as a powerful tool for grabbing attention and sparking interest. What elements truly enhance the impact of an EDDM postcard?
In this guide, we'll walk you through the steps to customize your EDDM postcards so they not only meet USPS specifications but also stand out to your recipients and drive results.
What is EDDM?
Every Door Direct Mail is a service offered by USPS that allows businesses to send postcards, flyers, or brochures to every address in a specific geographic area without the need for a mailing list. It's an affordable and effective way to increase brand awareness in your local market.
Step 1: Understand the USPS EDDM Guidelines
Before jumping into design, it's crucial to understand the guidelines USPS sets for EDDM postcards. The dimensions of your postcards must be larger than regular postcards but within specific limits. Below are some of the essential requirements:
- Minimum size: 6.25" x 9" (for postcards)
- Maximum size: 12" x 15"
- Thickness: Between 0.007" and 0.25" thick
- Weight: No more than 3.3 ounces
Make sure your design stays within these specifications to ensure your postcards are eligible for EDDM delivery.
Step 2: Choose the Right Size and Layout
Once you know the size limits, you can select a postcard size that fits your message. Larger postcards (like 9" x 12") can be eye-catching but might not always be necessary for every campaign. Smaller sizes, like 6.25" x 9", are still large enough to stand out in mailboxes but more cost-effective.
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Place an image here comparing different postcard sizes with a ruler or hand for scale, showcasing both small and large postcards.
Step 3: Focus on a Strong Headline and Call to Action (CTA)
The most important part of your EDDM postcard is the headline and call to action (CTA). These elements are crucial for grabbing attention and encouraging action. Here are some tips:
- Headline: Keep it bold and clear. A strong headline can convey the essence of your offer in a glance. For example, "50% OFF Your First Purchase!" or "Join Us for Our Grand Opening!"
- Call to Action (CTA): Directly tell the recipient what you want them to do next, such as "Visit our store," "Call us today," or "Scan the QR code for a discount."
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Include a close-up image of a well-designed postcard, highlighting the headline and CTA, with arrows pointing to these key elements.
Step 4: Design with Your Brand in Mind
Your EDDM postcard should reflect your brand identity. Here's how you can do that:
- Colors: Use your brand colors prominently. Make sure they're vibrant enough to attract attention in a pile of mail.
- Logo: Ensure your logo is visible but not overwhelming. Place it strategically at the top or bottom corner.
- Fonts: Stick with clean, readable fonts. If you have a signature font for your brand, use it for consistency.
Consistency is key in building brand recognition, so make sure your postcard's look and feel are aligned with other marketing materials like your website or social media.
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An example of a brand-consistent postcard, showing a cohesive use of color, fonts, and logo placement.
Step 5: Include High-Quality Images
Visuals play a big role in EDDM postcards. Whether you're a restaurant featuring mouth-watering dishes or a real estate agent showcasing beautiful homes, images should be clear, high-quality, and relevant. Here's how to use images effectively:
- Use at least one dominant image that highlights your product or service.
- Avoid clutter. Keep it simple and let the image speak for itself.
- Use lifestyle imagery. Show people using your product or service. It helps potential customers visualize themselves benefiting from your offer.
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A high-resolution image of a beautifully designed EDDM postcard featuring an image of a business and its products.
Step 6: Personalize Your Message
While EDDM is a mass-marketing tool, you can still personalize your message by targeting local needs and interests. For example, if you're a local gym, you can mention community involvement, fitness challenges, or events happening in the area. Tailoring your messaging to local interests helps build a connection and makes your postcard feel more relevant to the recipient.
Step 7: Add Value with Special Offers or Coupons
Incorporating special offers or coupons is a great way to incentivize recipients to take action. You can use:
- Discount codes
- QR codes that link to an online promotion
- Coupons with a limited-time offer
Make sure your offer is prominently displayed and easy to understand. Clearly state the terms, conditions, and expiration date.
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An example of a postcard with a coupon code and QR code leading to a special online offer.
Step 8: Include Contact Information and Location
Always make it easy for your customers to reach you. Include your:
- Phone number
- Website
- Social media links
- Physical address (especially if you're promoting a local event or in-store offer)
If possible, include a small map of your location if you're targeting local foot traffic.
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An image of a postcard showing clear, accessible contact information, including phone, website, and social media icons.
Step 9: Proofread and Test
Before sending your EDDM postcards for printing, proofread them carefully. Check for any typos, grammatical errors, or formatting issues. It's also a good idea to print a sample to see how the colors and layout look in physical form.
Step 10: Choose a Professional Printer
While the design of your postcard is important, the quality of printing can make or break its impact. Choose a reputable printer as the world's cheapest direct mail printing company that is experienced in EDDM postcard printing to ensure that your final product is crisp, vibrant, and professional. They can also assist with ensuring the design meets USPS standards and help with bundling and preparing the postcards for delivery.