The Tabloid Format Advantage
The 11x17 format occupies a unique position in the direct mail landscape. It's large enough to make a serious visual impact but not so oversized that it feels excessive. It's the tabloid newspaper size - familiar, professional, and highly versatile.
What makes the 11x17 truly valuable is its dual nature. Mail it flat and you have 187 square inches of uninterrupted design space for dramatic photography, comprehensive product showcases, or bold graphic statements. Fold it in half and you create an 11x8.5-inch bifold brochure with four distinct content panels - perfect for sequential storytelling, organized information architecture, or creating a sense of discovery as recipients open the piece.
Both approaches qualify for USPS EDDM postage rates. Whether flat or folded, you're paying approximately $0.203 per piece in postage. The choice between formats comes down to design strategy, content structure, and recipient engagement goals.
Creative Director's Perspective
The bifold format creates what we call "designed delay" - recipients must physically interact with the piece to access the full content. That moment of opening the brochure increases engagement time and creates a more memorable experience than scanning a single flat surface. For restaurant menus, this translates to people actually reading the entire menu instead of glancing at a crowded single page. For product catalogs, it allows organized category presentation across panels. The psychology is simple: people engage more with content they have to unfold.
Strategic Applications: Flat vs. Folded
When to Mail Flat
Single dramatic image campaigns. Real estate agents showcasing one stunning property with a massive hero photo. Photographers promoting their work with a portfolio-quality print. Event promoters featuring headline talent with bold imagery. Any campaign where the visual impact of one large canvas outweighs the benefits of multiple panels.
Simplified messaging. Grand opening announcements with one big offer. Product launches focusing on a single hero product. Sale events with clear, simple promotions. When your message is straightforward, a flat design often communicates more clearly than multi-panel layouts.
When to Fold (Bifold Brochure Format)
Restaurant menus. This is the most common application for folded 11x17 postcards. The bifold format creates four panels: front cover (branding/hero image), inside left (appetizers, soups, salads), inside right (entrees, sides), back panel (desserts, drinks, contact info, map). Everything organized, easy to navigate, professional presentation.
Product catalogs. Retail stores, e-commerce businesses, service providers with multiple offerings. The four-panel structure allows category organization: panel 1 introduces, panels 2-3 showcase products/services, panel 4 includes ordering information and contact details.
Real estate property tours. Cover shows property exterior, inside spread features interior photos and specs, back includes neighborhood information, financing options, and agent contact. The sequential flow tells the property's story more effectively than cramming everything onto one surface.
Cardstock Selection for Different Formats
14pt Cardstock - The Versatile Standard
For bifold brochures, 14pt cardstock strikes the perfect balance between substance and flexibility. It's thick enough to feel professional and durable but flexible enough to fold cleanly without cracking or showing stress marks along the fold line. Most restaurant menus, product catalogs, and property brochures use 14pt.
For flat mailings, 14pt provides adequate rigidity for postcards that will be handled, displayed, or pinned to bulletin boards. It's cost-effective and performs well for most applications.
16pt Cardstock - Premium Weight
Use 16pt for flat pieces when you want premium weight and enhanced durability. It's noticeably thicker and communicates quality through tactile experience. Some businesses use 16pt for high-end property showcases, luxury product promotions, or upscale event invitations.
For folded pieces, 16pt is less ideal - the extra thickness makes folding more difficult and increases the risk of cracking along the fold line. If you're committed to folding with 16pt, professional machine scoring is essential.
Coating Choices: Gloss, Matte, UV
Gloss Coating: Enhances photo reproduction, makes colors vibrant, creates visual impact. Ideal for real estate photography, product showcases, food menus with imagery. The reflective surface draws attention and makes printed materials feel more polished.
Matte Coating: Reduces glare, provides sophisticated feel, easier to write on if needed. Best for text-heavy menus, professional service catalogs, upscale branding. Matte coating also resists fingerprints better than gloss - important for restaurant menus that will be handled frequently.
UV Coating: Maximum durability with glass-like finish. Use when targeting affluent audiences or when the piece needs to last (takeout menus, reference catalogs). UV coating is scratch-resistant and waterproof - practical for materials that will see heavy use.
Size Comparison: Understanding 11x17 in Context
| Size |
Dimensions |
Square Inches |
Typical Format |
Primary Use |
| 8.5x11 |
8.5" x 11" |
93.5 sq in |
Flat |
Newsletters, simple menus |
| 9x12 |
9" x 12" |
108 sq in |
Flat |
High-impact postcards |
| 11x17 |
11" x 17" |
187 sq in |
Flat or Bifold |
Menus, catalogs, portfolios |
| 12x15 |
12" x 15" |
180 sq in |
Flat |
Maximum EDDM impact |
| 11x17 (folded) |
11" x 8.5" |
93.5 sq in (4 panels) |
Bifold Brochure |
Multi-section content |
The 11x17 format is nearly double the size of 8.5x11 when mailed flat. Folded, it creates the same finished dimensions as letter size but with four distinct content panels instead of one. This flexibility makes it uniquely valuable for businesses that need design options.
Design Principles for 11x17 Formats
Flat Design Strategy
When designing for flat mailings, think like a poster designer. Use the entire canvas for one cohesive visual statement. Large hero images work exceptionally well - property exteriors, product photography, event graphics. Keep text minimal and large enough to read at arm's length. The flat format is about immediate visual impact, not detailed information delivery.
Bifold Design Strategy
The bifold format requires structured thinking. You're designing four distinct but connected panels:
- Front Panel (Cover): Brand identity, compelling visual, clear purpose statement. This panel determines whether recipients open the brochure.
- Inside Left & Right: Main content spread. Organize information logically across both panels. Create visual hierarchy. Use subheadings, white space, and imagery to maintain readability.
- Back Panel: Call-to-action, contact information, map/directions, hours, social media, QR codes. Make it easy for recipients to take the next step.
Design Best Practice
For bifold menus and catalogs, maintain consistent visual identity across all panels while giving each panel a clear purpose. Use the natural reading flow (front ? inside spread ? back) to guide recipients through your content intentionally. Don't treat it as four random surfaces - design it as one integrated experience that unfolds sequentially.
Technical File Requirements
Flat pieces: Design file should be 11.25 x 17.25 inches including bleed. Keep important content at least 0.25 inches from trim edges.
Folded pieces: Same overall dimensions (11.25 x 17.25 inches) but include a fold line at the 8.625-inch mark (center). Keep important content at least 0.25 inches from trim edges AND at least 0.125 inches from the fold line to avoid content being obscured in the fold.
Design at 300 DPI minimum in CMYK color mode. For bifold pieces, design the interior spread as one continuous image across panels 2 and 3 for visual cohesion.
Investment Analysis: Pricing & ROI
Here's the pricing for 11x17 postcards on 14pt cardstock with gloss coating, full-color both sides:
500 Pieces
$0.78
per piece
2,500 Pieces
$0.45
per piece
5,000 Pieces
$0.32
per piece
RECOMMENDED
10,000+ Pieces
$0.26
per piece
USPS EDDM postage separate (approximately $0.203 per piece). Professional folding service available for additional $0.02-0.03 per piece. 16pt cardstock and UV coating available with upcharge. Contact 512-573-1977 for custom project quotes.
ROI Perspective
A restaurant investing in 5,000 bifold menu postcards spends approximately $1,600 in printing ($0.32/piece) plus $1,015 in EDDM postage = $2,615 total campaign cost.
If this mailing generates 50 new regular customers who each spend $30 per month in delivery orders, that's $1,500 in monthly revenue. The campaign pays for itself in under two months. Any customers beyond the first 50 represent pure profit contribution.
For businesses with higher transaction values - real estate agents, auto dealers, home service companies - the ROI is even more dramatic. One additional client often pays for the entire campaign multiple times over.
Client Success Stories
We're a family-owned Italian restaurant and we used to print cheap 8.5x11 single-sheet menus that looked amateur. Switched to the 11x17 bifold format with professional photography and organized sections - appetizers, pasta, entrees, desserts all clearly laid out. Our delivery orders increased 52% in the first two months. The professional presentation completely changed how people perceived our restaurant.
- Vincent Russo, Russo's Trattoria
As a real estate photographer, I needed marketing materials that showcased my work at portfolio quality. The 11x17 flat format gives me a massive canvas for stunning property photography. I mail these to real estate agents in target markets and the response has been phenomenal. Booked seven new clients directly from the last mailing. The size makes the imagery impossible to ignore.
- Sarah Chen, Architectural Photography
We sell premium outdoor furniture and needed a catalog format for EDDM campaigns targeting affluent zip codes. The 11x17 bifold creates a sophisticated product catalog with front cover introducing our brand, inside spread showcasing furniture collections, back panel with showroom locations and contact information. Our showroom traffic increased 38% and we're now using this format quarterly.
- Michael Stevens, Luxury Outdoor Living
Production & Delivery
Standard production timeline is 3-5 business days after proof approval. Process overview:
- Submit design files or request design consultation
- Receive free digital proof within 24 hours
- Approve proof or request revisions
- Production begins (printing and optional folding)
- Delivery or EDDM fulfillment
Rush production available for most orders. Professional folding service can be added during ordering - machine-scored and folded for clean, professional results.
Comprehensive EDDM Services
Our full-service EDDM packages handle every aspect of your campaign:
- Professional printing on premium cardstock with your selected coating
- Optional professional folding service (machine-scored, precision-folded)
- Strategic route selection targeting your ideal demographics
- Complete USPS compliance and paperwork
- Professional bundling with facing slips
- Delivery to designated USPS facilities
- EDDM postage at cost (no markup)
You focus on design and messaging. We handle production, logistics, and delivery. Your 11x17 postcards reach target mailboxes within 7-10 days of approval.
