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Every Door Direct Mail®

Design

How to Design an EDDM Postcard That Gets Calls

Your postcard lands in a stack of mail and gets a glance on the walk from the mailbox to the recycling bin. Design for that glance. One headline, one offer and one way to respond, all readable without picking the card up.

SPEC CHECKED 2026-11-06 · SOURCES BELOW

Jump to a section
  1. The mailbox test
  2. Headlines that stop people
  3. Offers that work for EDDM
  4. Layout and readability
  5. The call to action and tracking
  6. Size and paper
  7. Design checklist
  8. Questions people ask

The mailbox test

People sort mail standing up. Your card gets a look, maybe a flip, and then a decision. Design in that order:

  1. The headline. The first thing read. It has to make the right person stop.
  2. The offer. The reason to keep the card instead of tossing it.
  3. How to respond. The phone number, QR code or web address.
  4. Everything else. Logo, details and fine print. Only read by people already interested.

The front does the first three. The back carries the mailing area plus supporting details, like a menu, a service list, a map or a review.

Headlines that stop people

Write about the reader's situation or the offer, not about your company. Ten examples to adapt:

TypeExample headline
Seasonal"Your AC worked all summer. Give it a tune-up."
Problem"Gutters overflowing every time it rains?"
Local"Fresh pizza, five minutes from your door"
News"We just sold a house on your street"
Offer first"Your first lawn mow is on us"
Question"When did you last have your teeth cleaned?"
Time saved"Get your Saturdays back"
Proof"Trusted by your neighbors on Elm and Oak"
Deadline"Free roof inspections until March 31"
Welcome"New to the neighborhood? Here's a welcome gift."

Keep it short enough to read at a glance. If it needs a comma and a second clause, it's probably two headlines.

Offers that work for EDDM

EDDM® reaches everyone on the route, including people who've never heard of you, so the offer has to lower the risk of trying you.

Offer typeWorks well forWatch out for
Free first service or trialLawn care, fitness, cleaningMake sure the follow-on price is clear
Free inspection or estimateRoofing, HVAC, pest, remodeling"Free estimate" alone is common; add urgency
Fixed-price packageTune-ups, cleanings, examsSay exactly what's included
Dollar-off couponRestaurants, retail, servicesDollar amounts usually read stronger than small percentages
Gift with purchaseRestaurants, salonsKeep it relevant to the main service

Always add a deadline. A specific date, like "Offer ends April 15", gives people a reason to act now instead of "someday".

Layout and readability

  • Big type. The headline should be readable at arm's length without glasses. The phone number should be the second-biggest text on the card.
  • High contrast. Dark text on a light background, or the reverse. No text over busy photos.
  • One photo. A clear photo of real work, food or people. Skip collages.
  • Space. Empty space is what makes the important parts visible.
  • Limited fonts and colors. Two fonts and a few brand colors are plenty.
Hot pizza, fiveminutes away$5 OFFany large · ends 11/30Corner Oven PizzaOrder: 555-0187SAMPLEPIZZA! WINGS! SUBS! SALADS!Family owned since 1994 · Best in townCatering · Delivery · Pickup · Gift cards10% off* Free soda* 2 for 1 Tuesdays*Open 7 days 11am-11pm · Find us online*Some restrictions apply. See store.555-0187CLEAR: ONE HEADLINE, ONE OFFER, ONE NUMBERCROWDED: SIX MESSAGES, TINY NUMBER
Same business, two cards. The one on the left gets read at a glance; the one on the right gets recycled.

The call to action and tracking

Say exactly what to do: "Call 555-0142 for your free inspection" beats "Contact us today". Then make the response trackable:

  • A dedicated phone number used only on this mailing.
  • A QR code that goes to a page made for this offer, with a tracked link.
  • An offer code people mention or enter, such as "SPRING25".

Tracking is how you'll know whether the next drop should change. More on that in planning a campaign.

Size and paper

Bigger cards stand out in the stack, and thicker paper feels more substantial. Both cost more to print. Many printers recommend a thick card stock for mailing so pieces survive handling. For the size rules and five free layouts, see the templates page.

Design checklist

  • Headline is about the customer, not the company
  • One offer, with a specific end date
  • One call to action, stated plainly
  • Phone number or QR code is big and trackable
  • One real photo, no collage
  • Readable at arm's length
  • Details, menu or map on the back
  • Indicia and "Postal Customer" on the mailing side
  • All text inside the safe zone
  • Someone outside your business passed the three-second test

Questions people ask

Should I design the card myself?

You can, with a template and a free design tool. If the card is your main marketing for the season, paying a designer for the front is often worth it. Either way, use the checklist above.

Does the offer go on the front or back?

The front. Many people only see one side, and it's usually the side facing up in the stack. Put the offer where it can't be missed.

How many colors should I use?

Your brand colors plus black and white is plenty. Color is there to make the headline and offer stand out, not to decorate.

Is a QR code worth adding?

If you want people to visit a page, yes, and it gives you clean tracking. Make it at least an inch across and say what it does: "Scan to claim your free week."

Sources

Checked 2026-11-06. Rules, prices and services change. Confirm before you order or mail.