An EDDM postcard can put a business message directly into the hands of people within a selected geographic area. For local businesses, this can provide a practical way to introduce a service, promote an offer, announce an opening, or stay visible within a community.
However, sending postcards does not automatically guarantee that recipients will respond. The design and message need to communicate the most important information quickly and make it clear what the recipient should do next.
A successful EDDM postcard starts with a focused goal. From there, businesses can build a design around a clear headline, relevant visuals, concise copy, a recognizable brand, and a straightforward call to action.
If you are planning an EDDM campaign, understanding how each part of the postcard works together can help you create a more effective piece.
Start With One Clear Goal
Before designing your EDDM postcard, decide what you want recipients to do.
Your goal might be to:
- Visit your business
- Call for more information
- Schedule an appointment
- Request a quote
- Visit your website
- Redeem an offer
- Learn about a new service
- Attend an event
Trying to accomplish too many things on one postcard can make the message difficult to understand.
Choose one primary objective and make the design support it.
For example, if your goal is to encourage recipients to schedule a service, the headline, supporting copy, offer, contact information, and call to action should all reinforce that objective.
A focused postcard gives the reader fewer decisions to make.
Know Who You Are Trying to Reach
EDDM, or Every Door Direct Mail, is designed around geographic targeting. This makes location an important part of the campaign.
Before creating your postcard, consider the audience within the area you plan to target.
Think about:
- The type of customers you want to reach
- The neighborhoods you serve
- Local customer needs
- Services that are relevant to the area
- The reason someone in that location should choose your business
Understanding your intended audience can help you decide what information deserves the most space on the postcard.
A local business may also want to highlight its service area, location, or specific services that are relevant to nearby customers.
Create a Strong Headline
The headline is one of the first elements a recipient is likely to notice.
It should communicate the main point of the postcard without requiring the reader to study the entire design.
Instead of using a vague statement, focus on the benefit, service, offer, or reason for contacting your business.
A strong headline can answer a simple question:
Why should the recipient pay attention to this postcard?
Keep the wording concise and make sure it is easy to read.
The headline should also be visually distinct from the supporting copy so that it can be identified quickly.
Keep the Main Message Simple
An EDDM postcard has limited space, so every word should serve a purpose.
Avoid filling the postcard with long paragraphs or unnecessary details.
Instead, focus on the information that helps the recipient understand:
- What you offer
- Why it matters
- What makes your business relevant
- What action they should take
Short sections, bullet points, and concise statements can make the content easier to scan.
If additional information is necessary, direct the recipient to your website or another appropriate resource rather than trying to explain everything on the postcard.
Use Visuals That Support the Message
Images can help attract attention, but the visual should support the purpose of the postcard.
Choose images that are relevant to the service, product, promotion, or audience.
Avoid using a large image simply because it looks attractive if it does not contribute to the message.
Depending on the business, useful visuals may include:
- Products
- Services in use
- Finished work
- Business locations
- Team members
- Relevant lifestyle imagery
- Brand graphics
Make sure important text does not become difficult to read because of the image behind it.
The goal for iti Direct Mail is to create a visual hierarchy where the recipient can quickly identify the headline, main message, offer, and call to action.
Make Your Brand Easy to Recognize
Your postcard should make it clear who sent it.
Include important branding elements such as:
- Business name
- Logo
- Website
- Phone number
- Relevant brand elements
Your branding should be visible without overwhelming the main message.
A recipient who is interested in your offer should be able to identify your business and understand how to contact you without searching through the postcard.
Highlight a Relevant Offer
An offer can give recipients a specific reason to respond.
Depending on your business, this could include a discount, consultation, special service, introductory offer, or another promotion.
If you use an offer, make its terms clear.
The recipient should understand:
- What the offer provides
- Who can use it
- When it expires, if applicable
- How to redeem it
- Whether any conditions apply
Avoid making the offer difficult to understand.
If the recipient has to search through several paragraphs to determine what they receive, the postcard may lose some of its effectiveness.
Use a Clear Call to Action
Every EDDM postcard should make the next step obvious.
A call to action tells the recipient what to do after reading the postcard.
Examples include:
- Call today
- Visit our website
- Schedule an appointment
- Request a quote
- Claim your offer
- Contact our team
- Visit our location
Choose a call to action that matches the campaign objective.
It should also be easy to find visually. Do not hide the call to action in small text at the bottom of the postcard.
Make Contact Information Easy to Find
If you want responses, recipients need a simple way to contact you.
Include the information that is most relevant to your campaign.
This might include:
- Phone number
- Website
- Business address
- QR code
- Email address
- Social media information
Do not include every possible contact method if doing so makes the postcard cluttered.
Choose the channels that make the most sense for your audience and campaign goal.
Consider Adding a QR Code
A QR code can provide a direct connection between the printed postcard and your online content.
For example, a QR code can direct recipients to:
- A service page
- An appointment page
- A special offer
- A contact form
- A landing page
- A promotional page
Make sure the destination page is relevant to the postcard.
If the postcard promotes a specific offer, sending recipients to a generic homepage may create unnecessary steps.
The QR code should also be large enough to scan easily and should have sufficient space around it.
Create a Strong Visual Hierarchy
A postcard should guide the recipient's attention.
A useful visual hierarchy can help readers identify the most important information in the intended order.
For example:
Headline → Main benefit → Supporting information → Offer → Call to action → Contact details
The exact structure can vary, but the important elements should not compete equally for attention.
Use differences in font size, spacing, placement, and other design elements to separate important information.
Avoid putting too many large elements on the same postcard. When everything is emphasized, nothing stands out.
Keep Text Readable
Small text can make even a well-designed postcard difficult to use.
Choose readable fonts and provide enough spacing between sections.
Pay attention to contrast between text and background, particularly when text is placed over images.
Before printing, review the postcard at its actual size rather than only looking at it on a large computer screen.
Ask yourself whether someone can quickly read the headline, offer, phone number, and call to action.
Use the Space Strategically
Every area of an EDDM postcard should have a purpose.
That does not mean every available space needs to be filled.
White space can help separate sections and make important information easier to identify.
Overcrowding can make a postcard feel complicated, while excessive empty space can make it feel unfinished.
The goal is balance.
Give the most important elements enough room to stand out while keeping the overall design easy to scan.
Make the Offer and CTA Work Together
Your offer and call to action should create a logical next step.
For example, if the postcard promotes a limited-time service offer, the call to action should explain how recipients can take advantage of it.
The reader should not have to figure out what to do next.
A simple structure can work well:
What you offer → Why it matters → What the recipient receives → What they should do
This approach keeps the message focused and reduces confusion.
Make the Design Relevant to the Local Audience
One of the benefits of EDDM is its geographic targeting.
Your postcard can acknowledge the local audience without making the design feel overly complicated.
Depending on your business, you may reference:
- The communities you serve
- A local location
- Local services
- A neighborhood-specific offer
- Your local service area
Local relevance can help recipients understand why the postcard is being sent to their area.
However, the message should remain natural and useful rather than simply repeating location names.
Proof Everything Before Printing
Before sending your postcard to print, review every element carefully.
Check:
- Business name
- Phone number
- Website
- Address
- Offer details
- Dates
- Spelling
- Grammar
- QR code
- Images
- Pricing
- Call to action
A small error can affect the usefulness of the entire campaign.
It can also be helpful to have another person review the design. A fresh set of eyes may identify information that is unclear or difficult to find.
Make Sure the Final Design Meets Printing Requirements
A visually appealing design still needs to meet the technical requirements of the printing and mailing process.
Before submitting your artwork, confirm the required:
- Dimensions
- Bleed
- Resolution
- Color settings
- File format
- Safe areas
- Mailing specifications
Your printing provider can provide the exact requirements for your project.
Following these specifications can help reduce production delays and prevent avoidable printing issues.
Test Different EDDM Cards Over Time
One postcard design does not have to remain unchanged forever.
Businesses can learn from their campaigns and make adjustments to future EDDM cards.
You may eventually test differences in:
- Headlines
- Offers
- Images
- Calls to action
- Layouts
- Promotional messaging
- Landing pages
If you change several elements at once, it can be harder to understand which change affected the response.
Keeping track of campaign details can help you make more informed decisions about future mailings.
Focus on the Recipient's Next Step
A successful postcard is not simply attractive. It should help the recipient understand what the business offers and what they can do next.
Before finalizing your design, look at the postcard from the recipient's perspective.
Ask:
Can I understand the main message quickly?
Can I identify the business?
Do I understand the offer or benefit?
Do I know what to do next?
If the answers are clear, the design is more likely to communicate its purpose effectively.
Create an EDDM Postcard That Supports Your Campaign Goals
Designing an effective EDDM postcard requires a balance between attention-grabbing visuals and useful information.
Start with one clear campaign objective. Build the design around a strong headline, concise messaging, relevant imagery, clear branding, a compelling offer when appropriate, and a visible call to action.
Keep the layout readable and avoid unnecessary information. Make your contact details easy to find, review every detail before printing, and confirm that your final artwork meets the required printing and mailing specifications.
When these elements work together, your postcard can provide a clear and professional introduction to your business.
Planning an EDDM campaign? Contact us to discuss your postcard printing requirements, design specifications, mailing goals, and campaign timeline. We can help you prepare printed materials that are designed to communicate your message clearly.
FAQs
What is an EDDM postcard?
An EDDM postcard is a direct mail piece used with the Every Door Direct Mail program to reach households in selected geographic areas without requiring a traditional individual-address mailing list.
What should an EDDM postcard include?
A postcard should generally include a clear headline, concise message, relevant visuals, business branding, contact information, and a clear call to action. An offer can also be included when appropriate.
How much text should an EDDM postcard have?
There is no single word count that works for every postcard, but concise messaging is generally easier to scan. Focus on the most important information and avoid unnecessary paragraphs.
Should I include an offer on my EDDM postcard?
An offer can give recipients a specific reason to respond, but it is not required for every campaign. If you include one, make the terms and redemption process clear.
Can I add a QR code to an EDDM postcard?
Yes. A QR code can connect the physical postcard to a relevant online page, such as a service page, landing page, appointment form, or promotional offer.
What makes a good postcard headline?
A good headline communicates the primary benefit, service, offer, or reason for the mailing quickly. It should be concise, prominent, and relevant to the intended audience.
How important is the call to action?
The call to action is important because it tells the recipient what to do next. It should be clear, easy to find, and directly connected to the campaign objective.
Should my EDDM postcard include my phone number and website?
Include the contact methods that are most useful for your campaign. A phone number and website can make it easier for interested recipients to take the next step.
Can I use images on an EDDM postcard?
Yes. Relevant images can help attract attention and support the message. Choose visuals that relate directly to your business, service, product, or promotion.
How can I make my EDDM postcard easier to read?
Use readable fonts, sufficient spacing, strong contrast, concise copy, and a clear visual hierarchy. Avoid overcrowding the design with too many competing elements.
Should I proof my EDDM postcard before printing?
Yes. Review all text, contact information, offers, dates, images, QR codes, and other important details before approving the final print run.
Can I create different versions of EDDM cards?
Different versions can be created for different campaigns, audiences, offers, or locations. Your printing provider can advise you on the production requirements for multiple versions.
