What USPS itself recommends
- A short, clear call to action. USPS: “Keep it short and to the point. Aim for 25 words or fewer,” and use strong command verbs that tell recipients exactly what to do.
- A time-sensitive offer. “A limited-time promotion encourages immediate action.”
- Talk about the customer. “Your message should not be all about your product. It should be about your customers’ needs and wants.”
- A way to respond that you can count. USPS suggests a QR code leading to a discount, a sign-up or a download: “Create a call to action (CTA) they can’t ignore”. See tracking results.
- Test. USPS: use A/B testing to see what resonates with your audience. On EDDM that means two versions to two similar route sets, with a different code on each.
The EDDM-specific checklist
| Check | Why | Source |
|---|---|---|
| Size is a flat (for example 6.25″ × 9″ or 8.5″ × 11″) | Smaller cards do not qualify for the EDDM Retail rate | DMM 143.2.5 |
| Top-right of the address side is clear, at least 0.5″ × 0.5″ for the postage mark | The EDDM Retail indicia goes above and to the right of the address | USPS EDDM page |
| An address area for “Postal Customer” | No names or addresses; the piece is addressed to Postal Customer | USPS EDDM page |
| No names, personal details or handwriting in the design | Personal information may not be included in an EDDM-Retail piece | DMM 143.3 |
| Your phone, web address and offer are readable from arm’s length | It is read at the mailbox or the kitchen counter | Our advice |
Our proof shows the zones
When you upload artwork to a Direct Mail order, the proof draws the postal marks and address block on your design, so you see where they land before anything prints. A warning on a file never blocks an order: our staff look at every file before it goes on the press and contact you if something is wrong.
Larger pieces are often said to draw more response than small ones; we found no USPS source for that, so we do not claim it.