Every Door Direct Mail (EDDM) is the secret weapon for local businesses. It allows you to target entire neighborhoods without buying mailing lists. But one question always trips up new marketers: “What size should I mail?”
The beauty of EDDM is that you pay one flat postage rate regardless of the size (as long as it qualifies as a “Flat”). This means a massive menu costs the same to mail as a standard postcard. Here is how to choose the right dimensions to maximize your ROI.
The “Flat” Rule: Understanding One Postage Rate
To qualify for the low EDDM postage rate, your mailer must be considered a “Flat” by the USPS.
- Minimum: At least 10.5″ long OR 6.125″ high.
- Maximum: 15″ long, 12″ high, 0.75″ thick.
- Weight: Must weigh less than 3.3 ounces.
Because the postage cost is identical, your choice should be based entirely on visual impact and content requirements.
Top EDDM Sizes by Industry
1. The “Realtor Special”: 6.5″ x 9″ or 6″ x 11″
Real Estate agents love the panoramic feel of the 6 x 11 inch card.
- Why it works: It mimics the landscape orientation of property photos. You can showcase a Hero shot of the home, plus 3 interior shots, without clutter.
- Best for: Just Listed / Just Sold cards.
2. The “Service Workhorse”: 6.5″ x 9″
This is the go-to for Plumbers, Dentists, and HVAC companies.
- Why it works: It is taller than a standard #10 envelope, meaning it sticks out in the mailbox stack. It has enough room for a strong offer (“$59 Tune-Up”) and a bulleted list of services.
- Best for: Seasonal maintenance reminders and new customer acquisition.
3. The “Restaurant Menu”: 11″ x 17″ (Folded)
For pizzerias and takeout spots, size matters.
- Why it works: Mailed folded (usually to 8.5 x 11), it unfolds into a massive display on the customer’s kitchen counter. It replaces the “junk drawer menu” with a vibrant, high-gloss piece.
- Best for: Full takeout menus with coupons.
Paper Weight: The Hidden Quality Factor
Size is nothing without stiffness. If you mail a large 11″ card on thin paper, it arrives looking like a limp noodle.
- The Floppy Mail Effect: Large surface areas require thicker stock to survive the postal machines.
- Our Recommendation: Never go below 14pt stock for EDDM. We prefer 16pt for a premium feel that implies authority and trust.
Summary: Pick Your Size
| Size | Best Used For | Impression |
| 6.5″ x 9″ | Service Businesses, Coupons | Efficient, Clear |
| 6″ x 11″ | Real Estate, Automotive | Panoramic, Visual |
| 8.5″ x 11″ | Events, Grand Openings | “Document” style importance |
| 11″ x 17″ | Restaurants, Menus | Massive, Utilitarian |
Ready to dominate the mailbox? Select your size and let’s start printing.
For official USPS guidelines on EDDM requirements and eligible dimensions, refer to this authoritative source: https://www.usps.com/business/every-door-direct-mail.htm
