EDDM® (Every Door Direct Mail®) can be a great way to get the word out about your business. However, if you’re new to EDDM®, it’s helpful to be aware that there are a few requirements you’ll need to follow to ensure your mailings meet EDDM® guidelines. This guide is designed to make understanding EDDM® indicia and label requirements easy.
What is EDDM® Indicia?
EDDM® indicia is a marking used instead of a stamp to show postage has been paid on Every Door Direct Mail® postcards.
An indicia is a mark that shows postage has been paid, used instead of a stamp by businesses that mail often. Businesses that mail often register for their own indicia mark. For example, if you mail with Excel Printing and Mailing, we will use our indicia to show postage has been paid on your EDDM® campaign.
The USPS has created a specific EDDM® indicia especially for businesses that do not mail often, but would like to send out an EDDM® campaign. It’s also known as EDDM® Retail Indicia. This means you do not need to spend time stamping each campaign, and you don’t need to register for your own indicia to complete an EDDM® mailing.
When to Use EDDM® Retail Indicia vs Your Own Permit
Be sure to use EDDM® Indicia if you do not have an existing permit indicia. If you do have an existing permit indicia, you may use it.
- The EDDM® Retail Indicia is suitable for campaigns of 5,000 postcards or less. The correct EDDM® indicia for a Retail campaign will include the words “EDDM RETAIL”. This shows that your campaign is restricted to 5,000 pieces maximum.
- If you intend to mail a larger number of postcards, this will be considered a Business Mail Entry Unit Campaign. You will need your own permit for this campaign, or you can use our permit when you choose to work with us.
If you do use the EDDM® Retail Indicia, ensure it meets the USPS formatting requirements. It should be the correct size (generally 1" x 1.5"), utilize block letter font (non-script), and include the words "U.S. Postage Paid" and "EDDM Retail".
USPS EDDM® Indicia & Address Placement Guidelines
The USPS has specific rules around the placement of indicia and printed mailing address details. Follow the EDDM® requirements below to get it right the first time.
- The EDDM® indicia must be placed on the same side as the mailing address.
- The indicia and the whole of your mailing address/label must be located in the upper half of your postcard.
- You may print your EDDM® indicia directly onto the postcard or stick it on with a label, if you prefer.
- The address does not have to be on a label; it can be included on the design of the mailing, to save time and effort.
- The orientation of your address/label (i.e. whether your label is applied horizontally or vertically) does not matter.
- Ensure your address and EDDM® indicia are on a light enough background to be easily read.
EDDM® requirements also include using simple but specific label information, depending on the category of mailing you wish to send.
Label Requirements for EDDM® Retail Mailings (Under 5,000 Mailers)
For EDDM® Retail mailings (which allow you to send 5,000 mailers or less) the label information required is very simple. Ensure you simply include the following:
*********ECRWSSEDDM****
Local
Postal Customer
Remember, with this type of campaign you have the option to use the EDDM® Retail Indicia if you do not have your own mailing permit. This makes it ideal for small and medium-sized businesses that are new to direct mail.
Label Requirements for EDDM® Business Mail Entry Unit Campaigns (Over 5,000 Mailers)
If you plan to mail more than 5,000 mailers, you will be sending an EDDM® Business Mail Entry Unit (BMEU) campaign.
There are three label options for EDDM® Business.
If you plan to send mailers to both residential homes and local businesses on the EDDM® route, use the following details:
*********ECRWSSEDDM****
Postal Customer
If you want your mailers to go to only residential addresses on the EDDM® route, use the following EDDM® optional endorsement line:
*********ECRWSSEDDM****
Residential Customer
If you would like your mailers to go to PO Boxes, you can use this EDDM® optional endorsement line:
*********ECRWSSEDDM****
PO Box Holder
Don’t forget, if you plan to use EDDM® Business Mail Entry Unit you will not be able to use the EDDM® Retail Indicia. Instead, you will need to apply for a permit at your post office or work with a direct mail agency that has a permit you can use.
EDDM® Indicia Placement Examples
How your EDDM® indicia will look will depend on whether you use the EDDM® Retail Indicia or choose to work with Excel Printing & Mailing and use our permit.
Below, you’ll find some examples of how the EDDM® Retail Indicia looks, and how the indicia would look when using our permit.
EDDM® Requirements: Sizes and Print Guidelines
To qualify for EDDM®, your mailer must fall within USPS-defined dimensions. EDDM® postcards must meet one of the following size requirements:
- More than 10.5” or 6.125” in height or .25” thick.
Acceptable EDDM® postcard sizes include:
- Minimum size:
- Height: >6.125"
- Length: >10.5"
- Thickness: >0.25"
- Maximum size:
- Height: 12"
- Length: 15"
- Thickness: 0.75"
These sizes ensure the mail qualifies as a "flat" and not a letter, which is a key EDDM® requirement.
You can learn more by reading our guide to EDDM sizes.
Let Us Help You Meet EDDM® Requirements
If you're unsure about EDDM® indicia placement, addressing, or USPS compliance, Excel Printing & Mailing can help. Our team will manage your campaign from start to finish, including design, print, indicia application, and delivery. We’ll also fill out all your USPS paperwork and ensure you follow the EDDM® requirements to a tee.
Let us simplify your direct mail marketing. With decades of experience and an in-house permit, we ensure your EDDM® campaign is efficient, professional, and USPS-compliant.
Contact Excel Printing and Mailing today and make meeting EDDM® requirements easy!
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Every Door Direct Mail® Questions & Answers
What is the difference between EDDM® Retail Indicia and BMEU indicia?
EDDM® Retail Indicia enables you to mail up to 5,000 postcards without a postal permit. BMEU mailings are for 5,000 or more mailers and require a permit.
Do I need a return address on EDDM® mail?
No, but including one is recommended for brand recognition.
Where should the indicia be placed?
On the same side as the delivery address (Local / Residential Postal Customer), in the top half of the mail piece.