When I began researching practical marketing tools for local businesses, I came across a method that many overlook—custom EDDM magnet mailers. These mailers combine the wide reach of USPS’s Every Door Direct Mail (EDDM) program with the staying power of magnets. As I found during my research, this combination makes it easier for small businesses to stay in front of potential customers over time.

This guide explains everything you need to know about EDDM magnet mailers, how they work, what makes them effective, and how to design and send them.

What Is EDDM?

EDDM stands for Every Door Direct Mail, a service offered by the United States Postal Service. It allows businesses to send mail to every address in a selected area without using a mailing list. You simply choose a ZIP code or neighborhood, prepare your mailers, and deliver them to the local post office for distribution.

As per USPS data, 77% of households sort through their mail daily. That means any physical mail piece—if designed well—has a good chance of being seen and read.

Why Use Magnets in EDDM Campaigns?

During my research, I found that many businesses use standard postcards or flyers in their EDDM campaigns. However, magnets offer a few key advantages:

1. Retention – People are more likely to keep magnets, especially when they serve a purpose (e.g., displaying contact info, schedules, or coupons).
2. Visibility – Fridge magnets stay in view for months. That means your brand remains present in the home.
3. Durability – Magnets are not easily torn or discarded.

A 2023 report from the Direct Marketing Association (DMA) showed that magnet mailers have a 51.1% higher retention rate than regular postcard mailers. This makes them particularly useful for businesses that want long-term visibility within a community.

What Are Custom Postcard Magnets?

Custom postcard magnets are standard-sized postcards with an attached or integrated magnet. These magnets can be designed to display key information like business contact details, appointment schedules, or emergency phone numbers.

As per my research, postcard magnets can serve two functions. The printed postcard carries the full marketing message, while the magnet part stays behind with the recipient, keeping your brand visible long after the postcard is read.

Designing a Postcard with Removable Magnet

One specific type of magnet mailer is the postcard with removable magnet. It includes a detachable magnet that can be peeled off the card and stuck to a metal surface like a refrigerator or filing cabinet. This design offers the advantage of keeping important contact information or service details in plain sight.

Here’s what I suggest including on such a magnet mailer:

• Business Name and Logo
• Phone Number and Website
• Primary Service or Offer
• Call to Action (e.g., "Call Now", "Book Online", or "Scan QR Code")
• QR Code linking to a specific service page or coupon
• Operating Hours (optional but useful)

As per available data, the average consumer spends only 8–10 seconds glancing at mail. So, it’s important to highlight the most critical details clearly and quickly.

Understanding Magnet EDDM Mailer Sizes and Rules

Magnet EDDM mailers must meet specific size and thickness requirements set by USPS. The most commonly used size is 6.5” x 9”, which qualifies as a "flat" under EDDM rules and allows for more visual space than a standard postcard.

USPS requires that EDDM pieces:

• Weigh less than 3.3 ounces
• Be at least 6.125” x 11.5” in size (for flats)
• Be bundled in stacks of 50 or 100 for delivery
• Include an EDDM-approved indicia (the printed label that replaces a postage stamp)

You can find the full set of requirements on the USPS EDDM site.

Who Should Use EDDM Magnet Mailers?

In my opinion, this method works especially well for service-based and local businesses. From what I’ve observed in case studies and business forums, here are the most common industries using magnet EDDM mailers:

• Restaurants – share weekly specials or loyalty programs
• Plumbers, Electricians, HVAC Services – offer 24/7 emergency contact info
• Dentists and Clinics – provide appointment reminders or contact details
• Real Estate Agents – showcase listings and open house schedules
• Pet Care Services – promote grooming, training, or emergency numbers

As per a USPS small business survey from 2024, 71% of business owners who used EDDM reported an increase in brand recognition within their local markets.

Steps to Launch a Magnet EDDM Campaign

If you're new to this process, here are the basic steps to create and distribute a magnet mailer:

1. Create the Design
   Use a design tool like Canva or hire a designer who knows USPS guidelines. Ensure the magnet is clearly integrated and the indicia is included.
2. Print Your Mailers
   Several printing companies offer EDDM-compatible magnet printing. One example is magnetbyMail, which prints mailers specifically designed for EDDM campaigns.
3. Choose Delivery Routes
   Visit eddm.usps.com and use the mapping tool to select ZIP codes, neighborhoods, or postal routes.
4. Bundle and Label
   Follow USPS bundling rules (usually in stacks of 50–100), fill out the paperwork, and deliver your bundles to the post office.
5. Track Your Results
   Use a trackable phone number, promo code, or QR code to see how many leads or sales your mailer generates.

Common Mistakes to Avoid

As I found during my research, beginners sometimes make these common mistakes when starting with magnet EDDM:

• Overloading the design with too much text or clutter
• Missing USPS size guidelines, leading to delivery delays
• Failing to track results, which makes it hard to measure ROI
• Not repeating the campaign – one-time mailers usually don’t deliver long-term results

A good rule of thumb is to run EDDM campaigns every 60–90 days for better brand recall.

Final Thoughts

Custom EDDM magnet mailers are a practical and cost-effective way to stay in front of local customers. They combine the broad reach of USPS’s Every Door Direct Mail service with the staying power of magnets that people keep on their fridges, desks, or filing cabinets.

As per my experience and the data I found, this strategy can help small businesses improve visibility, retain customer interest, and build local brand awareness over time. Whether you use a postcard with removable magnet or a full custom postcard magnet, it’s worth exploring this method as part of your local marketing mix.