A creative deep dive into how to design EDDM postcards that stick (literally).
When it comes to advertising, you might think the best billboards are along highways or in digital ad feeds. But there’s another, often-overlooked spot that delivers incredible long-term visibility — the kitchen fridge.
That’s right. Your customer’s refrigerator might just be the most valuable ad space you can aim for.
The Power of the Fridge
Unlike a fleeting social media scroll or a quickly discarded flyer, postcards that make it to the fridge have staying power. Whether pinned under a magnet, tucked into a drawer, or left on the kitchen counter, 36% of recipients save direct mail for future reference.
Why? Because it feels useful — and that matters.
Direct mail isn’t just a piece of paper. It’s a visual reminder. A presence in the home. A daily nudge that keeps your business top-of-mind.
It’s Not Just Kept — It’s Seen
Studies show that the average piece of direct mail stays in the home for 17 days. That’s over two weeks of potential impressions. And here’s where it gets interesting: marketing research reveals it takes about 7 impressions for someone to take action on a brand. When your postcard is displayed on the fridge and passed multiple times a day? You’re racking up those impressions — without lifting a finger.
Even if the customer doesn’t act right away, this ongoing exposure builds familiarity and trust. That’s the magic of brand awareness — one of direct mail’s most underrated (but powerful) advantages.
Why Do People Save Certain Postcards?
There’s psychology at play. People are more likely to keep and display mail that:
- Solves a problem they expect to face soon (like HVAC, dental, or home services)
- Includes a strong offer or coupon
- Looks visually appealing or professional
- Feels personal or local
- Is easy to skim and understand
In short, if it’s useful or eye-catching, it earns its place on the fridge.
How to Design for Fridge-Worthiness
Want your EDDM postcard to earn a front-row spot in the home? Here’s how to design with purpose:
1. Lead with a Practical Offer
Give them a reason to save it. Discounts, limited-time offers, loyalty perks, or referral bonuses work well — especially when they include an expiration date that creates urgency.
2. Make It Visually Fridge-Friendly
Use:
- Bold, clean typography
- A well-balanced layout with breathing room
- Brand colors and logos for instant recognition
- Professional imagery (no stock photo overload)
Think of your postcard as a mini-poster — not just a flyer.
3. Be Local and Personal
People are more likely to save mail from businesses that feel familiar or community-based. Add a personal touch: a photo of your team, a neighborhood reference, or a friendly message that builds trust.
4. Make Key Info Easy to Find
Contact details, hours, and website URLs should be scannable in seconds. QR codes can help bridge the offline-to-online gap without clutter.
5. Design for the Long Haul
Even if someone doesn’t need your service today, they might later. Make sure your branding is strong enough to be remembered — and recognized when they do need you.
Your Postcard = A Daily Reminder
Your postcard isn’t junk mail. It’s a mini billboard — right at the heart of your customer’s home.
By designing with fridge-worthiness in mind, you’re not just reaching households. You’re staying in them, becoming part of the daily routine, and making sure your brand is there when it matters most.
So next time you send out a campaign, ask yourself: Would I pin this to my fridge?
If the answer is yes, you’re doing it right.
