The 9x12 method is a proven direct mail marketing strategy that helps local businesses reach thousands of households affordably through shared postcard campaigns.
Written by Dustin Myers · Updated April 2026
If you already understand the business model and need a site, browse our 9x12 method website templates to see template options for EDDM and community card campaigns.
The 9x12 method (also known as the Local Spotlight method or shared mail advertising) is a collaborative direct mail marketing approach where multiple local businesses share space on a single oversized postcard measuring 9 inches by 12 inches.
Instead of one business bearing the entire cost of printing and mailing thousands of postcards, 12-16 businesses split the expense—making direct mail advertising accessible to small businesses that couldn't otherwise afford it.
The 9x12 size is the largest postcard format that qualifies for USPS Every Door Direct Mail (EDDM) rates while still being cost-effective to print. The oversized format stands out in mailboxes and provides enough space for multiple businesses to have impactful ad spots.
The EDDM School Skool community is the go-to resource for learning the ins and outs of running successful shared mail campaigns.
Whether you're just starting out or scaling your existing operation, the EDDM School community has the resources and support you need.
Join the EDDM School Community12-16 non-competing local businesses join together to share postcard space and costs.
Each business gets an ad spot on the 9x12 postcard with their offer, contact info, and branding.
Target specific neighborhoods using USPS EDDM routes to reach your ideal customer demographics.
Postcards reach every mailbox in selected routes—typically 5,000-10,000 households per campaign.
The 9x12 method has become popular among local businesses for good reason.
Share costs with other businesses. What would cost $3,000+ alone might cost $300-500 per business.
Direct mail has a 4.4% response rate vs 0.12% for email — 36x more effective at driving action, according to the Data & Marketing Association (DMA).
Reach every household in specific neighborhoods where your ideal customers live and work.
9x12 oversized postcards can't be ignored—they're the biggest item in most mailboxes.
Build relationships with complementary local businesses while cross-promoting to shared audiences.
Campaign operators can build a sustainable business with monthly recurring campaigns.
Many people run 9x12 campaigns as a profitable side business or full-time venture.
Based on 12 advertisers, 5,000 postcards
Part-time commitment, 15-20 hrs/week
Happy advertisers return monthly
Want to learn how to start your own 9x12 business?
Read our complete 9x12 Side Business Guide →While the 9x12 postcard remains the most popular format, 6x11 community cards are rapidly gaining traction among operators. A 6x11 community card uses the same shared advertising model — multiple local businesses splitting the cost of a single mailer — but in a smaller, more affordable format.
The 6x11 format typically holds 4-8 ad spots and costs less to print and mail, making it a great entry point for new operators or smaller markets. Many experienced operators run both formats: 9x12 postcards for larger campaigns and 6x11 community cards for tighter neighborhoods or budget-conscious advertisers.
| Feature | 9x12 Postcard | 6x11 Community Card |
|---|---|---|
| Size | 9" x 12" | 6" x 11" |
| Ad Spots | 12-16 businesses | 4-8 businesses |
| Print Cost (5,000) | $400-600 | $250-400 |
| EDDM Eligible | Yes | Yes |
| Mailbox Impact | Maximum — largest format | Strong — still oversized |
| Best For | Larger markets, max revenue | Smaller markets, lower entry cost |
Both 9x12tools.com and SpotDrops support both 9x12 and 6x11 formats, so you can run whichever size fits your market.
The right tools make running 9x12 postcard campaigns faster and more profitable.
Free direct mail software for 9x12 operators. Handles payments, advertiser intake, EDDM route planning, and QR scan tracking — $0/month, 7% only when spots sell.
Visit SpotDropsPurpose-built websites for 9x12 operators. Launch a professional campaign site in 60 seconds with lead capture, live postcard preview, and custom domain support.
Get StartedIndividual ad spots on a 9x12 postcard typically range from $200-$800 depending on the size of the spot and the number of postcards being mailed. This is significantly cheaper than running a solo direct mail campaign.
EDDM (Every Door Direct Mail) is the USPS mailing service used to deliver postcards. The 9x12 method specifically refers to the shared postcard format and business model, which often uses EDDM for delivery.
You can either join an existing campaign through a local 9x12 operator, or start your own campaign by recruiting local businesses, designing the postcard, selecting EDDM routes, and coordinating printing and mailing. The best way to learn is by joining the EDDM School community on Skool where experienced operators share their strategies and answer questions.
The Local Spotlight method is another name for 9x12 postcard marketing. It's called "Local Spotlight" because it shines a spotlight on local businesses through shared direct mail campaigns.
Yes! A professional website helps you attract advertisers, showcase past campaigns, capture leads, and build credibility. That's exactly what 9x12tools.com provides—purpose-built websites that launch in 60 seconds.
Yes, many people run 9x12 campaigns as a profitable side business or full-time venture. A typical campaign with 12 advertisers can generate $3,000-$3,400 in profit. Running 2-3 campaigns monthly as a side gig can earn $6,000-$10,000/month.
The 9x12 method is an excellent side business because it offers flexible hours, low startup costs ($300-500), location independence, and recurring revenue potential. You can run campaigns around your full-time job and scale up as you gain experience.
A casual 9x12 side gig requires about 10-15 hours per week. This includes prospecting businesses, coordinating designs, and managing logistics. The work is flexible—you can make calls during lunch breaks and handle admin tasks on weekends.
A 9x12 postcard measures 9 inches wide by 12 inches tall — roughly the size of a standard sheet of paper. This is the largest postcard format that qualifies for USPS Every Door Direct Mail (EDDM) rates. The oversized format is impossible to miss in a mailbox, which is why response rates are significantly higher than standard-size mailers.
USPS EDDM postage for oversized postcards (including 9x12) is currently around $0.18-$0.21 per piece, depending on the route and volume. For a typical 5,000-piece mailing, postage runs about $900-$1,050. This is significantly cheaper than standard first-class postage because EDDM doesn't require individual addresses — it reaches every mailbox on the selected carrier routes.
Many operators use SpotDrops — free campaign management software that handles advertiser payments, intake, EDDM route planning, and QR scan tracking. For a professional website to attract advertisers, operators use 9x12tools.com to launch a campaign site in 60 seconds. For postcard design, Canva and Adobe Illustrator are popular choices.
A 6x11 community card is a smaller shared mailer (6 inches by 11 inches) that uses the same business model as the 9x12 method — multiple local businesses share ad space and split the cost. The 6x11 format typically holds 4-8 ad spots, costs less to print, and still qualifies for USPS EDDM rates. It's a popular entry point for new operators or for targeting smaller neighborhoods.
Both formats work well. If you're just starting out or working in a smaller market, 6x11 community cards have lower print costs and are easier to fill with fewer advertiser spots needed. If you're in a larger market and want maximum revenue per campaign, the 9x12 format fits more ad spots and has more visual impact. Many experienced operators run both formats depending on the market.
A standard 9x12 postcard typically fits 12-16 business ad spots, depending on the layout. Most operators sell one spot per business category (plumber, dentist, restaurant, etc.) to ensure each advertiser has category exclusivity. Some operators offer premium larger spots at higher prices, which may reduce the total number of ads on the card.