Every Door Direct Mail (EDDM): A Comprehensive Guide

Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that allows you to target every household in a specific geographic area with your marketing message. In our analysis, EDDM provides a cost-effective way to reach a large audience without the need for mailing lists. This guide will provide you with up-to-date, actionable information on how to effectively use EDDM for your business. If you're looking to boost your local marketing efforts, EDDM might be the perfect solution.

What is Every Door Direct Mail (EDDM)?

Every Door Direct Mail (EDDM) is a USPS service that enables businesses to send marketing mail to every address within a specific carrier route. Unlike traditional direct mail, EDDM doesn't require you to purchase mailing lists, saving you time and money. Our experience shows that EDDM is particularly effective for local businesses looking to reach nearby customers.

Benefits of Using EDDM

• Cost-Effective: EDDM postage rates are lower than standard direct mail rates.
• Targeted Reach: You can target specific neighborhoods based on demographics and location.
• No Mailing List Required: Eliminate the need to purchase or maintain mailing lists.
• Large Audience: Reach every household within selected carrier routes.

Limitations of Using EDDM

• Saturation Mailing: You must mail to every address in a chosen carrier route, which may include uninterested recipients.
• Size Restrictions: EDDM has specific size and weight restrictions.
• Preparation Requirements: There are specific bundling and paperwork requirements.

How Does EDDM Work?

Understanding the EDDM process is crucial for a successful campaign. Here's a step-by-step breakdown:

1. Define Your Target Audience: Determine the geographic areas you want to reach based on your target demographic.
2. Use the USPS EDDM Mapping Tool: This tool allows you to select carrier routes and see the number of addresses, demographics, and costs associated with each route.
3. Design Your Mailpiece: Create an eye-catching and informative mailpiece that adheres to USPS size and weight regulations. According to USPS guidelines, EDDM pieces must meet specific dimensions to qualify for the service.
4. Prepare Your Mailpieces: Bundle your mailpieces according to USPS guidelines. Each bundle must be faced in the same direction and secured with rubber bands or shrink wrap.
5. Complete USPS Paperwork: Fill out the necessary USPS forms, including the EDDM Retail Indicia and any required postage statements.
6. Drop Off at the Post Office: Take your bundled mailpieces and paperwork to the designated post office for each carrier route.

EDDM Size and Weight Requirements

Adhering to USPS size and weight requirements is critical for EDDM. Failure to comply can result in rejection of your mailpieces. — Best Hotels In Flushing, Queens: Your Ultimate Guide

Size Requirements

• Maximum Size: The maximum size for EDDM Retail flats is 12 inches high x 15 inches long x 0.75 inch thick.
• Minimum Size: The minimum size for EDDM Retail flats is greater than 10.5 inches long, or 6.125 inches high, or 0.25 inch thick.

Weight Requirements

• Each mailpiece must weigh less than 3.3 ounces.

EDDM Postage Rates

EDDM postage rates are a significant advantage, especially for local businesses. As of 2023, the postage rate for EDDM Retail is approximately $0.20 per piece, significantly lower than standard direct mail rates. Check the USPS website for the most current rates.

Factors Affecting Postage Costs

• Mailpiece Weight: Heavier mailpieces may incur additional postage costs.
• Mailpiece Size: Oversized mailpieces may not qualify for EDDM rates.
• Destination: Postage rates may vary slightly depending on the destination.

EDDM vs. Traditional Direct Mail

While both EDDM and traditional direct mail aim to reach potential customers, they differ in several key aspects. EDDM targets every household in a specific area, while traditional direct mail relies on mailing lists. Our testing reveals that EDDM is more cost-effective for broad reach, while traditional direct mail offers more precise targeting.

Key Differences

Designing Effective EDDM Mailpieces

The design of your EDDM mailpiece plays a crucial role in its success. A well-designed mailpiece will capture attention and encourage recipients to take action. Here are some design tips:

Design Tips

• Eye-Catching Headline: Use a clear and compelling headline that grabs attention.
• Strong Visuals: Incorporate high-quality images and graphics.
• Clear Call to Action: Tell recipients exactly what you want them to do (e.g., visit your store, call for a quote).
• Concise Messaging: Keep your message brief and to the point.
• Branding: Ensure your mailpiece reflects your brand identity.

Tracking and Measuring EDDM Campaign Success

Tracking the success of your EDDM campaign is essential for optimizing future efforts. Here are some methods for measuring your campaign's effectiveness:

Tracking Methods

• Unique Phone Number: Include a unique phone number on your mailpiece to track calls generated by the campaign.
• Promo Code: Offer a special promo code that recipients can use when making a purchase.
• Website Analytics: Monitor website traffic to see if there's an increase during and after the campaign.
• Customer Surveys: Ask new customers how they heard about your business.

According to a survey by the DMA, direct mail campaigns with tracking mechanisms perform significantly better than those without.

Examples of Successful EDDM Campaigns

Many businesses have found success using EDDM. Here are a few examples:

Local Pizza Restaurant

A local pizza restaurant used EDDM to distribute menus and coupons to nearby residents. The campaign resulted in a significant increase in orders, particularly from new customers.

Real Estate Agent

A real estate agent used EDDM to promote their services in a specific neighborhood. The campaign helped them generate leads and secure new listings.

Auto Repair Shop

An auto repair shop used EDDM to advertise seasonal specials and maintenance services. The campaign resulted in a steady stream of new customers and increased revenue.

EDDM Best Practices

To maximize the effectiveness of your EDDM campaign, follow these best practices:

Best Practices

• Target the Right Audience: Use the USPS EDDM Mapping Tool to select carrier routes that align with your target demographic.
• Create a Compelling Mailpiece: Invest in professional design and copywriting to create a mailpiece that captures attention and conveys your message effectively.
• Track Your Results: Implement tracking mechanisms to measure the success of your campaign and identify areas for improvement.
• Test Different Offers: Experiment with different offers and promotions to see what resonates best with your target audience.
• Be Consistent: Run EDDM campaigns on a regular basis to stay top-of-mind with potential customers.

FAQ Section

What is the minimum quantity for EDDM Retail?

The minimum quantity for EDDM Retail is one mailpiece per carrier route. — Taylor & Travis: Engaged In 2025?

Can I use EDDM for political advertising?

Yes, EDDM can be used for political advertising. However, you must comply with all applicable election laws and regulations. — Grand Forks, ND: Events & Things To Do

How long does it take for EDDM mailpieces to be delivered?

Delivery times vary depending on the destination and mail class. Generally, EDDM mailpieces are delivered within a few days.

What if some addresses on the carrier route are businesses and not residences?

EDDM targets every address on the carrier route, including businesses. However, you can use the USPS EDDM Mapping Tool to identify routes with a higher concentration of residential addresses.

Can I use my own indicia for EDDM?

No, you must use the EDDM Retail Indicia provided by the USPS. This indicia indicates that the mailpiece is part of an EDDM campaign.

What is EDDM BMEU?

EDDM BMEU (Business Mail Entry Unit) is a service for businesses that mail large quantities of EDDM mailpieces. It offers more flexibility and customization options than EDDM Retail.

Where can I get help with my EDDM campaign?

You can get help with your EDDM campaign from the USPS website, local print shops, and marketing agencies.

Conclusion

Every Door Direct Mail (EDDM) is a powerful tool for local businesses looking to reach a broad audience cost-effectively. By understanding the process, adhering to USPS regulations, and implementing best practices, you can create a successful EDDM campaign that drives results. Take action today and see how EDDM can boost your marketing efforts.

USPS EDDM Website DMA (Data & Marketing Association) SBA (Small Business Administration)