Is EDDM Right for Me?

Is Every Door Direct Mail Right for Me?

USPS Every Door Direct Mail® (EDDM) is an easy and cheap way to get the word out about your business.

EDDM® allows you to send direct mailings along specific mailing routes. You can view routes based on age, income, and average household size, so you can choose the routes that best fit your target market.

How to Get Started with EDDM

1.     Setup Your USPS EDDM Retail or Business Account

The USPS® offers two account types of direct mailings – EDDM Retail® or Business Accounts.

An EDDM Retail account allows you to send up to 5,000 pieces of mail per day per ZIP Code. For small businesses, this is the most popular account type because it does not require you to purchase a postage permit.

A Business Account allows you to send more than 5,000 pieces of mail per day per ZIP Code, but you must purchase a postage permit. EDDM mailings made through Business Accounts are called Business Mail Entry Unit (BMEU) Marketing Mail.

2.     Select Your Routes

You can use the EDDM Mapping tool to choose which routes you want your mailings to be delivered along. The Mapping tool shows you how many residences and businesses are along each route, as well as ages and average household size and income. The tool allows you to choose routes that most closely align with your target market.

3.     Design & Print Your Mailings

The USPS offers two ways to get started. You can either design and print your mailings yourself, or you can design and print them with an USPS affiliate printer.

Designing your own mailings will save money, but using an affiliate printer will save time. No matter which option you choose, make sure to clearly state the benefits you offer and have a clear call to action stated in multiple places on the mailing.

Every Door Direct Mail allows specific size mailings – the most common are postcards (6.5” x 9”), oversized postcards (8.5” x 11”), and trifold menus (4.25” x 14”).

4.     Choose Your Drop-Off Date

You’ll choose drop-off dates based on how many deliveries you want and where the routes are located.

5.     Prepare Your Bundles

After you’ve printed your mailings and chosen your drop-off date, bundle the mailings in stacks of 50 to 100. The USPS does not allow the stacks to be higher than 6 inches.

6.     Fill Out Processing Forms

Facing slips and EDDM forms tell the Post Office exactly how to process your mailings and where to send them. You’ll also use these forms to indicate any addresses that should be avoided because the residents requested not to receive mail from you anymore.

If you’re sending your mailings through EDDM Retail, you’ll have to fill out a facing slip and an EDDM Retail PS form.

7.     Submit Mailings & Pay for Postage

You’re almost done! You just have to pay, which you can do online or at the Post Office when you deliver your mailings. Once the Post Office has your mailings, you just have to sit back and wait for new business.

Things to Consider about EDDM

Every Door Direct Mail is not for every business.

If your business offers a universally needed product or service, you might want to consider EDDM over targeted mail. If you view everyone as a potential customer (for example, a gym, restaurant, moving company, or auto repair shop), targeted mail may cost you too much time and money to be worth it. However, if your business has a specific demographic, EDDM is not for you.

You can also consider Every Door Direct Mail if you have an extremely small marketing budget because you don’t have to pay for a mailing list and will be able to mail items for much cheaper. EDDM Retail mail is only $0.177 per piece. EDDM BMEU Marketing Mail is only $0.156 per piece.

Advantages of Using EDDM

  • You can saturate entire neighborhoods with your business’s information and benefits.
  • You don’t have to purchase a mailing list, which can be costly.
  • You’ll save money by not purchasing an annual postage permit.

Disadvantages of Using EDDM

  • Your marketing is limited to entire carrier routes, so there is no personalization or targeted marketing.
  • EDDM allows specific sizes, so you may have to print mailings larger than you would like.
  • Every Door Direct Mail requires additional work because you have to separate mail into bundles and complete forms.