What is Every Door Direct Mail (EDDM)?

Those local business flyers that appear in your mailbox, reaching every house on your street? They’re likely part of a marketing strategy called Every Door Direct Mail, or EDDM.

EDDM is a specific type of direct mail service offered by the US Postal Service. It allows businesses to target entire neighborhoods without needing individual addresses. For local shops, restaurants, and service providers looking to spread the word, EDDM offers a unique mix of broad reach and affordability.

But what exactly is EDDM? How does it differ from traditional direct mail? And could it be the right move for your marketing plans?

In this guide, we’ll unpack the basics of EDDM. We’ll look at how it works, its benefits, and when to use it. No fancy jargon—just clear info to help you decide if EDDM fits your business needs.

Let’s explore how this targeted mailing option could amp up your local marketing efforts.

What is EDDM?

Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that allows businesses to send marketing materials to every household within specific postal routes without needing individual addresses. It’s a targeted form of direct mail marketing designed to reach potential customers in chosen geographic areas, making it particularly effective for local businesses and community-wide promotions.

How EDDM Works

EDDM operates through a simple process:

1. Choose your target area: Select specific postal routes or zip codes where you want your mail delivered.
2. Design your mailer: Create a mailpiece that meets USPS size and weight requirements for EDDM.
3. Print your materials: Produce the required number of mailpieces for your chosen routes.
4. Bundle and tag: Group your mailpieces by route and attach facing slips provided by USPS.
5. Drop off or schedule pickup: Deliver your bundled mailpieces to the local post office or arrange for USPS pickup.
6. Distribution: USPS carriers deliver one piece to each active address on the selected routes.

This streamlined process eliminates the need for mailing lists or individual addressing, making EDDM an efficient option for businesses looking to reach entire neighborhoods.

Benefits of EDDM

Every Door Direct Mail offers several key advantages for businesses looking to boost their local marketing efforts:

1.) Lower Postage Rates

EDDM postage rates are significantly lower than standard bulk mail rates. For small businesses, EDDM rates can be as low as $0.223 per piece for mailings up to 3.3 oz. This makes it a cost-effective option for local advertising campaigns.

2.) Targeted Marketing

The EDDM Online Tool lets you select specific neighborhoods or postal routes for your campaign. You can even filter by age, income, or household size using census data, helping you focus your efforts on areas most likely to respond to your offer.

3.) No Mailing List Required

With EDDM, you don’t need to purchase or maintain a mailing list. Your mailpieces are simply addressed to “Postal Customer,” saving time and money typically spent on managing contact databases.

4.) Reach Every Household in a Chosen Area

Your message reaches every active mailbox on your selected routes. This comprehensive coverage is particularly effective for raising brand awareness or promoting community-wide events.

5.) Flexibility

EDDM allows small businesses to send between 200 and 5,000 pieces per day per ZIP Code™. This flexibility makes it suitable for various campaign sizes, from local shop promotions to larger community outreach efforts.

6.) Easy to Use

The EDDM Online Tool simplifies the process of planning your mailing, mapping your routes, and arranging for USPS delivery. This user-friendly approach makes direct mail marketing accessible to businesses of all sizes.

By leveraging these benefits, businesses can create focused, cost-effective direct mail campaigns that efficiently reach their target audience.

Related Reading:

• 9 Benefits of Direct Mail Marketing Brochures
• Five Reasons Why Direct Mail Marketing is Still Valuable

Comparison of Costs

• EDDM is generally more affordable, with lower per-piece postage costs (printing costs are the same)
• Traditional direct mail often involves additional expenses for mailing lists and addressing

Pros of EDDM:

• Lower overall costs
• No need for a mailing list (saving you hundreds of dollars!)
• Blanket coverage of chosen areas
• Simple to use, especially for small businesses

Cons of EDDM:

• Less personalized
• Limited to specific size and weight requirements
• May reach uninterested households

Pros of Traditional Direct Mail:

• More personalized targeting
• Flexible mailpiece sizes and weights
• Can reach specific individuals or businesses

Cons of Traditional Direct Mail:

• Higher costs, especially for small quantities
• Requires maintaining mailing lists
• More complex preparation process

EDDM is often the better choice for local businesses and community-wide promotions, while traditional direct mail may be preferred for more targeted, personalized campaigns or when specific individuals need to be reached.

Tips for Successful EDDM Campaigns

Every Door Direct Mail offers a powerful way to reach local customers, but its effectiveness depends on careful planning and execution. Let’s explore some key strategies to enhance your EDDM campaigns and maximize your return on investment.

Design Best Practices

• Keep your message clear and concise
• Use eye-catching graphics and headlines
• Include a strong call-to-action
• Ensure your contact information is prominent
• Design for quick scanning, as recipients often decide in seconds whether to keep or discard mail

Timing Considerations

• Plan seasonal promotions in advance (e.g., holiday sales, spring services)
• Consider local events or trends that might impact response rates
• Avoid periods when your target audience might be less receptive (e.g., tax season for financial services)
• For recurring campaigns, maintain a consistent schedule to build familiarity

Tracking and Measuring Results

• Use unique promo codes or custom URLs to track responses
• Set up a dedicated phone number for the campaign
• Train staff to ask how customers heard about you
• Compare sales or inquiries before and after the campaign
• Consider A/B testing with different designs or offers in various neighborhoods

By focusing on these three key areas – design, timing, and tracking – you can significantly improve the performance of your EDDM campaigns. 

Remember, each campaign is an opportunity to learn and refine your approach. Pay attention to what works best for your business and audience, and don’t be afraid to adjust your strategy based on the results you see. 

With consistent effort and attention to detail, EDDM can become a valuable and reliable part of your local marketing toolkit.

Related Reading:

• Top Direct Mail Mistakes to Avoid
• Starting a Postcard Marketing Campaign

How The Printed Image Can Help

At The Printed Image, we understand the intricacies of successful EDDM campaigns and are here to support your marketing efforts. Our team offers a comprehensive suite of services to ensure your EDDM campaign is a success:

Services offered for EDDM campaigns:

• Custom design tailored to EDDM specifications
• High-quality printing that makes your mailpiece stand out
• Assistance with targeting and route selection
• Bundling and preparation of mailings according to USPS guidelines
• Coordination with local post offices for smooth delivery

Expertise in design and execution:

• Years of experience in creating effective direct mail campaigns
• Up-to-date knowledge of USPS regulations and best practices
• Data-driven approach to help you target the right neighborhoods
• Guidance on timing and frequency to maximize your campaign’s impact

Our goal is to make EDDM accessible and effective for businesses of all sizes. We handle the details so you can focus on what you do best – running your business.

Conclusion

Every Door Direct Mail offers a unique and powerful way to connect with local customers. Let’s recap the key benefits:

• Cost-effective: Lower postage rates and no need for mailing lists
• Targeted: Reach specific neighborhoods that matter most to your business
• Simple: Easy to use, especially with the help of experienced partners
• Comprehensive: Deliver your message to every mailbox in chosen areas

As you consider your marketing strategy, don’t overlook the potential of EDDM. It’s an excellent tool for local businesses looking to increase visibility, promote special offers, or announce new services. Whether you’re a seasoned direct mail advertiser or new to the game, EDDM offers a flexible, affordable way to get your message out.

Ready to give EDDM a try? The Printed Image is here to help you every step of the way. From design to delivery, we’ll ensure your campaign makes the impact you’re looking for. Reach out to us today and let’s start planning your next successful EDDM campaign. Your local customers are waiting to hear from you!