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What Is Every Door Direct Mail or EDDM?

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Do you want to get the word out about your business to the people who matter the most in your market? Are you looking for a simple, cost-effective, and proven solution for mailing to entire neighborhoods or reaching every mailbox? EDDM may be perfect for you!

What is EDDM you ask? EDDM stands for Every Door Direct Mail and is a bulk mailing option offered by the United States Postal Service that allows your business to reach potential customers without knowing their address. Simply choose the mailing routes you feel would benefit your business and your mail pieces will be delivered to every active address on your designated route.

Is EDDM the right bulk mailing option for your direct mail marketing?

There are several bulk mailing options offered by the USPS for you to choose from. Determining what your direct mail goals are will help you make an informed decision about which option is right for your business.

Some questions to ask yourself when deciding if EDDM is right for you are:

Can everyone on the postal carrier route you selected benefit from your products or services?

Mailing list vs EDDM 

It’s important to think about what exactly you are marketing and who exactly you are marketing to. Because EDDM delivers to every address on the EDDM mailing route, it is important to note that if your product or service isn’t beneficial to most people, you may generate better results by using a different direct mail option like a targeted mailing list. For example, a roofing company would benefit from EDDM while a childcare organization would benefit from using a mailing list that targets homes with children present.

When choosing a route, make sure you consider the neighborhood you are targeting and that it is a viable area to market your product or service. For instance, if you're marketing lawn care, you most likely do not want to target an area full of row houses or apartment complexes who have no lawn to care for.

Do you want to mail to a list of specific addresses?

With Every Door Direct Mail, your EDDM postcards, EDDM flyers, and other EDDM mail-pieces will be sent to every household on the carrier route you have chosen. You can target census demographics like age range, household income and size to better target potential customers. However, if you have a mailing list picked out already or are interested in targeting specific households, a more targeted direct mail solution may be better for your needs.

Are you a Business to Business (B2B) retailer?

If you are marketing to businesses you may not want to use EDDM. With EDDM you can mail to residences on a carrier route, or businesses and residences on a carrier route. Unfortunately, you cannot mail to only businesses on a carrier route.

If you are promoting your B2B services through proven direct mail or need to mail to just the businesses in a certain geographic area, you can easily achieve this by using our direct mail list building tool for businesses.

What is regular "direct mail?" Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters, sales letters and more. Major corporations and successful marketers, know that direct mail advertising is one of the most effective ways to reach out to new and existing clients and it generates one of the highest ROIs compared to any other marketing strategy. What’s the advantage of direct mail marketing? Unlike other forms of advertising, in which you’re never sure just who’s getting your message, direct mail lets you communicate one-on-one with your target audience in a tangible way. Direct mail allows you to control and track who receives your messages, when it’s delivered, and how many people you reach, while avoiding the digital clutter that accompanies any online marketing effort.

Direct mailing (called “bulk mailing” when large quantities of mail are being sent out) is a very powerful tool that your company can use to target a specific consumer or business type that can best benefit from your company. If you are a new business or have not been collecting customer data, assembling your own mailing list can take a very long time. That’s why many businesses in the print and mail services industry offer targeted mailing lists. These lists are highly customizable and can be targeted to very specific groups who share specific qualities such as interests, age, gender, job title, and more.

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These tailored direct mailing lists can enable you to get started with creating your own targeted direct mail campaigns. Choose from a variety of key parameters including ZIP code and specific demographics to ensure that your mail pieces are delivered to the consumers or businesses that matter the most.

Every Door Direct Mail encompasses a subsection of direct mail that doesn’t target based on shared qualities, but rather, targets based on shared USPS postal routes. EDDM mail pieces will not be addressed to individuals, but rather to “Current Resident” or “Our Neighbor” since there’s no guarantee that any specific mailer will be delivered to any specific household. This is one factor why EDDM’s rates are lower. But that doesn’t mean it doesn’t have its strengths and advantages, including getting the word out about your brand to as many people as possible in the most affordable and effective way.

What is your expected EDDM delivery time?

EDDM requires you to plan for more time compared to other direct mail marketing options. Average delivery times for EDDM fall between 7-14 days from the time it is delivered to the post office. While with other direct mail options, depending on your direct mail provider, your mail pieces can be delivered anywhere from 1-8 days after you approve your printed material.

As long as you order your EDDM printing and mailing at least one to two weeks prior to when you want it to arrive in your audiences’ mailboxes, you are generally safe. Instances that fall towards the 14 day EDDM delivery time tend to be EDDM mailers that are either being mailed to physically remote mail routes or mailers that are sent during peak mail volume such as around the holidays.

Using EDDM to achieve your marketing goals

EDDM is very effective in certain circumstances. When using EDDM, simplicity and affordability should be your primary concerns.

One of the most effective uses of EDDM is to reach a location without the use of a mailing list. Or to saturate an area with your brand without needing to know specific addresses. If you have identified an area that could benefit from your products or services, but have little to no exposure to your business, EDDM is an ideal solution to reaching those potential customers.

Newsletters and Postcards are popular EDDM pieces—known as “flat EDDM mailers”—along with brochures—known as “folded EDDM mailers”—that can help grow your business exponentially. Each type of mailer can boost traffic to your business by providing your audience with useful information about your brand or a big sale while giving potential and returning customers an incentive to visit your store or website.

Want some free samples of EDDM sized mailers for inspiration?

Direct Mail Idea Pack - 6x11 Postcard Free Resource: Direct Mail Idea Pack

Get your FREE Direct Mail Idea Pack today by filling out the form on the page linked below. You can also see a preview of the various pieces using the other link below!

Since you or your EDDM printer and mailer do all the mail sorting and packaging for the USPS, costs are cut considerably compared to other bulk mailing options. Even if you already have a mailing list, it could be more cost-effective to use EDDM.

How does EDDM work?

Every Door Direct Mail marketing was designed to work in the easiest and most affordable way. So, putting together your EDDM mailing campaign is simple.

Step 1. Establish your direct mail marketing goals

Before you do anything, it is important to decide what you want to gain from your direct mail marketing campaign. Are you looking to acquire a residential mailing list, send flyers out to neighborhoods, saturate an area with your brand? Once you have set a goal like, generate more leads, engage with an underexposed local market, or promote a sale, then you can decide if EDDM is right for your business.

Step 2. Design your mail pieces and have them printed in accordance with USPS guidelines

When developing your EDDM mail pieces, it is very important that you follow the USPS printing guidelines. The USPS has very stringent direct mail size requirements which means you need to follow the EDDM requirements very closely to allow the USPS to process your EDDM order quickly. The USPS EDDM printing regulations require that mail-pieces are taller than 6.125” or longer than 11.5” and smaller than 12”x15”. For example, USPS postcard printing guidelines for EDDM require your postcard to be at least 6.25”x9”. The USPS has specific guidelines about what areas of your mail pieces must remain blank which you can find here or you can use an EDDM printing template provided by your EDDM printer.

Once you have created the artwork for your mail piece you will need to have them printed. When choosing a printer consider one that is a full service EDDM provider. Also, speaking with an EDDM customer service representative is a good idea to make sure that EDDM is the right solution for your goals and that you are getting the best deal possible.

Step 3. Choose your mail routes

When choosing your EDDM mailing routes do your research. The Conquest EDDM Map Tool or the USPS’s EDDM Mail Carrier Route Map is a powerful tool to help you choose the best carrier routes for your EDDM marketing goals.

Remember, you may also target census demographics within your carrier route. Doing so can help narrow down potential customers and help you save money on mailing costs by weeding out routes you feel may not be as interested in your business.

EDDM Retail vs EDDM BMEU Provider

Once you have your EDDM mailers ready to go, it’s time to decide if you want to handle your EDDM yourself or have a provider do all the work for you.

Most often, having your printer take care of your EDDM preparation for you will save your business time and money. Be sure to speak with a customer service representative at your printer to be sure you are making the most of your marketing dollar.

With EDDM Retail, you are not required to have any sort of mailing permit and it’s fairly simple to put together. While if you use BMEU, you can utilize your printers mailing permit while having them handle all the heavy lifting for you. If you choose to process EDDM yourself, you will be using EDDM Retail and you EDDM mailers will be labeled “Retail.”

If you choose EDDM Retail, you will need to separate your mailers into 100-piece bundles with your EDDM mailing slips on top. You will then need to deliver those bundles to the post offices that are responsible for the carrier routes you have selected. This may require you to travel to several different post offices and if you are targeting a wide area, could take a considerable amount of travel time and expense which is one reason many businesses turn to BMEU instead. For more details on EDDM Retail, visit the USPS EDDM website.

EDDM is a fantastic way to reach potential customers simply and affordably. And with a little planning, EDDM can help you achieve your marketing goals.

CG Flyer TemplatesLearn More About EDDM

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