Is Every Door Direct Mail Right for You?

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood. With a simplified form of addressing that does not require an actual list of addresses, this is meant to make mailing easier and cheaper for individuals at a company

Every Door Direct Mail (EDDM) is a service designed by the United States Postal Service (USPS) to help businesses reach every address in a neighborhood. With a simplified form of addressing that does not require an actual list of addresses, this is meant to make mailing easier and cheaper for individuals at a company.

When you mail with EDDM, you only need room for the EDDM indicia, endorsement and the address block (which would say postal customer and the city, state and zip code it is mailing to). All the rest of the area can contain your images and messaging. This leaves you with a lot of room for design. EDDM works best for retailers and service-based businesses in a local area, such as pizza restaurants, small neighborhood stores, dry cleaners, etc.

As with anything, EDDM has some drawbacks as well. One of the big ones is that you cannot personalize the mail. Everyone in a carrier route will get the same piece addressed to postal customer. That means that the imaging and messaging must be more generic in order to appeal to more people. Another drawback is that the size of the piece is larger for this program, so printing costs more and can eat away at any cost savings. Take the time to consider if EDDM is right for you. In many cases you will get a better return on your investment if you use a targeted list.

The following types of mail are allowable as EDDM (Every Door Direct Mail):

Flat: Mail size is between 6.126 x 11.51 to 12 x 15. A minimum of .009 thick and a maximum thickness of 3/4 inch.

Irregular Parcels: Must weigh less than 16 ounces and includes parcels such as:

  • Rolls and tubes up to 26 inches long and merchandise samples not individually addressed.
  • Unwrapped, paper-wrapped or sleeve-wrapped articles that are not letter-size or flat-size
  • Articles enclosed in envelopes that are not letter-size, flat-size or machinable parcels.

Periodicals: Periodicals consist of newspapers, magazines, journals or newsletters. To qualify for Periodicals prices, they must meet the following criteria and the publisher must be authorized.

  • The publication must be published in a serial format (such as volume 1 issue 1, volume 1 issue 2, volume 1 issue 3, etc.).
  • The publication must be published at least four times a year with a specified frequency.
  • The publisher must have a known office of publication. This office should be accessible to the public during business hours for conducting publication business.

Bound Printed Matter: An economical service for sending permanently bound materials, such as catalogs and phonebooks, up to 15 lbs in two to eight days. Sheets must be permanently bound by secure fastenings, such as staples, spiral binding, glue or stitching.

To get started with EDDM, go to this website:

  • Enter your desired ZIP code or codes.
  • Select if you want just residents or businesses, too.
  • Select the carrier routes you are interested in, or select them all.
  • There are also some general demographics for each route that you can choose from if you want to.
  • In order to process the request, you will need to set up an account.
  • Once you process the order, the website will furnish you with all the paperwork you need and the amount the postage will cost

There are two forms of EDDM: commercial (using a mail provider) or retail (you do all the work and take it to the post office). If you are using the retail version, you can only mail 5,000 pieces per ZIP code per day, and your postage rate will be $0.175 each. If you are doing commercial, there is no quantity limit and the postage is $0.157 each. If you need to mail more than 5,000, contact a service provider to help you. If you do not already have a provider you can find one near you here.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

5 thoughts on “Is Every Door Direct Mail Right for You?”

  1. My company realized the benefits of EDDM in the Health Club Industry and embraced it for all it was worth 2 yrs ago and have grown our client base immensely. The ROI has surpassed any other method of mail for our clients. Jumbo mailers (eye catching/tangible) and low postage saturation has been a hit. We mailed over 3.2 million EDDM postcards last year, and are projected to double it this year! We are still growing, and our clients couldn’t be happier. Of course, EDDM is not easy, but well worth looking into depending on the business.

  2. I believe EDDM must exceed 10.5 inches and not 11.5 inches as mentioned in the post. I think if the piece is between 10.5 and 11.5 you have to add EDDM under the indicia or something like that.

    Mike

  3. A better alternative to a targeted mailing list is a “true” saturation file – this allows for names/personalization where available and also allows for future opt-outs….and…..

  4. EDDM® is ideal for new customer acquisition campaigns, especially for small businesses and retailers (ie: pizzerias, realtors, medical practice, etc). Dollar for dollar, you really can’t beat the visibility and value it delivers. I think this a great article and I would also encourage people to visit the EDDM® Blog http://www.everydoordirectmail.com/blog which covers a huge range of topics and related marketing strategies.

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