The USPS Every Door Direct Mail (EDDM) program is a cost-effective service designed to help businesses and organizations reach local customers without the need for mailing lists or permits. Below is an overview of the program and its key benefits:
Key Features of EDDM
- No Mailing List Required: EDDM allows you to target customers based on geographic locations (zip codes, neighborhoods, or specific carrier routes) without requiring a personalized mailing list.
- Flexible Mail Formats: You can choose from a variety of flat-sized mail pieces, including postcards, flyers, brochures, and menus.
- Cost-Effective Marketing: Postage rates for EDDM are significantly lower than traditional mailing services, starting as low as $0.20 per piece.
- Simple Permit Process: You do not need a special mailing permit, which reduces the overall cost and complexity.
- High Reach Potential: You can reach every household or business within a selected area, ensuring complete saturation of a target market.
How EDDM Works
- Plan Your Campaign: Choose the geographic areas (zip codes or carrier routes) where you want to send your mail. Use the USPS online EDDM mapping tool to identify your target area and calculate potential reach.
- Design and Print Mail Pieces:
- Create engaging, flat-sized mail pieces that meet USPS size and design requirements (e.g., 6.125” x 11” postcard).
- Work with a print service provider to ensure your materials are ready for delivery.
- Prepare Your Mail:
- Bundle your mail pieces in stacks of 50 or 100.
- Complete required USPS forms (EDDM Retail or BMEU forms).
- Deliver to the Post Office: Drop off your bundled mail pieces at the designated USPS entry point (retail or business mail entry unit).
- Track Delivery and Results:
- Monitor the delivery timeline and assess campaign effectiveness based on customer responses.
Types of EDDM Services
- EDDM Retail:
- Ideal for small businesses or local organizations.
- Limits up to 5,000 mail pieces per day per zip code.
- Easy to drop off mail at local post offices.
- EDDM BMEU (Business Mail Entry Unit):
- Suitable for larger businesses or those mailing more than 5,000 pieces per day.
- Requires a USPS business customer gateway account.
Benefits of EDDM for Businesses
- Increased Brand Visibility: EDDM helps businesses connect with potential customers by putting their message directly into mailboxes, ensuring greater visibility.
- Targeted Local Marketing: You can focus on specific areas, such as neighborhoods near your location, to attract local customers.
- Cost Savings: Without the need for mailing lists or permits, EDDM reduces overall marketing expenses while maintaining a high impact.
- Simple and Accessible: The program is user-friendly, making it accessible even for businesses with no prior direct mail experience.
- Customizable for Diverse Industries: EDDM is versatile and effective for various sectors, including:
- Restaurants and cafes
- Retail stores
- Real estate agencies
- Healthcare providers
- Non-profits and community organizations
Requirements for EDDM Mail Pieces
- Size: Must be classified as "flats" with dimensions:
- Minimum: 10.5" long or 6.125" high or 0.25" thick.
- Maximum: 15" long, 12" high, or 0.75" thick.
- Weight: Each mail piece cannot exceed 3.3 ounces.
- Indicia: Must include the EDDM Retail or BMEU indicia, which replaces a postage stamp.
Steps for Success with EDDM
- Identify Your Target Audience: Use the USPS mapping tool to pinpoint areas where your ideal customers live or work.
- Create Engaging Content: Design eye-catching mail pieces with a clear call-to-action (e.g., discounts, event invites, or service promotions).
- Time Your Campaign: Consider local events, seasons, or peak business periods to ensure your message arrives when it’s most relevant.
- Measure Campaign Results: Track responses, foot traffic, or sales, resulting from the campaign to evaluate its effectiveness and refine future efforts.
Limitations of EDDM
- Saturation Only: You cannot target specific individuals; EDDM delivers to all addresses in a chosen area.
- Size and Weight Restrictions: Mail pieces must meet USPS size and weight guidelines, limiting flexibility.
- Geographic Scope: While ideal for local campaigns, EDDM may not be as effective for national or highly targeted marketing efforts.
Conclusion
The USPS Every Door Direct Mail program is a powerful tool for businesses looking to enhance their local marketing efforts. By eliminating the need for mailing lists and reducing costs, EDDM makes direct mail campaigns accessible to businesses of all sizes. Whether you’re launching a promotion, announcing a new location, or simply boosting brand awareness, EDDM provides an easy and affordable way to reach potential customers right in their homes or businesses.
At G8Pass Networks, LLC, we provide full-service (printing and mailing) and print-only solutions that meet USPS Every Door Direct Mail® requirements. From designing and printing to bundling and preparing your materials for delivery, we handle the entire process so you can focus on your business goals. Please note that we are not affiliated with or endorsed by the United States Postal Service®. However, we ensure that our services align with USPS guidelines to deliver exceptional results for your EDDM campaigns.
Learn more about the USPS Every Door Direct Mail® (EDDM) program and how it can help your business reach local customers. Visit the official USPS EDDM page by clicking here.