A few years ago, the U.S. Postal Service introduced Every Door Direct Mail (EDDM). It’s a great option for businesses trying to reach a local audience. EDDM postage (17.6¢ each) beats traditional direct mail postage, which cannot be calculated by mere humans. (Okay, that’s not true, but standard postage is egregiously complicated. Let’s say you’re lucky if it’s 21¢ each, but it can run 28¢ and higher, and you never know until we process your mailing list.) Plus traditional direct mail requires a mailing list (starting at $200 if you don’t have one) and processing (starting at $125). Of course, EDDM has limitations.
- Size and Weight The piece has to meet EDDM size and weight criteria, but that’s fairly easy.
- Can’t Select Individual Recipients You can’t select individual address, and you can’t split routes. You mail to entire routes only (a few homes to thousands of homes each).
- Daily Limits You have to mail at least 200 per mailing and no more than 5000 per day.
- Take Mailing to Delivering Post Office You have to take your mail to the delivering post office or ship it to each post office.
- Preparation The paperwork has to be prepared, and the mail pieces have to be bundled in 50s or 100s.
- brick-and-mortar retail stores
- car dealers
- home services
- medical offices
- car repair shops
Comparing EDDM and Standard Direct MailHere’s a quick comparison chart.
|EDDM||Standard Direct Mail|
|Postage||17.6¢ as of April 2016||It’s complicated. Let’s say 21¢ each and higher.|
|Mailing List||0||Starting at $200|
|Mailing List Processing||0||Starting at $125|
|Can select individual homes||No||Yes|
|Can select homes based on demographics||Whole postal routes only||Yes – Location, age, income and lots more options|
|Can select businesses||Limited. Most routes include more homes than businesses. Limited number of routes have only business addresses.||Yes|
|Send to Named Individuals||No||Yes|
Basic StepsHere are the basic steps.
- Create your printed piece to EDDM specs.
- At USPS.com, create an account.
- At USPS.com, create a new mailing, select the neighborhoods/routes you want to reach and print your paperwork.
- Bundle your mailing with the paperwork.
- Take your mailing to the delivering post office and pay 17.5¢ each or pay online when you place the order.