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Every Door Direct Mail (EDDM) is a service by USPS that allows you to reach a large number of potential customers across an entire ZIP code or mailing route. It’s a cost-effective way to get your message to a large base, as it provides a cheaper postage rate than first-class or even standard bulk mailing rates, and you don’t need to build or buy a mailing list to use it.
EDDM can be a great option for small businesses looking to target specific areas. Read on to learn more about Every Door Direct Mail and whether it’s right for you and your company.
Like the name implies, Every Door Direct Mail sends the same printed piece to every residence and/or business within a certain zip code, or every residence and/or business on a specific mail route. Because you’re mailing to every recipient within a certain route, you don’t need to provide a specific mailing list with names and addresses. Instead, you’ll select the route you’d like to mail to using the USPS Mapping Tool, and your printer will address each piece to local residents using USPS approved indicia.
EDDM is cost-effective for two specific reasons. First, without the need for a mailing list or any extensive market research, you save time and money in preparing your marketing campaign. U.S. Press will print your design to your specified size, address your pieces to local residents, and USPS will mail it to the desired ZIP code or postal route for your campaign. No need to purchase address lists.
Second, EDDM was created for the sole purpose of offering a low cost option for small businesses to send direct mail, which is why USPS offers low cost postage rates for this class of mail. Postage for an EDDM campaign only costs between $.162 and $.187 per piece, which increases its viability as a cost-effective direct marketing option.
There are two types of EDDM mailings: EDDM BMEU (Business Mail Entry Unit) and EDDM Retail. EDDM BMEU, which is generally referred to simply as EDDM, is favored for large EDDM marketing campaigns targeting wider geographic areas (an entire city, multiple routes, or various routes in different cities). It’s also the most useful option when looking to market in specific areas around the country that are distant from the physical location of your business.
For example, if you’re a national retailer in Los Angeles that is getting ready to open a new location in Atlanta, you can create an EDDM BMEU campaign targeted to a specific route located near your new location.
Or, if you’re a larger company looking to send mail to every person within a city, EDDM BMEU is the best way to go.
With EDDM BMEU, you’ll need to enlist the services of a print and mail house like U.S. Press. U.S. Press can print, address, and handle the complete mailing services for your campaign. Postage for EDDM BMEU costs $.162 per piece.
For local businesses looking to start a small campaign, EDDM Retail is a great option. With EDDM Retail, you can mail up to 5,000 pieces per day, and you can simply drop off your mail to your local Post Office rather than enlist the services of a mail house. One caveat: your mail pieces must be taken to the Post Office near your route. So, if you’re looking to mail to a route in Atlanta, you would have to take your pieces to that Post Office in Atlanta. For this reason, EDDM Retail is useful for marketing campaigns directed across a nearby ZIP code or mail route (rather than larger, or more widespread campaigns of EDDM BMEU). Postage for EDDM Retail costs $.187 per piece.
Because of its location-based approach, EDDM isn’t the best method for specified marketing campaigns that depend on factors like targeted customer demographics or advertisement of products with a niche market. But it’s extremely cost-effective for broad-focus direct mail marketing campaigns designed to reach everyone in a specific area.
One way to decide if EDDM is a good fit for your company is to ask yourself these questions: Do my products/services appeal to everyone? Could anyone, within a specific geographic area, be a potential customer? Do I need to target people within certain neighborhoods?
If you answered yes to any of these questions, then EDDM could be a great option to reach prospects and grow your revenue.
To incorporate EDDM into your marketing campaign, you must ensure your mailing pieces meet USPS requirements:
Some of the commonly selected postcard sizes at U.S. Press for EDDM mailings include 8.5” x 11” and 11” x 14.”
EDDM is a simple, cost-effective way to get your campaign out and in front of the eyes of a large number of potential customers. U.S. Press can help you from start to finish with your EDDM campaign. Give us a call at 800-227-7377 to get started or click below!