Every Door Direct Mail (EDDM) is one of the most accessible options for businesses that want to reach local audiences without needing a detailed mailing list. Offered by the U.S. Postal Service, EDDM allows you to blanket specific neighborhoods with printed marketing pieces. It’s a popular choice for small and medium-sized businesses, but like any tool, it works best in the right context.
If you’re wondering whether EDDM is the right fit for your next campaign, this article breaks down the benefits, potential limitations, and best use cases to help you decide.
What Is EDDM?
EDDM is a mailing service that allows businesses to send promotional materials to every household on a specific mail route. You don’t need to purchase or maintain a mailing list. Instead, you choose the ZIP codes and carrier routes that match your target area, and your materials are delivered to every address along that route.
It’s designed to make direct mail marketing more affordable and less complex, especially for businesses trying to reach customers in a defined geographic area.
The Pros of Using EDDM
- No Mailing List Required
One of the biggest benefits of EDDM is that you don’t need to buy, rent, or manage a mailing list. This is especially helpful for new businesses that don’t yet have a large customer database. - Cost-Effective Delivery
Because you’re mailing to entire carrier routes, USPS offers a lower postage rate for EDDM compared to traditional first-class or standard bulk mail. This makes EDDM a budget-friendly option for businesses with limited marketing funds. - Simple Targeting by Location
If your business depends on local foot traffic like restaurants, salons, or retail stores; EDDM lets you target by ZIP code or even by individual carrier route. You can focus your message right where your potential customers live. - Larger Formats Allowed
EDDM supports oversized postcards and flyers, which tend to grab more attention in a stack of regular mail. With more space to work with, you can feature bold visuals, coupons, menus, or event announcements.
The Cons to Consider
- Lack of Specific Targeting
Since EDDM delivers to every address in a route, you can’t segment your audience by age, income, or interests. That makes it less effective for campaigns that require precision targeting. - Residential and Business Limits
Depending on the area, some routes may include a mix of residential and business addresses. If you’re only trying to reach homeowners, or only commercial spaces, you’ll need to review each route carefully. - Manual Preparation
EDDM campaigns require bundling, labeling, and specific paperwork that must be submitted with your mail pieces. Working with a printing company that also offers mailing services can help streamline this process.
When EDDM Makes Sense
EDDM is ideal for:
- Grand openings or store launches
- Local promotions, discounts, or sales events
- Restaurants sharing menus or coupons
- Home service providers (roofers, landscapers, plumbers)
- Seasonal promotions targeted to neighborhoods
If your goal is brand visibility or attracting a general audience in a specific area, EDDM is a smart choice. It’s also a great way to test direct mail marketing without investing heavily in mailing lists or advanced targeting.
When to Consider Other Mailing Services
If your campaign relies on personalization or reaching a niche group, EDDM may fall short. For example, a nonprofit organization targeting past donors, or a B2B company focused on decision-makers, would be better served by traditional mailing services that allow for tailored messaging and audience segmentation.
How Inkwell Printing Can Help
At Inkwell Printing Company, we help businesses navigate the world of direct mail marketing, including full support for EDDM campaigns. From postcard design and print production to bundling and USPS drop-off, we make it simple to get your message into the right hands.
If you’re not sure whether EDDM or another mailing option is right for you, our team can walk you through the details and recommend the most effective route.
Contact us with any of your nonprofit printing needs!
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