When local businesses want to get the word out quickly and effectively, few marketing tools work as well as direct mail. One of the most cost-effective and user-friendly options available today is Every Door Direct Mail (EDDM), a program offered by the United States Postal Service (USPS). EDDM helps businesses reach every home or business within a specific geographic area, without the need to purchase a mailing list or print individual names and addresses.
If your business is looking to increase visibility in your neighborhood or drive foot traffic to your storefront, EDDM might be one of the simplest ways to do it.
What Is EDDM?
Every Door Direct Mail allows you to target mailing routes rather than individuals. You can select routes by ZIP code and deliver postcards, flyers, or brochures to every mailbox along that route. There’s no need to buy a mailing list or apply individual addresses. Your printed piece is delivered to every address within the area you choose.
It’s ideal for local restaurants, service providers, real estate agents, auto shops, and retail businesses that want to stay top of mind within their communities.
Why Choose EDDM Over Traditional Mailings?
There are several key advantages to choosing EDDM as part of your direct mail marketing strategy:
- Cost Savings
One of the most appealing aspects of EDDM is the pricing. EDDM offers lower postage rates compared to standard marketing mail, making it an excellent fit for small businesses on a budget. Since there’s no need to rent or buy a list of addresses, you also save on data and list management expenses.
- Simplicity and Speed
Setting up an EDDM campaign is easy. With the help of a commercial printing partner, you can design your mailer, select your delivery area using the USPS online tool, and have your piece printed, bundled, and prepared for delivery. This means your message gets into mailboxes faster, without complicated logistics or time-consuming data entry.
- Broad Local Reach
Because EDDM targets every household or business in a selected area, it ensures broad visibility. If you’re opening a new location, running a seasonal promotion, or announcing a limited-time offer, this method makes sure your message reaches your entire community.
- Flexibility in Design
EDDM supports a variety of formats, especially larger postcards and flyers. That gives you more space to highlight special offers, use bold visuals, and clearly explain your products or services. These larger pieces often stand out in the mailbox and are more likely to be noticed and kept.
- Better ROI for Local Marketing
Local businesses benefit most when marketing dollars stay focused on the immediate customer base. With EDDM, you’re not spending money to reach people outside your service area. This focus can improve your return on investment, especially when paired with a strong call-to-action and a time-sensitive promotion.
How to Get Started
To begin an EDDM campaign, you’ll need to do three things:
- Design a Mailer – Work with your commercial printer to create a piece that meets USPS size requirements and stands out visually. Postcards are the most common format, but flyers and folded self-mailers are also popular.
- Choose a Mailing Area – Use the USPS EDDM Online Tool to select routes based on ZIP code, average income, or household size. You can refine your targeting to match your ideal customer profile.
- Print and Bundle – Your printer can help prepare the required paperwork, bundle the pieces correctly, and deliver them to the appropriate USPS location for distribution.
Let a Printing Partner Help
While EDDM is relatively simple, there are still USPS requirements to follow, including size guidelines, bundling rules, and documentation. That’s where a professional printing company can make the process seamless. From designing your mailer to preparing your EDDM bundle, working with a printing partner ensures you get it right the first time.
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