EDDM: Every Door Direct Mail 101

eddm us direct

If you’re in the world of marketing, EDDM is an acronym you’ve likely heard tossed around. EDDM, which stands for every door direct mail, is a program started by the US Postal Service. This service allows companies and advertisers to reach every household in a specified ZIP code or carrier route.  The main advantages are that  EDDM doesn’t require a postal permit or mailing list and is a very cost effective way to market.

EDDM is a great marketing approach for many different businesses and industries. It’s especially effective for local neighborhood advertising.  We’ve created this handy guide to get you started on your EDDM journey.

Getting Started

The first decision you’ll have to make is whether you want to DIY your EDDM campaign or use a company that specializes in designing and printing.

If choose to go solo, you have a few steps to get your mail piece out.

First, set up an account with the USPS. You can either set up a specific EDDM account or a business account, depending on the size of your business and how often you plan to run EDDM campaigns.

Next, use the EDDM mapping tool to determine the carrier route you’d like to use.  Then you will design your mail piece,  have it printed, and bundled in stacks of 50-100, per USPS guidelines. Lastly, you will drop off your bundles and pay for postage, if you have not already done so online.

However,  if you’d rather leave things up to the professionals, going through a company that specializes in EDDM is always a safe bet. (Shameless plug: US Direct happens to be experts at EDDM)

eddm us direct
US Post Office Los Angeles, California

 EDDM Postage Basics

The USPS charges a flat rate of $0.177 per mail piece, as long as it is weights 3.3 ounces or less.

Instead of a traditional stamp, most EDDM advertisements are mailed using a permit imprint indicia. The indicia indicates to the post office that the mail piece has been paid for.

The indicia must adhere to the following guidelines:

  • eddm us direct “ECRWSS” should be printed  either in the address area or below the permit.
  • The indicia must be at minimum .5″ x .5.”
  • Must be printed in all caps and be at least a 4 point font.
  • The indicia must be placed in the top right hand corner of the mail piece.
  • There must be a minimum of  1/8″ of space around the top and right edge.

 

Choosing a Carrier Route

There are several things to consider when deciding on the best route for your mail piece. The top demographic factors to consider are:

1.  Age
2. Household income
3. Gender
4. Presence of children
5. Marital status
6. Home ownership or rental
7. Drive time to your business

So consider this information when choosing the best carrier route for your campaign, it will pay off in the long run.

What Types of Businesses Use EDDM?

So virtually any type of business has the potential to benefit from this type of direct mail. But here’s our list of businesses that have experienced the most success:

  • Local restaurants
  • Law offices
  • Dental offices
  • Tax services
  • Laundromat’s
  • Auto repair
  • Moving and storage companies
  • General retail
  • Gyms
  • Car washes

So there you have it! The basics of EDDM are pretty simple. Furthermore, It’s a  powerful service that has the potential to substantially grow your business. This type of direct mail can help you reach new clients, promote special events, and drive traffic to your website. So get started!

(Source: usps.com)

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