Every Door Direct Mail® (EDDM®) is a cost-effective direct mail service offered by the United States Postal Service (USPS) that allows businesses to target specific geographic areas and demographics. Whether you’re a small business owner, a large corporation, or a political campaign, EDDM can help you reach potential customers without breaking the bank. This guide will walk you through the process of using EDDM for your marketing needs.
Planning Your Direct Mail Campaign with EDDM
The EDDM Online Tool is your starting point for planning your direct mail campaign. This tool allows you to:
- Map Your Target Area: Define your desired delivery area by ZIP Code™ or neighborhood.
- Refine Your Audience: Use demographic data, including age, income, and household size, to further target your ideal customers.
- Select Delivery Routes: Choose specific carrier routes to ensure your mail pieces reach the right households.
- Estimate Costs: Calculate postage costs based on your chosen routes and mail piece quantity.
Two Options for Utilizing Direct Mail Services: EDDM Retail® and EDDM BMEU
The USPS offers two distinct options for using EDDM: EDDM Retail® and EDDM Business Mail Entry Unit (BMEU).
EDDM Retail®: Ideal for Smaller Mailings
- User-Friendly: Designed for businesses with smaller mailing volumes.
- Accessibility: Use your USPS.com account to manage your mailings.
- Flexibility: Send between 200 and 5,000 pieces per day per ZIP Code™.
- Convenience: Drop off your mailings at your local Post Office™.
- Simplified Process: No special mailing permits required.
EDDM BMEU: Designed for High-Volume Mailers
- Volume Discounts: Offers lower postage rates for larger mailings.
- Efficiency: Process your mailings through a Business Mail Entry Unit (BMEU).
- Scalability: No daily or ZIP Code™ limitations on mailing volume.
- Advanced Features: Requires a Business Customer Gateway account and a bulk mailing permit.
Creating Your EDDM Mail Piece
Effective direct mail pieces are crucial for a successful campaign. Consider these factors when designing your mail piece:
- Size and Format: Ensure your mail piece meets USPS size requirements for flats. Utilize the Mailpiece Size Checker in the EDDM Online Tool.
- Compelling Design: Create visually appealing designs that grab attention and clearly communicate your message.
- Call to Action: Include a clear and concise call to action, encouraging recipients to take the desired next step.
- Addressing and Postage: Address your mail pieces to “Postal Customer” and use the EDDM Retail Indicia (a specific postage mark) in the upper right corner.
Preparing and Dropping Off Your Direct Mail
Once your mail pieces are designed and printed:
- Bundle Your Mail: Group mail pieces in stacks of 50-100, secured with rubber bands.
- Complete Forms: Fill out the necessary USPS forms, including facing slips for each bundle and PS Form 3587.
- Drop Off or Ship: Deliver your bundles to the designated Post Office™ for your chosen routes. You can also ship your mailings to a distant Post Office™ via Priority Mail® service if necessary.
Leveraging Direct Mail Services for Success
EDDM offers a powerful and affordable way to connect with potential customers in your local community. By utilizing the online tools and resources provided by the USPS, you can create a targeted direct mail campaign that drives results. For further assistance, consult the EDDM User Guide or contact the USPS National Customer Support Center.
