Is Every Door Direct Mail Right for You?
Every Door Direct Mail (EDDM) is a service designed by the United States Postal Service (USPS) to help businesses reach every address in a neighborhood. With a simplified form of addressing that does not require an actual list of addresses, this is meant to make mailing easier and cheaper for individuals at a company.
When you mail with EDDM, you only need room for the EDDM indicia, endorsement and the address block (which would say postal customer and the city, state and zip code it is mailing to). All the rest of the area can contain your images and messaging. This leaves you with a lot of room for design. EDDM works best for retailers and service-based businesses in a local area, such as pizza restaurants, small neighborhood stores, dry cleaners, etc.
As with anything, EDDM has some drawbacks as well. One of the big ones is that you cannot personalize the mail. Everyone in a carrier route will get the same piece addressed to postal customer. That means that the imaging and messaging must be more generic in order to appeal to more people. Another drawback is that the size of the piece is larger for this program, so printing costs more and can eat away at any cost savings. Take the time to consider if EDDM is right for you. In many cases you will get a better return on your investment if you use a targeted list.
The following types of mail are allowable as EDDM (Every Door Direct Mail):
Flat: Mail size is between 6.126 x 11.51 to 12 x 15. A minimum of .009 thick and a maximum thickness of 3/4 inch.
Irregular Parcels: Must weigh less than 16 ounces and includes parcels such as:
- Rolls and tubes up to 26 inches long and merchandise samples not individually addressed.
- Unwrapped, paper-wrapped or sleeve-wrapped articles that are not letter-size or flat-size
- Articles enclosed in envelopes that are not letter-size, flat-size or machinable parcels.
Periodicals: Periodicals consist of newspapers, magazines, journals or newsletters. To qualify for Periodicals prices, they must meet the following criteria and the publisher must be authorized.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: email@example.com, on LinkedIn, or on Twitter @sumgould.