Every Door Direct Mail (EDDM) is a mailing service offered by the US Postal Office. While EDDM can be a good option for reaching prospects, it’s not the best choice for every postcard campaign.
When you mail postcards via EDDM, a postcard is delivered to every residence on the USPS carrier route(s) you select. That means that while you can choose a general mailing area, you won’t be able to target based on demographic factors like proximity to your business, age, or home ownership status (read more about why targeting is important and how to define your target market). And if you already have a list of customers or prospects, you won’t be able to use it with EDDM.
Essentially you’ll be paying to send postcards to your target market and people who aren’t interested in or eligible for your services. EDDM also requires that you mail a postcard to every residence on the USPS mailing route, which in some cases may be more expensive than a smaller, targeted mailing.
EDDM is a great choice if you’re conducting a mailing that doesn’t require any targeting. For instance, EDDM would be perfect for Bob’s Pizza Place. Most people in Bob’s zipcode are potentially interested in eating pizza at his restaurant, so Bob doesn’t really need to create a targeted mailing list. EDDM fits his needs just fine.
On the other hand, Lisa’s remodeling service primarily wants to reach homeowners. Renters are almost never interested in remodeling services, so mailing to them would be a waste of money. However, if Lisa uses EDDM, she would end up having to pay to mail to both homeowners (her target market) and renters (who don’t want her services). For businesses like Lisa’s, a targeted mailing list may save money and produce better results.
EDDM is a good fit for my business, what else do I need to know before I create my campaign?
Note: The following was published before expresscopy.com started offering a turnkey EDDM service. Find out more about our service here.
The first thing you should do is speak to someone at your local post office. EDDM has specific weight, quantity, and size restrictions that vary by post office. They’ll be able to tell you whether there’s a minimum quantity you need to print, or whether you should order regular, jumbo, or panoramic sized postcards. Panoramic postcards from expresscopy.com are usually the best option for EDDM.
Your local post office will give you a few documents to fill out before designing your postcard campaign. They’ll also let you know what information needs to be included on the back of your postcard design. You can review the general EDDM policy on the USPS website before visiting your local post office.
Once everything is squared away with the USPS, customize one of our free templates or upload your postcard design. We’ll print the cards and ship them to you. After that, simply drop off your postcards and the completed USPS documents at your local post office.
EDDM isn’t a good fit for my business, is there a better option?
With our online ordering system, it’s easy to mail postcards to target customers in your zip code or within a certain radius of your business. Simply use the mailing list builder and select the options you want, and we’ll generate a list for you, print the addresses on your postcards, and mail them right to your customer. Give us a call at 1-800-260-5887 to find out more, or take a look at our price calculator.