Understanding the ABCs of EDDM

EDDM, or Every Door Direct Mail, is a service provided by the United States Postal Service (USPS) that allows businesses to send promotional or informational mail to specific neighborhoods or zip codes. This service is designed to help businesses reach a wide audience without the need for a mailing list.

How does EDDM work?

EDDM works by allowing you to select specific USPS carrier routes. A carrier route is a group of addresses that a mail carrier delivers to in a day. You can choose routes based on demographics like age, income, or household size, which are provided by the USPS. This allows you to target your mailings to the neighborhoods most likely to be interested in your products or services.

Who are the primary users of EDDM?

Every Door Direct Mail (EDDM) services are primarily used by businesses and organizations that aim to reach a wide audience within a specific geographic area. These include local businesses, franchises, and retail stores that want to promote their products, services, or events to households and businesses in their vicinity.

What are the benefits from EDDM?

Anyone can benefit from EDDM.

EDDM is also great for businesses launching new products or services. By sending out direct mail, businesses can inform potential customers about their new offerings, potentially driving more traffic to their stores or websites.

EDDM is cost-effective, especially for small businesses. The service allows for bulk mailing at reduced postage rates, making it an affordable option for mass communication. Plus, there’s no need to purchase expensive mailing lists or invest in direct mail software.

Another benefit of EDDM is its flexibility. You can choose different sizes for your mail pieces, allowing you to stand out in the mailbox. Whether you’re sending out menus, brochures, or flyers, you can customize your mail piece to fit your needs.

Lastly, EDDM is easy to use. The United States Postal Service (USPS) provides online tools to help you design your mail piece, choose your mailing routes, and pay for your campaign. This simplifies the process and saves you time, allowing you to focus on other aspects of your business.

What Print Products Can Be Used for EDDM?

Door Direct Mail (EDDM) is a versatile service and can accommodate a variety of print products. One of the most common choices is postcards. These are effective for their simplicity and directness, allowing businesses to convey a clear message or offer to potential customers.

Brochures are another popular choice for EDDM. They provide more space for information than postcards, making them ideal for businesses that want to provide detailed information about their products or services. They can be designed with multiple panels and folds, allowing for creative and engaging layouts.

Flyers are also commonly used in EDDM campaigns. They are typically larger than postcards and can be printed on both sides, providing ample space for images and text. They are particularly effective for promoting events or special offers.

Catalogs or menus can be sent via EDDM as well. These are perfect for restaurants, retail stores, or any business that offers a wide range of products or services. They allow businesses to showcase their offerings in a comprehensive and visually appealing way.

Lastly, businesses can also use newsletters for EDDM. Newsletters are a great way to keep customers informed about the latest news, updates, and promotions from a business. They can be designed in a variety of formats and sizes to suit the specific needs of the business.

What To Keep In Mind About EDDM?

It’s important to note that the USPS has specific size and weight requirements for EDDM mailpieces. Therefore, businesses should ensure that their chosen print product meets these requirements before proceeding with an EDDM campaign.

Next, planning and timing are key. You need to consider when your audience is most likely to be receptive to your message. For example, a restaurant might want to send out mailers just before lunchtime, while a retail store might choose to send them out ahead of a big sale.

Finally, tracking your results is important. This will help you understand the effectiveness of your EDDM campaign and make necessary adjustments. You can track responses through methods like unique coupon codes or website analytics.