What You Need to Know About EDDM®
What is EDDM?
Every Door Direct Mail® or EDDM is a USPS service that lets businesses send mail to all addresses in a certain location. It is a useful resource if you want to promote your sales or events within an area, but it’s also one of the best ways to connect with people directly. In this article, we’ll discuss the steps and requirements you need to know before starting your EDDM campaign.
Direct Mail vs. EDDM
Direct mail simply refers to any marketing campaign sent through the mail. Postcards, letters, and brochures can be sent through direct mail, where each piece must be addressed to individual households or businesses.
Meanwhile, EDDM is a service provided by the USPS, which delivers to each address in a specified target area. Both EDDM and direct mailing have their specific strengths and uses. This chart summarizes how they differ.
| EDDM | Direct Mail | |
|---|---|---|
| Short definition | EDDM is a USPS service that helps businesses send printed materials to every household within a specified geographic area. | Direct Mail is a targeted marketing method where mailers are sent to specific addresses on a curated mailing list. |
| Target audience | EDDM targets all residents or businesses within a chosen postal route. | Direct Mail targets specific individuals, households, or businesses. |
| Mailing list | EDDM does not require a mailing list. The USPS delivers to every address in the selected region. | Direct Mail requires a complete mailing list with specific addresses. If you don’t have a list, direct mailing services can provide one for you. |
| Estimated mail times | EDDM pieces are typically delivered within 1-2 weeks, depending on selected routes. | Direct Mail pieces are usually delivered within 3-7 business days, depending on the USPS service and mailing class. |
| Best mailing practice | EDDM works best for large-scale campaigns such as store openings, local events, or sales. EDDM designs focus on promotions and branding. | Direct Mail works best for personal, invitational, or loyalty-driven campaigns. Personal messages and custom postcard designs help in connecting with customers. |
EDDM Sizes and Specifications
Every Door Direct Mail postcards require specific, non-conventional sizes, and other rules the USPS expects you to adhere to.
For postcards, the appropriate sizes are as follows:
- Length should be between 3.5″ and 15″.
- Height must be between 3.5″ and 12″.
- Thickness should be within 0.007″ and 0.75″.
Meanwhile, brochure dimensions requirements are as follows:
- Length is between 10.5″ and 12″.
- Height is more than 6.125″ but less than 15″.
- Thickness should be within 0.007″ and 0.75″.
The brochure requirements are for brochures without envelopes. There’s also a required minimum of at least 200 pieces.
Launching an EDDM Campaign
Whether you are a new business starting up in an area or a large group marketing your events in a region, launching an EDDM campaign is a simple yet efficient way to reach local customers. Here are simple steps you can follow to push your mailed promotions.
- Choose your area
- Pick your promotional campaign
- Design the material
- Choose between retail EDDM and BMEU
- Retail EDDM: Best for small businesses mailing fewer than 5000 pieces per day. Your mail can be dropped off at your local Post Office without needing a mailing permit.
- BMEU (Business Mail Entry Unit) EDDM: Best for larger campaigns. This requires a mailing permit, but allows for greater volume, professional handling, and often lower postage rates.
- Pick your printing and mailing partner
Identify the neighborhoods or ZIP codes you want to target. With EDDM, you can select specific postal routes to ensure your mailers reach households or businesses in your desired location.
Decide on the purpose of your campaign. You can use EDDM for promotions such as store openings, seasonal sales, concerts, or community event invitations to reach a large audience.
Create an eye-catching piece such as a postcard or brochure. Ensure your design is clear, includes a clear call-to-action, and meets USPS size requirements.
EDDM mailing comes in two types, depending on the quantity of pieces you are sending. Learning the difference between BMEU and retail can help you save on your mailing project.
Select a trusted printing and mailing provider who can produce your postcards or brochures, bundle them according to USPS requirements, and coordinate with the Post Office for smooth delivery.
Launching a successful EDDM campaign depends on thoughtful planning, clear messaging, and the right partners who will help with your process. By aligning your design, promotions, and target audience to EDDM, you create a strategy that reaches your customers personally and builds trust, strengthening your branding through mailed postcards and brochures.
If this is your first time using EDDM services, we will be happy to assist you with your design and other requirements, whether it’s a postcard or a brochure for mailing. Submit your design at PrintPlace and we will print and mail your orders for you.
Still have questions? You can talk to one of our mailing experts at 877-405-3949, Mon-Fri: 7am-8pm CT.
PrintPlace’s mission is to provide customers with unparalleled printing services through the knowledge and expertise of its employees.
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