What is EDDM (Every Door Direct Mail), and should I send it?

Direct Mail Art Image EDDM Stamp 3D

EDDM, or Every Door Direct Mail, is a bulk mailing option offered by the United States Postal Service which allows you to reach potential customers without knowing their exact names and addresses.  Rather, it allows you to choose a mailing ROUTE you feel will benefit your business.  Your advertising mail will be delivered to every active address on your designated route. This differs from a ‘saturation’ mailing because with EDDM, no names or mailing lists need to be acquired.

Is EDDM the right bulk option for your company’s direct mail marketing?

There are many bulk mailing options offered by the USPS for you to choose. Mapping out your direct mail goals will help you make an informed decision about the option that is right for your business.

Here are some questions to ask yourself when choosing if EDDM is the way to go:

Can the majority of households on your selected carrier route benefit from your products or services?

It’s important to have a clear idea of what you are marketing and who you are selling to. When choosing a route, you must consider the neighborhood you are targeting and if it makes sense to market your product or service. For example, if you’re marketing lawn care, you most likely want to target a route with single family homes with yards rather than townhomes or apartment complexes with no lawn to care for.

Do you want to mail to a list of specific addresses with a target income or family size?

With EDDM your mail-piece will be sent to EVERY household on your selected carrier route. With direct mail lists, you can target demographics like household income, age ranges and family size to better target potential customers – SO, if you plan on using a mailing list or are interested in targeting very specific households, a traditional direct mail solution may be better for your needs.

With this information in mind, you can make an informed decision as to which type of mailing is the best value for your business.


Need help choosing? Give us a call.


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