Every Door Direct Mail (EDDM): What Is It, Printing Guides & Size Requirements
Direct mails are an effective way of marketing your brand and reaching out to the customers. All you need is a targeted audience and a mailing list, and you’re set to go with the direct mails. But what if you don’t have a mailing list?
What if you don’t have a targeted audience and want to reach out to the entire general public residing in a geographical area? Thankfully Every Door Direct Mail can help you out.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail (EDDM) is a mailing service offered by the United States Postal Service, which allows you to mail the package to every household area in the carrier route. EDDM doesn’t require any mailing list or names of the recipient, allowing you to reach out to all the people and help build connections and leads. This works great for a business looking for exposure and wants to target a large mass of people to generate inquiries.
How Does Every Door Direct Mail Work?
Every Door Direct Mail works on a simple mechanism. You simply select a mail package like a postcard, flyer, brochure, or anything else and choose the carrier route or a geographical location so that the package is mailed to every household in the area. You can select the area based on neighborhood, city, or ZIP codes. Do keep in mind that you have to follow certain guidelines as provided by USPS for EDDM.
What Are The Types of EDDM?
There are two kinds of Every Door Direct Mail, i.e., EDDM Retail and EDDM Business or BMEU. We’ll talk in length about them down below.
1. EDDM Retail
This is the most popular EDDM among the two types, as mentioned above, and is used by a local businesses to help them grow. EDDM retails are designed with the normal business organizations in mind, who are looking at a small-scale mailing program to get them started. EDDM Retail allows a user to mail up to 5000 direct mails at once. EDDM Retail doesn’t require any mail permit and is cost-effective. EDDM Retail is suited for small marketing campaigns targeted at triggering the response in local areas.
2. EDDM Business (BMEU)
EDDM Business is designed for a large business organization that needs to send bulk mails to the masses. With EDDM Business, you can send more than 5000 direct mails at once and create brand awareness in a large surrounding when compared to EDDM Retail. It acts as a great tool to use when you need to market to a distant area from your business’s physical location. You’ll need a postage permit to run an EDDM BMEU campaign.
What are Every Door Direct Mail Sizes?
The United States Postal Service has specified a certain EDDM size guideline that needs to be adhered to if you want to mail your package as an EDDM. Here’s what the guidelines mention:
Dimensions: The guidelines mandate that the package’s minimum size should be at least 6.125″ X 10.5″. The maximum permissible dimension is 12″ X 15″.
Thickness: A package must be greater than 0.007″ thick and less than 0.75″ thick.
Weight: A package cannot weigh more than 3.03 ounces.
EDDM Postcard Sizes
Most of the EDDM packages are postcards as they tend to be one of the most eye-catching and attraction-generating mailing options. There are plenty of EDDM postcard dimensions available for direct mail. However, there is a size criterion for separating them into first-class postcards rate, first-class letter rate, and flats rate. The flats rate postcards are the ones that are mailed as part of the EDDM. The size criteria are the same as discussed above in the size requirement section for EDDM.
EDDM offers various sized postcards befitting the criterion set up by EDDM USPS. The postcard choices available as EDDM packages are 6.25″ X 9″, 6″ X 11″, 8.5″ X 11″, 11″ X 14″, and more.
How to Determine EDDM Cost?
A lot of calculation and feasibility go behind before picking any direct mail campaign. The same goes for an EDDM marketing campaign. Three prime factors determine the cost of EDDM marketing. Find out more about them:
Size: Size plays an important role when it comes to EDDM rates. Postcards need to be printed before being mailed, and that is one of the prime reasons why you need to select the size of the package. A small-sized postcard is likely to cost less than a large-sized one.
Quantity: A mailing campaign requires postcards to be mailed to the public for generating brand awareness. This means you’ll have to print out the postcards before sending them. As such, the numbers matter quite a lot. A package with a higher quantity of mails will cost you more than a package with a lesser number of mails.
Design Aspect: Another thing to consider while computing the cost of the EDDM campaign is the design aspect of the postcard. If your postcard is designed and integrated with artwork or different catchy designs, it will likely cost more than a normal plain postcard. The print type will also have a say in the cost price of the mails.
7 Benefits of Using EDDM Marketing Campaign
1. No Need for Mailing Lists
The major thing that comes to the forefront about Every Door Direct Mail is the freedom from any mailing list. If you do not have a mailing list and still need to market your brand across an area, EDDM will do it for you with ease. EDDM doesn’t require any mailing lists and can cover a wide area.
2. Wider Outreach
With the option to select an entire range of geographical areas, EDDM certainly provides a wider outreach to a brand than any other form of direct mailing. EDDM allows you to cater to a large group of people spread across the terrain and target them with your package. It will enable you to find your ideal route as per your marketing plan and send mails to every home in the vicinity of the route.
3. Flexible
EDDM is flexible and not restricted to a fixed mailing package. With EDDM, you can pick and design various postcard sizes and other flyers or brochures and send them as part of your marketing campaign. You are free to choose the template and design as per your suitability and fill them with your brand’s images and messages.
4. Effective in Nature
Different kinds of mails are sent out as part of the mailing campaign, but not every package gets the same recognition that an EDDM gets. It is down to the nature of the mail, i.e., postcards that are often sent with EDDM and the direct mail size that tends to catch the eye at once. EDDM is designed with graphics and headlines making them a compelling piece to view and read. And more often than not, people tend to go through the entire package and get hooked onto the brand.
5. Value for Money
A large mailing campaign requires a postage permit and a host of other guidelines to abide by. These all tend to spike the price for the campaign and raise the price per package. With EDDM, the prices are much lower as postage permits are not required.
6. Ease of Use
With no requirement of the mailing list, EDDM comes across as an easy mailing option for your marketing campaign. EDDM saves you from going through the hectic process of sourcing mailing lists and validating their address before sending the package. Just simply select a postal carrier route, and your package will be delivered to all the addresses in the carrier route.
7. Faster Delivery
A standard mail as part of the campaign can take up to 12 days to be delivered to the recipient. EDDM is shipped directly to the post office that will deliver to the carrier routes helping cut down on the delivery time and allowing faster delivery of the package.
Which Business Should Go for EDDM?
Every Door Direct Mail is perfect for a local business wanting to penetrate the locality and generate leads. Any upcoming new brand that needs a push and inquiries to lead them ahead can benefit greatly from an EDDM campaign. EDDM can be a perfect marketing means for these below-mentioned businesses:
- Restaurants
- Pizzerias
- Automobile Dealers
- Law Firms
- Department Stores
- Clothing Stores
- Furniture Stores
- Flowers and Gift Shops
- Bakeries
- Coffee Shops
- NonProfits
- Business Consultancy Services
- Medical Professionals
- Real Estate Marketers
How to Create an Effective EDDM Package?
A user is generally flooded with plenty of mails in their mailbox. Making them take notice of your package and react to your mail requires special impetus from your side. This is where creating an effective EDDM comes into place. It is vital for a successful marketing campaign. Here’s how you can do it:
1. Opt for special stock effect
When you are printing your EDDM, always make sure to go with a high gloss finishing effect to give the mail a sophisticated look. Try to incorporate things like soft-touch coating, embossing, and more to help create a sensory feel to the receiver and make them retain the brand for long.
2. Use Large and Bold Headlines
When you take a look at the postcard, the major eye-catching thing is the graphics and images and the headline printed on the front side. A rightly curated headline can help provide instant attention from the receiver’s side. Make sure to bold and highlight the headline so that it catches the viewer’s eye instantly. Try to make the headline as interactive as possible.
3. Make sure to use photos and graphics
Postcards are known for photos and picturesque images. The main highlight of postcard mails is the ease at which it can incorporate the images into the fold. Make sure that you use a proper and good image or illustration while printing your postcard. Try to use images that can rightly convey the message of your brand.
4. Pick the right mailing size
You must pick the right mail size for your EDDM campaign from all those various size offerings available with EDDM postcards and more. Look to pick the one which can incorporate your brand message and call to action along with an image properly fitted into a postcard.
5. Use an interactive template
Customers are attracted by interactive mails rather than something that looks way beautiful but cannot engage the customer in any way. Try to include features like scratch-offs with your EDDM mails and postcards. These can help create an interactive feel with the customer and increase your brand awareness among them.
6. Use a compelling CTA
A call to action is a way of bringing your customer forward and engaging with them, compelling them to interact and inquire about your brand. A call to action needs to be clear and concise and should relay the message that the brand wants to convey to the end receiver. Use a compelling CTA to help escalate the inquiries and leads.
7. Use trackable options
Previously tracking a mailing campaign was a cumbersome process, and a traditional method was used for the same. However, with the advent of modern-day technologies, you can easily integrate trackability with your EDDM packages. You can also include options like QR scanner, survey and promotional links, personalized URLs (PURLs) back to your online website to help keep track of the package and find out more about the response rates.
How Can Your Printing Partner Define Your Every Door Direct Mail Campaign?
Every Door Direct Mail campaign requires sending bulk mails to intended receivers for geographical reasons. The number of direct mails is high when compared to normal direct mail campaigns. As a result, it can often become time tedious to handle these all and find amicable solutions. This is why having an EDDM printing and mailing partner who can handle all the hard work is vital for your campaign.
Here’s how PostGrid can help you in boosting your EDDM campaigns:
1. Printing Capabilities
PostGrid‘s automated direct mail marketing API and platform are designed to perform high-functioning print orders. You can opt for bulk printing with ease and see your orders processed quickly. The mailing platform has plenty of customizable EDDM templates and designs to choose from, allowing you to select the right design for your business organization.
2. Route Selection
PostGrid helps you with the route map and selection of the geographical pin for the right delivery of the EDDM. A thing about EDDM is that it will attain high leads only if you can concentrate your targets and campaigns on the right audience. That is why the selection of routes is a vital thing to have. We at PostGrid can help you find the right route selection so that your mail package reaches out to the right customer every single time, and you get the best responses from them. With our route selection option, you can save the time of finding the routes and manually fitting them right into your plans.
3. EDDM Delivery
Most of the printing and mailing platforms do not disclose the delivery procedure beforehand, which may come out later on as something that will eat up the customer’s time and money. We at PostGrid provide transparency in our EDDM delivery and let the customers know right from the start how the package is intended to reach the end user.
4. Ease of Use
PostGrid direct mail printing & mailing platform comes with an ease of use that helps the customer feel empowered while using the API or the platform and feel at ease moving around. With our platform, you can easily navigate from scratch to the end in just a few simple steps. Just select the size and the type of mail that you want to send and the route map, and we will have it delivered for you.
5. Saving of Additional Costs
A direct mail printing and mailing platform may not support the EDDM package with full integration. Various cost factors are involved with the use of the EDDM package, and many platforms may not convey it beforehand. The costs are added on at the end while ordering. Similarly, when you opt for a platform with limited options, you may have to go for another route or service provider to complete your delivery. At PostGrid, we provide a one-stop solution for all your EDDM printing and mailing, helping you save on additional costs.
Do's and Don'ts of EDDM Mailing and Printing
Do’s
- Do include a promotional offer on your mail package
- Do try to create a captivating piece to attract the customer and get them attentive toward your brand
- Do know about your target region or geography
- Do try to incorporate creativity into your package
- Do use a compelling CTA
- Do continue mailing in a timely interval
Don’ts
- Don’t make a mess of your mail package with excessive clutter of information
- Don’t forget to provide your information like address, pURLs, and more
- Don’t mail your package without conducting trials
- Don’t ship without a target route map in mind
FAQs Regarding EDDM Postcard and Mails
1. Should my EDDM postcard require a return address?
You should provide details to your company’s physical address or mailing P.O. Box on the postcard. As per the USPS guidelines, the return address should be indicated on the top left.
2. Can I fold my EDDM postcard?
No, you are not allowed to fold your EDDM postcard. However, you can add perforation within the designated sizes for EDDM postcards.
3. What is the cost of EDDM postcard printing?
The cost of an EDDM postcard depends on various factors like size, quantity, and design.
4. How many postcards can I send with EDDM?
EDDM Retail allows you to send around 5000 mails at once. If you want to send postcards north of 5000, you’ll have to opt for EDDM BMEU.
5. How long will it take for my EDDM to be delivered?
Local EDDM packages can be mailed within two to five days, while nationwide packages may require two weeks to four weeks.
Wrapping Up
Every Door Direct Mail (EDDM) is a great way of reaching out to the audience directly and connecting with them. Unlike the direct mailing campaigns, EDDM does not require any mailing list or predefined targeted audience, allowing you to mail across a geographic area. This is great for businesses that are looking for local penetration and building their brand awareness. With the right reach, a company can be on the right growth path and generate loads of leads and inquiries. EDDM can be the perfect tool for the ideal mailing campaign in your vicinity.
PostGrid, with its automated platform and API, can help build a perfect EDDM campaign for you with entrusted demographics and route selection. It also facilitates the geographical range target, helping the company get itself up and running in the local surroundings. With customizable sizes and templates, you can select from a wide variety of designs to build your campaign in the right way.
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