What Is EDDM Mailing?

What is EDDM Mailing? Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS). It gives businesses a way to send marketing materials to every address in a chosen area without using a personal mailing list. With EDDM, you select specific neighborhoods or ZIP codes, and USPS will deliver your postcards, flyers, or brochures to every door on those postal routes.

This approach is often considered a form of bulk mail. It targets customers in a simple, cost-effective way. Because you do not need to buy an address list or stamps for each piece, EDDM can help you reach potential customers at a lower cost than traditional mail.

Many local businesses enjoy using EDDM to promote sales or grand openings. They can quickly notify entire communities about their services or events. Direct mail may seem old-fashioned in a digital world, but it still delivers strong results. Studies show direct mail can generate higher response rates than email. That makes EDDM a great option for businesses wanting to boost their local presence.

How Does EDDM Mailing Work?

1. Choose Where to Send Your Mailers

First, pick the neighborhoods or ZIP codes you want to target. EDDM works well when you focus on areas close to your business or places that match your ideal demographics. For example, if you run a daycare, you might target routes with many young families. If you operate a specialty restaurant, you might choose neighborhoods with higher disposable incomes.

2. Design and Print Your Mail Piece

Create an appealing postcard, menu, or flyer. Make sure it follows USPS rules for EDDM. In most cases, your piece must be larger than a standard letter (often labeled as a “flat”). That means it needs to exceed at least one of these measurements:

  • Over 10.5 inches in length
  • Over 6.125 inches in height
  • Over 0.25 inches in thickness

Many mailers are between 6.5″ x 9″ and 8.5″ x 11″. Your design must include the special EDDM indicia (the postage mark) and “Local Postal Customer” in place of a typical address.

3. Pick Specific Routes and Quantities

Use the USPS EDDM Online Tool to see route maps. After entering a location, choose the postal routes where you want your mailers delivered. The system shows you how many addresses are on each route. You can also see estimated postage costs. Narrow down routes by basic demographics if you want to focus on certain types of residents.

4. Bundle and Complete Paperwork

Once your prints are ready, group them in stacks (usually 50 or 100 pieces each). Label each bundle with USPS “facing slips” that identify the carrier route. You must also fill out an EDDM mailing form (PS Form 3587 for Retail EDDM). Some full-service direct mail providers handle bundling, paperwork, and all other tasks on your behalf.

5. Drop Off or Let a Service Handle It

For EDDM Retail, you bring your bundles and documentation to the local Post Office for each ZIP code. USPS will verify the number of pieces and the postage. If you paid online, the drop-off is quick. If you did not pay online, you pay at the counter. After that, letter carriers deliver your mailers to every address on the routes you selected.

That’s the entire process. In most cases, your postcards or flyers will arrive in local mailboxes within a week. You don’t need to write individual addresses or buy a mailing list. This method helps you saturate neighborhoods at a lower cost than traditional mail.

Benefits of EDDM Mailing

1. No Mailing List Required

A major benefit of EDDM is that you do not need a list of addresses. Instead, you choose neighborhoods, and USPS delivers to every address there. This setup removes the cost and labor of gathering or purchasing contact information.

2. Lower Postage Costs

Postage for EDDM Retail is usually around 20–23 cents per piece. That is significantly cheaper than using First-Class stamps. Even compared to standard bulk mail, EDDM often provides a better rate. If you mail 1,000 postcards at about 22 cents each, your total postage might be $220 instead of $660 if you paid for First-Class.

3. Wide Local Coverage

By selecting certain routes, you ensure every household and business in that area receives your advertisement. That can be valuable for building brand awareness or promoting events like store openings and festivals. If you want total coverage in a particular location, EDDM is hard to beat.

4. Simple Demographic Targeting

Although EDDM reaches every address on a route, you can still filter routes by basic demographic data, such as average income or age ranges. This method is broader than a personalized mail list, but it still provides a useful level of targeting.

5. No Special Permit Needed

Typically, sending bulk mail at discounted rates requires a postal permit. That can be too expensive for small businesses. EDDM Retail, however, allows you to mail without any special permit or annual fee. You can pay as you go online or at the Post Office.

6. Tailored to Small Businesses

USPS designed EDDM with local businesses in mind. It simplifies direct mail, which makes it perfect for eateries, salons, fitness centers, home improvement services, realtors, and more. Even a brand-new business can appear established by mailing to hundreds or thousands of nearby homes at once.

7. Saves Time and Effort

Traditional direct mail often requires extensive sorting or printing addresses on each piece. EDDM bypasses that step by distributing your mail to all customers on a selected route. If you hire a full-service mail provider, they can manage the entire process. This setup allows you to launch a large mail campaign quickly, often within days.

Who Should Use EDDM?

Ideal Business Types

  • Local Restaurants and Retailers: Perfect for boosting foot traffic and sharing promotions.
  • Service Providers: Landscapers, roofers, or HVAC companies can promote seasonal deals.
  • Real Estate Agents: Ideal for “Just Sold” or “Just Listed” postcards in targeted neighborhoods.
  • Community Organizations: Great for announcing events such as fairs, festivals, or fundraisers.
  • New Businesses: Perfect for grand openings when you want everyone in the area to know you exist.
  • Political Campaigns: EDDM makes it easy to reach voters by mailing each address in a district.

When Is EDDM Not the Best Fit?

If your audience is extremely specific—such as a specialized B2B service—you may want a customized list. EDDM works best if most households in your target area could benefit from your product or service.

EDDM vs. Traditional Direct Mail

Targeting Precision

  • EDDM: Covers entire routes. You cannot omit individual addresses.
  • Traditional Mail: Uses a targeted address list to reach specific recipients.

Personalization

  • EDDM: Materials typically say “Postal Customer” or “Local Resident.”
  • Traditional: You can personalize by name or reference past orders if you have a personal list.

Costs

  • EDDM: Postage is cheaper (about 20–23 cents each). No separate permit required.
  • Traditional: Bulk mail can be more expensive and may require permit fees or list purchases.

Ease of Use

  • EDDM: Few steps, simple requirements, and easy online tools.
  • Traditional: Involves address databases, list processing, and specialized mailing software.

Saturation vs. Selectivity

  • EDDM: Great for saturating neighborhoods with general offers or announcements.
  • Traditional: Better if you need to reach specific individuals based on detailed data.

Tracking Responses

  • EDDM: Often tracked via coupon codes or asking, “How did you hear about us?”
  • Traditional: Can assign unique codes or personalized URLs for each address, allowing more detailed tracking.

Frequently Asked Questions

What Does EDDM Stand For?

EDDM is short for Every Door Direct Mail. It is a USPS service that lets businesses mail to entire routes without individual addresses.

How Much Does an EDDM Campaign Cost?

Costs include postage and printing. EDDM Retail postage is about 20–23 cents per piece. Printing varies by design, paper quality, and quantity. You do not need to purchase a mailing list or pay annual mailing permit fees, so total expenses often stay within a few hundred dollars for smaller campaigns.

Do I Need a Mailing List?

No. You select routes and ZIP codes, and USPS handles the delivery. You do not need personal addresses. This feature removes the cost of buying or maintaining a list.

Do I Need a Permit or Special Account?

Not for EDDM Retail. You can drop off your mailers at the Post Office, pay on the spot (or online), and let USPS do the rest. Larger mailers may use EDDM BMEU, but that does require a postal permit. Most small businesses never need that option unless they mail in extremely large volumes.

What Are the Size Requirements?

Your piece must be bigger than a standard letter. It should be a “flat,” meaning it exceeds at least one of these dimensions:

  • 10.5 inches in length
  • 6.125 inches in height
  • 0.25 inches in thickness

Most campaigns use postcards around 6.5″ x 9″ or 8.5″ x 11″. Each piece can weigh up to 3.3 ounces. Stick to rectangular shapes with uniform thickness.

Does EDDM Actually Work?

Yes. EDDM can drive significant results if your offer and design appeal to a broad audience. Many businesses see higher store traffic, more inquiries, and better overall visibility. Adding strong calls-to-action—like a limited-time offer or coupon—makes your campaign more compelling.

What’s the Difference Between EDDM Retail and EDDM BMEU?

  • Retail: No permit needed, simple to use, max of 5,000 pieces per ZIP code per day, and a minimum of 200 pieces per mailing.
  • BMEU: Used for high-volume mailings with no upper limit, requires a mailing permit, and typically involves specialized bulk mail processes.

Ready to Start Your EDDM Campaign?

Every Door Direct Mail can spark major growth for local businesses. It’s an affordable way to blanket a community and build awareness. Now that you understand the basics, you can decide if EDDM aligns with your marketing goals.

Still need help? Think Flyers can guide you through every step—from designing your mailer to submitting the final paperwork. Our experts handle printing, route selection, and USPS logistics so you can focus on serving the new customers who respond to your campaign.

Ready to boost your local marketing? Contact us today for a free consultation or quote on an EDDM mailing. Whether you need 500 postcards or 5,000, we can tailor a plan that reaches every door in your target area. Get in touch and discover how EDDM can bring loyal customers straight to your front door.

Click here to request a quote for your first EDDM mailing campaign!