What is EDDM? (The Simple Version)

EDDM stands for Every Door Direct Mail. It's a USPS program that lets you send postcards or flyers to every household in specific neighborhoods-without needing any addresses.

Let me repeat that because it's the whole point: You don't need a mailing list. You don't need addresses. You don't need to buy customer data.

Here's how it works in practice:

• You go to the USPS website and use their mapping tool
• You select ZIP codes or postal routes you want to target
• The system tells you exactly how many homes are on those routes
• You print postcards with "POSTAL CUSTOMER" instead of real names
• The post office delivers one to every mailbox on those routes

That's it. The USPS already knows every address in America. EDDM just lets you piggyback on that existing system.

Why No Addresses is Actually a Good Thing

When I tell people EDDM doesn't use addresses, some assume it's less targeted. Actually, it's differently targeted.

Traditional direct mail targets people-by name, age, income, purchase history. You buy a list of "homeowners aged 35-55 earning $75K+" and mail to those specific individuals.

EDDM targets geography-by ZIP code, neighborhood, specific postal routes. You select "every house within 2 miles of my restaurant" and mail to everyone in that area.

Neither approach is better. They're just different:

Traditional direct mail works when: Your product appeals to specific demographics. You're selling senior insurance? You want a list of people 60+, not every house in a ZIP code.

EDDM works when: Your business serves a geographic area. Pizza delivery doesn't care about household income-they care if you live within delivery range.

For local businesses, EDDM is often better AND cheaper because you're paying for reach, not wasted impressions outside your service area.

Real USPS Postage Rates for EDDM (2026)

Here's what you'll actually pay per piece. These are official USPS rates, not estimates:

Which rate should you use? Most small businesses start with EDDM Retail at $0.247. It's simple, no permit needed, and you can do everything through the USPS website. If you're mailing 5,000+ pieces regularly, the BMEU options save money but require more logistics.

Size & Weight Requirements (Don't Overthink This)

The USPS has specific requirements for EDDM mailings. Here's what actually matters:

Minimum size: 6.125" x 11.5"
Maximum size: 12" x 15"
Maximum weight: 3.3 ounces

Most businesses use standard postcard sizes that fall within these limits:

• 6.5" x 9": Perfect size, affordable to print, fits requirements
• 8.5" x 11": Full letter size, more design space
• 6" x 11": Slim format, stands out in mailbox

As long as your postcard is bigger than 6.125" x 11.5" and smaller than 12" x 15", you're fine. Don't stress about this.

The Minimum: 200 Pieces

You must mail at least 200 pieces per mailing. This isn't negotiable-it's a USPS requirement for all EDDM campaigns.

Why 200? Because EDDM is designed for saturation mailing-blanketing neighborhoods, not cherry-picking a few addresses. The minimum ensures you're actually covering a meaningful area.

In practice, 200 pieces isn't that many:

• A single apartment complex might have 200+ units
• A small suburban neighborhood = 150-300 homes
• One postal route typically covers 300-600 addresses

Budget reality: 200 pieces x $0.247 postage = $49.40 in postage alone. Add printing (~$100-150 for basic postcards) and you're looking at $150-200 minimum investment per mailing.

How to Actually Do EDDM (Step by Step)

The USPS makes this easier than it sounds. Here's the real process:

Step 1: Use the EDDM Online Tool

Go to usps.com and search for "EDDM mapping tool." You'll see a map where you can:

• Enter your business address or target ZIP code
• See every postal route displayed on the map
• Click routes to see how many homes/businesses each one has
• Filter by household size, age, income if you want

Select the routes you want. The tool automatically calculates total pieces and postage cost.

Step 2: Design & Print Your Postcards

Your postcards need two things:

1. The EDDM Retail Indicia (instead of a stamp) - This goes in the upper right corner. Download the free template from USPS.

2. "Postal Customer" addressing - Instead of names and addresses, your postcards just say:
POSTAL CUSTOMER
[CITY], [STATE] [ZIP CODE]

That's it. No individual names or street addresses required.

Step 3: Bundle & Drop Off

Bundle your postcards by postal route (the USPS tool tells you how). Put rubber bands around each route bundle. Fill out form PS Form 3587. Drop everything at your local post office.

For EDDM Retail, you can schedule an appointment at USPS.com. Show up with your bundles, they scan them in, and delivery starts within 3-5 days.

EDDM vs Traditional Direct Mail: Honest Comparison

Factor	EDDM	Traditional Direct Mail
Postage Cost	$0.203-0.247 per piece	$0.35-0.65 per piece
Mailing List	Not needed	Required ($50-500+)
Minimum Quantity	200 pieces	500-1,000 pieces typically
Targeting	Geographic (ZIP codes, routes)	Demographic (age, income, behavior)
Personalization	None ("Postal Customer")	Individual names possible
Best For	Local businesses, geographic targeting	Specific demographics, personalization

Common Mistakes to Avoid

Mistake 1: Designing postcards that don't meet size requirements
Print a test first. Verify it's larger than 6.125" x 11.5". Seems obvious but happens constantly.

Mistake 2: Forgetting the EDDM indicia
You need the special EDDM marking in the upper right corner. Regular stamps don't work. Download the free template.

Mistake 3: Mailing less than 200 pieces
The post office will reject your mailing. 200 is the hard minimum.

Mistake 4: Not tracking results
Use a unique phone number, promo code, or landing page URL so you know which mailings work.

Mistake 5: Mailing just once
EDDM works best with consistency. One mailing might generate 1-2% response. Three mailings over 3 months? 5-8% cumulative response is common.

Bottom Line: When EDDM Makes Sense

EDDM works when:

• You serve a specific geographic area - Restaurants, shops, local services with delivery/service radiuses
• You're introducing a new business - Let the surrounding neighborhoods know you exist
• You want to saturate a market - Political campaigns, grand openings, major promotions
• Budget is tight - EDDM costs 30-50% less than traditional direct mail
• You don't need personalization - Generic "Postal Customer" works fine for your message

EDDM doesn't work when:

• You need to target specific demographics (seniors, high-income households, etc.)
• Personalization matters (using customer names, purchase history)
• Your product has narrow appeal beyond geography
• You can't afford 200 piece minimum

For local businesses, EDDM is usually the smartest choice. It's affordable, simple, and gets your message into every mailbox in your area. That's hard to beat.