Introduction

In today's digital age, businesses often overlook one of the most powerful and cost-effective marketing tools available: Every Door Direct Mail (EDDM) printing. While email inboxes overflow and social media feeds become increasingly cluttered, physical mail continues to stand out, delivering tangible results directly into the hands of potential customers. EDDM printing offers small businesses, local service providers, and entrepreneurs an affordable way to saturate targeted neighborhoods with professional marketing materials without the complexity and expense of traditional direct mail campaigns.

This comprehensive guide explores everything you need to know about EDDM printing, from understanding the basics to executing successful campaigns that drive real business results.

What is Every Door Direct Mail (EDDM)?

Every Door Direct Mail is a United States Postal Service (USPS) program designed to simplify and reduce the cost of direct mail marketing for businesses targeting local areas. Launched to help small businesses compete more effectively, EDDM allows you to send marketing materials to every address along specific postal carrier routes without needing to purchase mailing lists, print individual addresses, or sort mail by ZIP code.

The program represents a game-changing approach to local marketing. Instead of spending thousands on mailing list purchases and address printing, businesses can saturate entire neighborhoods with their message at postage rates as low as 18 cents per piece. This dramatic cost reduction makes professional direct mail campaigns accessible to businesses of all sizes.

How EDDM Printing Works

The EDDM process is remarkably straightforward, especially when working with an experienced printing partner. Here's how it works:

Step 1: Select Your Target Routes

Using the USPS Every Door Direct Mail mapping tool, you identify the specific carrier routes you want to target. These routes are determined by postal carriers' daily delivery paths and can be selected based on various demographic factors including:

• Household income levels
• Age demographics
• Residential versus business addresses
• Geographic proximity to your business location

This targeting capability ensures your marketing dollars reach the audiences most likely to become customers.

Step 2: Design Your Mail Piece

Your EDDM mail piece must meet specific USPS requirements to qualify for the program's reduced postage rates. Acceptable sizes include:

Popular EDDM formats include 6.5" x 9" postcards, 8.5" x 11" flyers, and 11" x 6" brochures. The mail piece must also include the EDDM indicia and facing slip information.

Step 3: Print Your Materials

Working with a professional EDDM printing service ensures your materials meet all USPS specifications while maintaining high print quality. Professional printers use premium card stock (typically 14pt or 16pt) and offer various finishing options including:

• Gloss coating for vibrant colors
• Matte finish for sophisticated appeal
• UV coating for added durability
• High-gloss AQ coating for maximum impact

Quality printing makes a significant difference in response rates. Your mail piece represents your business, and professional printing ensures it makes the right impression.

Step 4: Bundle and Deliver

EDDM mail must be bundled according to specific USPS requirements and delivered to the appropriate postal facility. Professional EDDM printing services handle this bundling and delivery, ensuring compliance with all postal regulations and maximizing your campaign's efficiency.

The Advantages of EDDM Printing

Cost-Effectiveness

EDDM offers exceptional value compared to traditional direct mail. With postage rates as low as 18 cents per piece and no need for expensive mailing lists or address printing equipment, businesses can reach thousands of potential customers for a fraction of traditional direct mail costs.

Consider the savings: A traditional first-class mail campaign might cost 60-70 cents per piece when you factor in postage, list rental, and address printing. An EDDM campaign reaching the same number of homes might cost 30-40 cents per piece, representing savings of 50% or more.

No Mailing Lists Required

One of EDDM's greatest advantages is eliminating the need for mailing lists. Traditional direct mail requires purchasing or renting lists, which involves:

• Significant upfront costs ($100-$500 per thousand names)
• Ongoing list maintenance and updating
• Privacy compliance concerns
• List accuracy issues (many lists contain 15-20% outdated information)

EDDM bypasses all these challenges. You simply select carrier routes, and your mail reaches every deliverable address along those routes.

Simplified Addressing

EDDM mail pieces don't require individual addresses, customer names, or complex sorting. Instead, they use a simple "Postal Customer" or "Local Business" designation. This simplification:

• Reduces printing costs
• Speeds up production time
• Eliminates addressing errors
• Simplifies the entire mailing process

High Visibility and Response Rates

Physical mail enjoys advantages that digital marketing can't match. Studies consistently show that:

EDDM capitalizes on these advantages by putting your message directly in potential customers' hands.

Ideal Businesses for EDDM Campaigns

EDDM printing works exceptionally well for businesses targeting local customers:

Designing Effective EDDM Materials

Successful EDDM campaigns start with compelling design. Your mail piece must grab attention, communicate clearly, and motivate action.

Essential Design Elements

Powerful Headlines

Your headline should immediately communicate value. Instead of "Joe's Plumbing," try "Emergency Plumbing Service - 24/7 Response in Your Neighborhood."

Clear Call-to-Action

Every EDDM piece needs a specific, compelling call-to-action. Tell recipients exactly what you want them to do: "Call today," "Visit our showroom," "Redeem this coupon," or "Schedule your free consultation."

Contact Information

Make it easy for customers to respond. Include:

• Phone number (large and prominent)
• Website URL
• Physical address
• Social media handles
• QR codes for easy mobile access

Visual Appeal

Use high-quality images that showcase your products, services, or results. Before-and-after photos work particularly well for home services. Happy customer photos build trust for service businesses.

Special Offers

Including time-limited offers or coupons significantly increases response rates. Make your offer:

• Valuable and relevant
• Easy to understand
• Simple to redeem
• Time-sensitive to create urgency

Design Best Practices

EDDM Size Options and Formats

Choosing the right size and format for your EDDM campaign affects both cost and effectiveness.

Popular EDDM Formats

Format	Size	Best For
Oversized Postcard	6.5" x 9"	Single-message campaigns with clear offers
Full-Size Flyer	8.5" x 11"	Product catalogs, detailed service descriptions
Slim Postcard	11" x 6"	Straightforward messages and offers
Brochures	Various (folded)	Complex services requiring detailed explanations

EDDM Printing Costs and Budgeting

Understanding EDDM costs helps you budget effectively and maximize ROI.

Cost Components

Printing Costs

Printing costs vary based on:

• Quantity (bulk printing reduces per-piece costs)
• Size and format
• Paper stock thickness
• Coating options
• Color versus black-and-white

Expect to pay $0.10-$0.25 per piece for professional EDDM printing, with costs decreasing significantly at higher quantities.

Maximizing EDDM Campaign Success

Timing Your Campaigns

Strategic timing significantly impacts EDDM effectiveness:

• Seasonal Considerations: Align campaigns with seasonal demand (HVAC companies mail before summer/winter, landscapers target spring)
• Day of Week: Mailings arriving on Saturdays often receive more attention
• Frequency: Consistent presence beats one-time mailings - consider quarterly or monthly campaigns

Testing and Optimization

Smart EDDM marketers continuously test and refine their campaigns:

Tracking Results

Implement tracking mechanisms to measure campaign effectiveness:

• Unique phone numbers for each campaign
• Custom promo codes
• Unique landing pages
• QR codes with campaign-specific URLs

Integration with Digital Marketing

EDDM works even better when integrated with digital strategies:

• Retargeting: Drive recipients to landing pages, then retarget with digital ads
• Social Media: Reinforce your EDDM offer on social platforms
• Email Follow-Up: Add respondents to email lists for ongoing communication
• Google My Business: Ensure your listing is optimized as recipients search online

Working with Professional EDDM Printing Services

Partnering with experienced EDDM printing professionals ensures campaign success and maximizes efficiency.

What to Look For

Questions to Ask Potential Partners

1. What stock weights and coating options do you offer?
2. Do you provide design services or templates?
3. How do you ensure USPS compliance?
4. What's your typical turnaround time?
5. Do you handle bundling and postal delivery?
6. Can you assist with route selection?
7. What tracking or reporting capabilities do you offer?
8. Do you offer bulk pricing discounts?
9. Can you provide references or case studies?
10. What guarantee do you offer on your work?

Common EDDM Mistakes to Avoid

Even experienced marketers make EDDM mistakes. Avoid these common pitfalls:

Conclusion

Every Door Direct Mail printing represents one of the most powerful, cost-effective marketing tools available to local businesses. By combining geographic precision, simplified processes, reduced costs, and proven effectiveness, EDDM enables businesses of all sizes to compete effectively in their local markets.

Success with EDDM requires strategic planning, compelling design, quality printing, and consistent execution. Partner with experienced EDDM printing professionals who understand both the technical requirements and the marketing strategies that drive results. Test your campaigns, track your results, and continuously refine your approach based on what works.

Whether you're a home service provider looking to dominate your local market, a restaurant driving traffic to your location, or a retailer promoting seasonal sales, EDDM printing offers an affordable, reliable path to reaching your target audience. Start planning your EDDM campaign today and experience the power of putting your message directly into customers' hands.