Got a new product or service that you want to promote to your local community? Wondering how to reach them without looking up every single street address in the area? Every Door Direct Mail might be the tool for you. Offered by the United States Postal Service, it maps zip codes and neighborhoods and allows you to filter the results by age, income, or household size using census data. Neat, right? Here’s what you need to know about Everydoor Direct Mail™ (EDDM).
How does Every Door Direct Mail work?
If you’ve ever received a flyer for a local pizza joint or a postcard from a pest control company, EDDM may have been at work. Flyers, postcards, and other flat mailers are considered EDDM products and USPS offers a postage discount for these bulk mailings — ranging from 200-5000 pieces per day!
You can drop your materials off at a USPS location or, if working with a vendor, have them coordinate the mailing for you.
Who should use Every Door Direct Mail?
If your organization has a brick-and-mortar location and offers specific services that are location-based, EDDM might be right for you. For example, if you run a children’s program in the summer for urban kids, EDDM is a great way to expand your reach. Using EDDM, you can focus on specific neighborhoods within a half mile of your location; with residents under the age of 18; and drop the mailer in late winter/early spring when parents are looking for activities for their kids over the summer.
How much does Every Door Direct Mail cost?
Currently, the retail version of EDDM costs $0.223 per piece. A standard first-class stamp currently costs $0.73, making EDDM almost 70% cheaper than standard mail! If you choose to send more than 5,000 pieces per day, USPS will work with you to create a Business Customer Gateway account, which costs $0.219 per piece.
How to get started with Every Door Direct Mail
First, you will need to establish a business account with USPS. If you do not yet have one, you can create it here: https://reg.usps.com/register.
Then, you can use the EDDM online tool to choose a neighborhood or route. You can indicate whether you want to target a city, rural, or P.O. Boxes; residences, businesses, or both; the age range of your targeted audience; by income; and by cost. You can also view it as a map and hand-select the routes you want to cover or by table. The tool will display the total number of mailpieces you will need to cover that area, as well as the estimated cost. This way, you can assess your budget before you even begin printing.
Once you’ve selected your audience, select a date to deliver your direct mail pieces to your local post office. You can also decide whether to pay online or pay at the post office when you arrive. Please note that you must select a date within 30 days of using the EDDM tool.
What makes an Every Door Direct Mail campaign successful?
EDDM works best when there is a specific service or event to promote. And while there’s no guaranteed return on investment with an EDDM campaign, you are likely to see better results if you have the following:
- Your logo for immediate brand recognition
- Information about your organization and a way to get in touch
- A clear call to action, such as an invitation to attend an upcoming event or participate in a specific activity or service.
- A trackable QR code so you can measure the success of your campaign that is connected to your call to action.
If you need help creating your next direct mail piece, Sunny Side Creative is here for you! Lean on our expertise in the design and copy space to craft something that will catch your reader’s eye and entice them to take action. We can also help you navigate the EDDM process to maximize your reach. Let’s get started today!
