With the recent events of COVID-19 resulting in unprecedented quarantines and temporary business closures, consumers are seeking stability and new levels of comfort within their communities. They understand the messages that appear in email, social media, or texts are fleeting and can be somewhat unreliable. With inboxes overflowing, mailboxes are providing an extraordinary opportunity for brands and businesses to cut through the online clutter and deliver information and offers that feel more credible and are more relevant to the recipient. A consumer’s personal “mail moment”, those few minutes when they retrieve the mail from the postal box and review it, is familiar and appreciated. With something tangible in-hand, that they can hold, sort through, save, and share it on their own timeline.
Today, it’s easier than ever to create a direct mail piece that can become part of consumers “mail moments.” And, with the help of the USPS Every Door Direct Mail® program and Bolger, getting it into the mailboxes and ultimately the hands of your consumers is no longer a daunting process.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail is a program from the United States Postal Service designed with simplicity and affordability in mind. It allows local businesses to use direct mail without special software, mailing lists, or specific postal knowledge. It requires no special permits and has a lower cost-per-piece than most direct mail qualifies for.
Who and Where Does EDDM Reach?
EDDM campaigns require no mailing list, making it easy for small business marketers. Through the USPS website, you can access the EDDM online tool to map ZIP code(s), neighborhoods, or carrier routes you wish to target. The USPS will deliver your printed direct mail to each household in the specified areas you selected. Imagine a direct mail distribution and delivery that did not require a mailing list submission, CASS certification, address standardization, NCOA compliance, or de-duping. As a matter of fact, since postal carriers will deliver your mailpiece to each household, addressing is not even needed!
Mailpiece types for EDDM must qualify as one of the following: a flat, postcard, or newsletter. Size requirements dictate that it be larger than 6 1/8” x 11,” but smaller than 12” x 15”. Weight cannot exceed 3.3 ounces. There are two different EDDM programs. The “Retail” version is intended for smaller mailers that would like to drop their mail at the local post office. In the EDDM BMEU version, the mail enters as an EDDM bulk mailing at a Business Mail Entry Unit (BMEU), rather than the local retail post office counter.
Is EDDM a Fit for You?
EDDM is designed for businesses who market into, and serve, a local “trade area.” Define a radius (typically in miles) with your business as the central point and this would be considered your trade area. Typical businesses that successfully use EDDM include gyms, retail stores, churches, restaurants, hair salons, auto repair, and medical facilities, to name a few.
What EDDM Doesn’t Do
If there is one drawback of the EDDM program, it is the inability to personalize your mailing. Without the use of a database for addressing, you forego the opportunity to personalize the message or the offer printed on each individual mailpiece. Distribution is assigned to broad geographic areas, as chosen by carrier route and zip code. If you prefer your offer to be directed to consumers who fit specific criteria, you will want to consider producing a targeted mailing campaign that utilizes a targeted in-house or rented mailing list.
Although Every Door Direct Mail may not be for everyone, for companies doing business locally that have little interest in becoming direct mail experts, this USPS product is an excellent choice. Whether you opt to create and mail it yourself or with a print and mail partner, the most important part is to keep your message and your company in front of potential customers. EDDM and direct mail is the perfect way to do just that—especially today with the current and changing business climate.
Which choice is best for you?
- Great for small businesses, restaurants, realtors, and local political campaigns
- Use a USPS.com account
- Send at least 200 and up to 5,000 pieces per day per ZIP Code
- Drop off at local Post Office
- No mailing permit needed
- Postage must be paid up front to your print partner or you can pay online or at the Post Office
- Best for larger volume mailers
- Use a USPS Business Customer Gateway account to prepare and enter the mailing (Bolger can manage this for you)
- No volume limits on size of the mailing and selecting multiple ZIP Codes is possible
- Drop off mailings at a USPS mail processing center (BMEU) (Bolger can manage this for you)
- Able to pay with a bulk mailing permit (Bolger can manage this for you)
Contact Bolger for expert assistance with design, print, and mailing of your next direct mail campaign and let us walk you through how the USPS EDDM program can add value to your marketing plans.