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Discover the Pros and Cons of EDDM

every door direct mail pros and cons

As USPS continues to raise postage rates, many companies are looking for more cost effective ways to conduct direct mail marketing. They are turning to the USPS program Every Door Direct Mail (EDDM) to get their marketing message out consistently to people in a specific geographical location. 

What are the key benefits of EDDM for mailers?

It is a great way for a small business to saturate everybody in a neighborhood. For example, a local business such as a convenience store, gas station or fast food restaurant can saturate 100% of their trade area at a relatively low cost of entry. The mailer does not need to purchase a mailing list, saving additional money. The business can also mail oversize pieces and have the Post Office deliver them at a low price.

When should a mailer consider using EDDM rather than Standard Rate delivery?

 If you have a universally needed product or service in specific neighborhoods. Restaurants, brick and mortar retailers, automotive shops, gas stations, and house cleaning services have all found EDDM to be very effective. 

If you have a tight budget, you should consider EDDM as the total cost to mail is often cheaper than standard mail. 

If you regularly send larger flat size pieces and you want to save money on postage costs. 

If you are brand new to direct mail marketing, EDDM is a great way to get started. With EDDM, you do not have to purchase or maintain a mailing list, which saves a lot of money and time for those just beginning direct mail.

If you have the time, you can save even more money by bundling the mail pieces and delivering them to the post office yourself. If you don’t have the time, One Step can provide those services and you still save a ton on postag

What are the limitations of EDDM?

EDDM does not allow for any kind of personalization. If your direct mail campaign requires variable data or personalization, use Standard Mail instead of EDDM.

EDDM eligible pieces all fall in the category of mailed flats. Letter size pieces are too small. While you save on postage, it will cost you more to print flat sized mailers. Ask for a quote that includes printing and postage to see which method is best for you. 

While EDDM allows you to target an audience based on location, it does not allow you to target based on other demographic factors such as age, income, industry, etc. If your marketing strategy requires more detailed targeting, you’ll want to stick with Standard Mail. 

Need a quote for EDDM? Have more questions about the program? Give us a call at 949-587-5301 or email