Unlock Your Marketing Potential with Every Door Direct Mail (EDDM)

Jun 10, 2023



a man is putting mail into a mailbox

In today’s digital age, print marketing continues to thrive, and Every Door Direct Mail (EDDM) stands out as a powerful technique that can elevate your brand and drive results. Especially during a pandemic, EDDM offers an effective and practical way to connect with a broad audience. It’s time to explore the remarkable benefits of EDDM and discover how it can enhance your marketing strategy.

What is Every Door Direct Mail (EDDM)?

EDDM, a program offered by USPS, allows local businesses to target specific geographic locations without the need for a mail list or standard addresses. By utilizing demographic data, you can precisely target your print pieces to customers in selected cities, towns, neighborhoods, carrier routes, or ZIP codes.

The Advantages of EDDM: EDDM campaigns offer numerous advantages, particularly for small businesses looking for simplicity and affordability in their marketing efforts. Let’s explore the benefits:

  1. Effortless Local Area Marketing: With EDDM, reaching your local audience has never been easier. Your campaign or brand message will be delivered to every household in the targeted area by the mail carrier on the designated drop date. It’s an ideal tool for local businesses, including restaurants, gyms, or political campaigns aiming to connect with constituents.
  2. Postal Permit Not Required: Unlike standard direct mail campaigns, EDDM mailings with a quantity between 200 and 5,000 pieces typically do not require a postal permit, saving you valuable resources. However, if needed, the postal service can provide a permit to ensure your EDDM materials are not mixed with mass mailings.
  3. Customer Incentives: EDDM allows you to offer enticing discounts or coupons to customers, effectively attracting new clientele and boosting customer retention. Whether you’re promoting shoes, skincare products, or any other offering, providing incentives through EDDM can drive engagement and conversions.
  4. Cost-Effective: According to USPS, EDDM retail marketing flats cost around $0.192 per piece, while EDDM BMEU marketing mail flats cost approximately $0.164 per piece. The low postage rates, combined with captivating and colorful print materials designed using software, ensure that EDDM effectively reaches and engages your target audience without breaking the bank.

EDDM Trends

To further enhance the impact of your EDDM campaigns, consider these emerging trends:

  1. Personalization with Variable Data Printing (VDP) and Personalized URLs (PURLS): Though EDDM traditionally lacks personalization, you can now incorporate VDP and PURLS to add a personalized touch to your mail pieces. Utilize customer names, mention previous purchases, or extend invitations to create a stronger connection with your local audience. PURLS also allow you to track online engagement and gather valuable insights.
  2. QR Codes for Enhanced Engagement: Leverage the growing popularity of QR codes to entice customers with discounts, coupons, and special offers. QR codes seamlessly bridge the gap between digital and print, directing your target market to your website and encouraging action.
  3. Eye-Catching Designs and Compelling Content: Stand out from the competition with visually striking designs, bold colors, captivating graphics, and intriguing fonts. Ensure your content is concise, error-free, and includes detailed contact information to facilitate easy communication.


EDDM presents an incredible opportunity to amplify your print marketing strategy and connect with a wider local target market. Its affordability, simplicity, and ability to reach your audience effectively make it an invaluable tool for businesses of all sizes. If you’re ready to unlock your marketing potential with EDDM, our direct mail experts at Lund Solutions are here to assist you. Contact us today, and let’s get the presses rolling

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