Checking your mail

Is Every Door Direct Mail Worth It? Plus 5 Tips to Make It Count!

By: The H&H Group

Is your local business looking for cost-effective ways to get your message out to potential new customers within a specific geographic area?

While digital tactics like Google My Business listings and location-targeted social media ad campaigns are great, there’s an even better tool that many small businesses aren’t familiar with—Every Door Direct Mail® (EDDM®) service from the United States Postal Service.

That’s right – marketing via physical “snail mail” (aka direct mail) is still an extremely valuable tool in 2022. In fact, it may be more useful than ever due to the relatively uncluttered spaces that many people’s mailboxes have become compared to their email inboxes and various online newsfeeds.

The H&H Group can help you take advantage of this often overlooked marketing channel by designing, printing, and even mailing your marketing materials for you. Get started today by talking with our printing experts!

What is EDDM?

USPS describes its unique service as “an affordable targeted advertising technique that lets you map your marketing mail audience by age, income, or household size.”

How can they make this claim?

It’s simple. You choose which areas will receive your message in their mailboxes, and postal carriers deliver it to every residential household’s “door” or mailbox they visit. EDDM offers businesses and marketers the ability to blanket specific ZIP codes and mail carrier routes with their materials without requiring them to provide a mailing list of particular addresses.

What Are the Requirements for Using EDDM?

A potential drawback of EDDM is that it only allows you to send what are known as “flat mailers”— postcards, flyers, and similar mail pieces—and they must weigh under 3.3 ounces each. You cannot use this service to send small packages or letters in standard envelopes.

These pieces also will not be individually addressed, which is essential to keep in mind. Don’t worry too much about these limitations. However, there are plenty of ways to get creative with EDDM-friendly pieces!

A comprehensive explanation of the requirements for using EDDM can be found in the Every Door Direct Mail User Guide published by USPS. Spoiler alert: the guide is 30+ pages long! If you’re looking for a much simpler way to explore EDDM, we can help!

How Much Does EDDM Cost?

While your business’s cost for EDDM can vary depending on the number of mail pieces you plan to send, which determines your account level (more on that in a moment), the base rates published by the US Postal Service are currently:

  • EDDM Retail® USPS Marketing Flats – $0.20 per piece
  • EDDM BMEU USPS Marketing Mail – $0.168 per piece
    Postage rates current as of 1/11/2022

Prices at the post office change frequently, so be sure to check their website to see any changes.

Businesses that send more mail pieces will qualify for that lower rate but need a mailing permit and USPS Business account. They will also be limited to dropping off their materials at a Business Mail Entry Unit (BMEU) or Postal Service™ facility that accepts bulk mailing and permit mail. Not all USPS facilities have this service.

The good news is, if you only plan to send up to 5,000 pieces per day per ZIP Code, you’ll have a bit more flexibility with the EDDM Retail-level account. You won’t need a postal permit, and you’ll only pay slightly more per mailpiece.

If all of that sounds confusing, trust the experts at The H&H Group to tame the chaos and handle all of your EDDM needs!

Who Is EDDM Most Useful for?

The types of businesses and organizations that benefit most from running EDDM campaigns are those that rely on a localized customer base. For instance, here in Lancaster, PA, these might be restaurants, medical practices, home improvement contractors, or houses of worship that want to target specific neighborhoods closest to their locations or within their service areas.

Non-profit organizations can also utilize EDDM to spread their messaging or market a specific event or fundraiser. In fact, non-profits often qualify for postal rate discounts, so the cost to use EDDM may be less than the published per piece rates. Get in touch with us here at The H&H Group to learn about the discounts your group may be missing out on today.

Tips for Getting the Most from EDDM

While some marketers look down on EDDM because it’s a bit impersonal, it’s a great value compared with the pricing for traditional direct mail advertising, especially for smaller businesses with minimal marketing budgets.

As you begin to explore getting your message to thousands of potential new customers’ mailboxes, you’ll first need a good strategy. Here are five tips for success.

1. Set Campaign Goals

Think about what you want your mailer to achieve. More phone calls from potential customers who might need your service? Visits to your new neighborhood restaurant? Taking a few minutes to understand what you hope to gain from your advertising allows you to determine later whether it was worth the money you spent.

2. Keep Messaging Simple, but Be BOLD!

Make use of large format sizing for the mailpiece, incorporate appealing graphics and imagery, and don’t forget a clear call to action (known in the marketing world as a CTA). Don’t be shy – tell your recipients what you want them to do when they see your mail!

3. Focus on a Benefit or Offer a Discount

One of the best ways to get people to call you or visit your business is to provide them with a discount. Include coupons or give an offer to redeem if they mention that they received your mailer.

4. Create Interest with an Experience

In other words, make your mailpiece interactive. Include elements like scratch-off areas or removable sections that can be easily saved in a wallet or by phone.

5. Make It Trackable

Knowing if you’ve met your campaign goals can be challenging if your mailpiece doesn’t include a tracking mechanism. Unique coupon codes or a particular phone number that is only printed on your mailer can help you track how many people received it and took you up on your offer.

Don’t Go it Alone with EDDM! Call The H&H Group!

While it’s true that you can handle EDDM campaigns on your own by working directly with the Postal Service, this process can be frustrating and time-consuming, especially if you don’t have a regular, reliable print shop you work with to produce your marketing materials.

In Central Pennsylvania or wherever your business is located, The H&H Group can help you meet your direct mail marketing goals, whether through EDDM postcards or flyers, or other cost-effective mailing methods. Give our experts a call and find out how easy it can be to get the word out and win new business!

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