Is EDDM Worth It? Discover How It Can Transform Your Marketing Strategy!

Are you a local business looking for cost-effective ways to get your message out to potential new customers within a specific geographic area? If so, you might be wondering: is EDDM worth it? While digital tactics like Google My Business listings and location-targeted social media ad campaigns are great, there’s another powerful tool to consider: 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 incredibly valuable tool today. 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 online newsfeeds. But does EDDM work as well as advertised? The answer depends on how you use it.

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 this unique service as “an affordable targeted advertising technique that lets you map your marketing mail audience by age, income, or household size.” So, how does EDDM mailing work? It’s simple: you choose which areas will receive your message, and postal carriers deliver it to every residential household’s mailbox in those areas. This means businesses can target specific ZIP codes or mail carrier routes without needing to provide a mailing list of particular addresses.

The convenience of EDDM lies in its simplicity and accessibility. You don’t need to invest in extensive demographic research or purchase mailing lists—USPS handles everything directly. This streamlined approach saves both time and money, making it an excellent choice for small businesses looking to reach a broad audience efficiently. Whether you want to target a specific neighborhood or multiple ZIP codes, EDDM provides a user-friendly solution for getting your message out.

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. But, don’t worry too much about these limitations. 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 – as low as $0.223 per piece
• EDDM BMEU USPS Marketing Mail – as low as $0.219 per piece
• Postage rates current as of 1/28/2025

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

Businesses sending more mail pieces qualify for lower rates but will need a mailing permit and USPS Business account. Smaller businesses planning to send up to 5,000 pieces per day per ZIP Code can stick with the EDDM Retail level, which doesn’t require a postal permit and offers more flexibility. Confused? The H&H Group can help you navigate these options seamlessly.

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.

Tips for Getting the Most from EDDM

While some marketers view EDDM as impersonal and wonder, “Is EDDM effective?” it’s actually a game-changing solution for businesses aiming to maximize their marketing impact on a budget. When done right, EDDM offers a cost-effective way to deliver your message to thousands of households precisely and efficiently. If you’re wondering is EDDM worth it, the answer lies in its unmatched ability to target local audiences without breaking the bank.

To make the most of your campaign, you’ll need a solid strategy in place. Here are five expert tips to ensure your EDDM campaign is a resounding 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 lets you determine later whether it is worth your money.

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. Still asking yourself, “Is EDDM effective?” 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, helping you see how effective it can be!

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

Handling EDDM campaigns on your own can be time-consuming and frustrating, especially without access to a reliable print shop. Whether you’re located in Central Pennsylvania or beyond, The H&H Group can take the hassle out of the process. From EDDM postcards to flyers, we’ll help you leverage this cost-effective marketing method to grow your business.

We can help you meet your direct mail marketing goals, whether through EDDM postcards, flyers, or other cost-effective mailing methods. Reach out to our experts and find out how easy it can be to get the word out and win new business!