Case Study: Every Door Direct Mail (EDDM)

What is EDDM?

Every Door Direct Mail (EDDM) is a service from the United States Postal Service (USPS) designed to make it easier to send out mass direct mail to a localized area. The USPS encourages small businesses to use EDDM rather than other types of advertising efforts.

How EDDM Differs from Normal Occupant Mail

There is no addressing of the mail piece. U.S. postal carriers are simply instructed to blanket an area with an advertising message. EDDM is for flat mail only (larger than 6 1/8 x 11 1/2).

Advantages of EDDM

EDDM is generally less costly than Occupant mail. While postage costs are similar, there are some savings as there is no need to purchase a list or address the mailing pieces.

The Disadvantages of EDDM

  • Lacks Targeting
    EDDM does not have any targeting capabilities. With normal saturation mail, you can choose between homes, apartments and trailers, vs. EDDM must blanket the entire area.
    Also, unlike EDDM, most saturation providers allow you to target their lists based on CRRT demographics, such as average income or age in a carrier route. This allows mailers to avoid poor performing routes, such as those where the average income is below the poverty level, or routes that strictly serve the senior citizen community.

  • No Personalization
    EDDM has no names or addresses on the mail pieces. With regular saturation mailings, names can be added “where available” and title addresses (such as Pizza Lover, Adventurer or Massage Enthusiast) can be used. Mail pieces with some level of personalization are proven winners.

  • Low Response
    As EDDM has gotten more popular, postal carriers have started bundling EDDM advertising pieces together, making them a handy package for recipients to throw out. While all advertising mail has this risk, individual mail pieces have a better chance of getting noticed.

Conclusion
Because there is no need to address a mail piece or purchase a mailing list, EDDM is a low cost solution for saturation mailing. Unfortunately, without personalization and targeting options, the overall ROI is often not as expected. Additionally, EDDM requires more postal drops and a larger mail piece size than normal saturation mailings. Also keep in mind that EDDM isn't always the least expensive postage option for a business as we actually have postage rates as low as 15.3 cents for retail customers and 7.6 cents for Non-Profits! Given the tradeoffs, we feel EDDM is best used in select situations.

If you still have questions or are looking for the most cost effective way to reach new customers using mail, feel free to call us at 888-722-2360. We will be more than happy to discuss your needs and answer any questions you may have. No obligation, just a conversation! Whether EDDM, Saturated or Targeted Direct Mail, we will review all options in light of what you are trying to achieve so you can make an informed decision.