When you’re looking for new ways to make meaningful connections with local customers, Every Door Direct Mail (EDDM) could be your next best move. It’s not just cost-effective—it’s powerful, adaptable, and designed to get tangible results right to your target neighborhood.
In this blog, we’ll break down exactly what EDDM is, how it works, its benefits, and a checklist to help you decide if it’s the right fit for your business.
What is Every Door Direct Mail (EDDM)?
EDDM is a marketing service by the U.S. Postal Service that allows you to send promotional mail to every home in specific ZIP codes or neighborhoods—no mailing list or special permit needed. It’s a smart way to reach customers based on location, demographics, or interests, making it a perfect choice for businesses that want to build local awareness.
How Does EDDM Work?
EDDM is designed to be simple:
- Design Your Mailer: Create a compelling mail piece that highlights your business, services, or promotions.
- Select Your Target Area: Use geographic and demographic filters to choose ZIP codes or neighborhoods that align with your target audience.
- Prepare Your Mailing: Print your mailers and bundle them as required by the USPS.
- Deliver Through USPS: The Postal Service handles the distribution, delivering your message directly to every door in your selected area.
The Benefits of EDDM
- Cost-Effective Reach
EDDM offers one of the most cost-effective ways to reach thousands of households. You can target entire neighborhoods without mailing lists or permits—and for less than the cost of a single stamp! If you’re looking for high impact at a low price, EDDM is it. - Tangible Engagement
Did you know that 71% of consumers actually look forward to checking their mail? Direct mail delivers higher engagement rates compared to digital-only campaigns, making it a standout channel for driving local awareness and conversions. Plus, people tend to spend more time interacting with tangible mail than scrolling past fleeting digital ads—meaning your message is more likely to be seen, read, and remembered! - High Conversion Rates
When EDDM teams up with digital marketing, it’s a game-changer. Studies show that this powerful combo can increase website visits by 68%, boost response rates by 63%, and drive conversion rates up by 40%. This integrated approach ensures wider reach and more consistent engagement, making sure your message stays top of mind. - Flexible Targeting Options
With EDDM, you can zero in on your ideal audience by targeting specific ZIP codes or carrier routes. Whether you’re aiming to capture the attention of a single neighborhood or cover an entire city, EDDM lets you customize campaigns to hit the mark and maximize impact. - Builds Brand Awareness
Consistently delivering mail pieces to the same households helps your brand become familiar to local residents. This repetition drives brand recognition, so when your potential customers need your product or service, your business will be the first that comes to mind.
Is EDDM Right for Your Business? A Checklist
To decide if EDDM aligns with your marketing needs, consider the following checklist:
- Target Audience is Local
If you aim to connect with customers within a specific geographic area, EDDM delivers your message directly to their doors, increasing the likelihood of engagement and conversion. - Budget-Friendly Goals
If your business wants broad-reaching marketing on a budget, EDDM eliminates costs associated with mailing lists and permits, making it a strong option for local campaigns. - High-Impact Promotions
EDDM works well for announcing store openings, special events, seasonal sales, or new services. Its immediate, physical presence captures attention more effectively than digital-only promotions. - Tangible Offerings
If your business sells products or services that benefit from visual or physical representation (like menus, coupons, catalogs, or real estate listings), EDDM can be especially effective at showcasing these assets. - Ability to Track ROI
EDDM campaigns can be paired with QR codes, dedicated URLs, or call-tracking numbers to measure response rates and track ROI. This data helps refine future campaigns and maximize results. - Capacity for Consistent Messaging
For optimal impact, EDDM campaigns should be sent consistently over time. This reinforces your brand’s message, increasing familiarity and driving stronger results from potential customers.
Additional Tips for EDDM Success
- Craft a Strong Call-to-Action (CTA): Make your offer clear and compelling. Whether it’s a limited-time discount or a call to visit your website, your mailer should encourage immediate action.
- Keep it Visually Appealing: Use bold graphics, clear text, and eye-catching colors to stand out in the mailbox.
- Integrate with Other Channels: Maximize results by running EDDM campaigns alongside digital ads, email newsletters, or social media posts for a multichannel approach.
- Time it Right: Schedule your mailers around peak times, like holidays, back-to-school season, or local events when people are most likely to be receptive.
Conclusion
EDDM can be a strategic investment for businesses aiming to make a local impact. By sending targeted, compelling mailers directly to potential customers, you can boost brand awareness, drive engagement, and increase conversions—all while keeping costs in check.
If you’re ready to put EDDM to work, start by setting clear campaign goals, creating a standout mailer, and selecting the right target area. With the right strategy, EDDM can help open doors to new customers and strengthen your local presence!
