If you’re a small business owner, a church, a political candidate, or a local restaurant – how are you supposed to reach a large number of people locally without running the risk of getting lost in someone’s spam folder? Enter USPS’ Every Door Direct Mail (EDDM) service. EDDM allows you to send physical mail advertisements without the hassle of needing a postal permit or an address list. Delivery takes 1-2 business days, and senders can mail up to 5,000 pieces of mail per day! In this blog, we’re going to explore how to create an EDDM Campaign from start to finish.

Before the age of the internet, one of the main ways of communicating was through the postal service. You would receive letters in the mail from friends and family – but also from local businesses that wanted to get your attention. As the internet began to grow, things like social media marketing and email marketing grew rapidly; however, in 2022 many people are realizing that social media can be toxic and are leaving major platforms in large amounts.  

While e-mail marketing and social media marketing are still dominant these days, they have to face increasingly strict data privacy laws as well as people being more and more protective over things like their email addresses. A proper email newsletter list could take years to cultivate.

Before you decide on using EDDM, it’s important to make sure you have goals in mind so you can measure the success of your campaign. 

Establish Your Marketing Goals

Effectively harnessing the power of any advertising strategy starts with laying the groundwork. Our first step is outlining what it is you’re looking to achieve with your direct mail campaign. Are you looking to generate leads, increase brand awareness, or maybe send out coupons to a local neighborhood? 

Here are a few examples of direct mail marketing goals as an example:

  • Generate 150 sales leads over the next 90 days.
  • Have 250 recipients use a coupon that was mailed to them.
  • Have 25 new business clients call and set a meeting.
  • Have 100 people that haven’t visited you for a while return to your business.
  • Generate 40% more traffic to your website.

Once you have an idea of what the goals look like for your direct mail marketing campaign, you are able to begin the process of designing a piece of mail and selecting an area to send all the mail to. 

Mail Design

There are a few requirements you must abide by when using USPS EDDM when it comes to designing your mail. For example, EDDM mail pieces are limited to USPS Marketing Mail flats only and users must select at least 200 mailpieces in a ZIP Code unless the ZIP Code does not cover 200 mailpieces.

Also, mailpieces sent through EDDM must comply with the USPS’ size requirements. They are as follows:

  • Be greater than either 6 ⅛ inches high or 10.5 inches long on one side
  • No side can be longer than 15 inches long or 12 inches high
  • Weight cannot be more than 3.03 ounces
  • Must be thicker than 0.007 inches but less than 0.75 inches thick
  • Type font must be at least a 4-point size

Once you come up with a design that meets all of the parameters, it’s time to craft your campaign.

How to create an EDDM Campaign?

Once you have the marketing goals, and your mail design down and ready to go – the next step of the process involves actually mapping out areas you wish to target with your campaign, printing and bundling your mailers, and coordinating with USPS to get them delivered. 

  1. Create an EDDM Retail Account
  2. Access the EDDM Retail Mailings “online tool”
  3. Search for full addresses, cities, or zip codes and find neighborhood routes
  4. Narrow down your search by filtering route, age, income, and other variables
  5. Select all of the routes that fit your marketing search criteria and budget
  6. Design and Print your mailpiece (Pinnacle Press can help with this part)
  7. Choose a drop-off date, and print/attach the EDDM slip to your mailing bundles
  8. Drop off or Ship your bundles to USPS

Once you drop off your bundles, your mail will be delivered on the dates you selected, and everyone in those areas that fit your demographics will receive a piece of your mail! If this seems like a lot, no worries. Our team here at Pinnacle Press can help you with everything from your marketing goals, designing and printing your mailers, and even getting your mailers to USPS for distribution! 

If you’re looking for a place to help you through every step of the EDDM process, Pinnacle Press is the place for you. Our team is standing by ready to help YOU pull off your next direct mail marketing campaign without a hitch.