Susan L. Reid
Inner Samurai Business Expert

Here's this week's hot business tip: EDDM!

What is EDDM?

EDDM = Every Door Direct Mail.

EDDM is a new program developed by the USPS for local retailers and other location-based businesses. It is the coolest thing in direct mail marketing. It blitzes your target market in the area you select, the postage is as low as 14.2 cents per piece, and you don't need a mailing list!

 If you are on online business and want to expand your marketing with a simple and easily to use application, then consider EDDM.

What is Every Door Direct Mail? According to the USPS:

EDDM is a new program developed by the USPS for local retailers and other location-based businesses that want to market by mail to households and businesses in a specific neighborhood.  Technically, EDDM is Standard (bulk) Class mail, but EDDM mailpieces do not require a name or address because every delivery point on a specified mail carrier's route receives a mailpiece addressed to "Postal Customer"; this is known as saturation mailing and as such it mails at very low postage rates. EDDM Retail is specifically designed for small volume mailers who mail less than 5000 EDDM mailpieces a day and has special rules. Mailers must be willing and able to drop the mail off at the local Post Office retail unit responsible for delivery of the mail.

In other words: Saturate every address in the area of your choice with a large post card without a mailing list and receive the lowest postal rate available.

There are two ways to use the EDDM program:

1. You do it yourself - which is not all that difficult.
2. You hire someone else to do it for you.

If you type "EDDM" into your Google search bar, you'll see several companies who are offering their services. Don't have a recommendation since I'm a DIYer.

Here's a question you need to ask yourself: Is EDDM right for my business?

That depends on your target market. If you are a business that wants to hit everyone around you up to 5000 households per mailing, then it is an inexpensive way to send out a large postcard.

If, however, you have to target certain demographics, then this type of campaign is not for you because regardless of who lives at the address, they will get this advertisement.

What are the benefits of EDDM?

• No residential mailing list needed (saves your money there).
• Lowest possible postage rates available by the USPS.
• Large postcard (6.5×11″ min) mailer.
• It's a great, inexpensive way to branch out into direct marketing.

What are the draw-basks of EDDM?

• You have to have the postcard printed and shipped to you.
• You have to bring the postcards to your local post office.
• You have to fill out all the necessary paperwork (if your a DIYer).
• Postage must be prepaid.

Is EDDM worth it?

Yes!

If you're willing to get involved in the process and it’s the type of marketing you want to do, it will save you a bundle on the residential mailing list (not needed) and the postage (as low as 14.2 per piece).

Hot business tip: Use EDDM to promote your business and reach more customers in your area.

Susan L. Reid
Inner Samurai Business Expert