Every Door Direct Mail (EDDM) Retail provides small businesses with an affordable and highly effective way to reach local customers. Created by the U.S. Postal Service (USPS), EDDM Retail enables marketing materials to be delivered to every home or business within a chosen carrier route, eliminating the need for mailing lists or permits. This service ensures businesses can promote products, services, and special offers directly to the community, increasing visibility and engagement.
MailProsUSA helps businesses navigate the EDDM Retail process with ease, providing guidance on design, route selection, and mailing logistics. The campaign setup is simple once the proper steps are followed, allowing companies to execute professional mailings efficiently. By understanding the workflow, businesses can maximize the impact of their direct mail campaigns and reach the right audience at the right time.
Step 1: Choose the Right Mail Piece Size
The USPS requires EDDM Retail mailers to be “flats,” meaning they must fall within certain size guidelines. Popular formats include oversized postcards, flyers, and brochures. Larger mailers often stand out more in the mailbox, making them a smart choice for businesses looking to grab attention quickly. Before printing, check USPS size requirements to ensure your piece qualifies.
Step 2: Design an Eye-Catching Mailer
Your design is the first thing recipients notice, so make it count. Include bold headlines, compelling visuals, and a clear call to action such as “Visit Today,” “Call Now,” or “Order Online.” Keep your branding consistent with colors, logos, and messaging. Remember, a strong design not only builds credibility but also drives response rates.
Step 3: Select Your Target Area
One of the greatest advantages of EDDM Retail is the ability to target specific neighborhoods without a mailing list. Using the USPS EDDM mapping tool, you can search by ZIP code, city, or carrier route. This lets you choose routes that match your ideal audience—whether you want to reach households near your store or a broader local area.
Step 4: Prepare Your Mailing Bundle
Once your mailers are printed, they need to be bundled in stacks of 50 to 100 pieces. Each bundle should include a facing slip provided by USPS, which lists key details like route number and piece count. Proper bundling is essential to ensure your campaign is processed quickly and accurately at the Post Office.
Step 5: Complete USPS Paperwork
Before dropping off your mailers, you’ll need to fill out the EDDM Retail forms, including PS Form 3587 (EDDM Retail Mailing Statement). This form provides the USPS with important details about your campaign, such as number of pieces, routes, and postage payment. Many printers and mailing services can help prepare these forms to save you time.
Step 6: Pay for Postage
EDDM Retail offers affordable postage rates, typically much lower than standard first-class mail. You can pay directly at the Post Office when you drop off your bundles. Current rates are per piece, making it budget-friendly for local businesses sending thousands of mailers at once. Be sure to confirm the latest pricing on the USPS website before planning your campaign.
Step 7: Drop Off at the Local Post Office
With your mailers bundled, forms completed, and postage paid, the final step is to deliver everything to the designated Post Office for the carrier routes you selected. The USPS then takes care of delivery, ensuring your mail pieces reach every home and business along your chosen routes. This simple process gets your message into the hands of local customers quickly.
Step 8: Track and Measure Results
While USPS doesn’t provide built-in tracking for EDDM, you can measure effectiveness with creative strategies. Include special promo codes, trackable phone numbers, or unique landing pages on your mailers. This way, you’ll know exactly how many customers responded, helping you evaluate the campaign’s success and refine future mailings.
Conclusion
EDDM Retail is a game-changer for small businesses looking to grow locally without breaking the bank. By following this step-by-step process—choosing the right size, designing an engaging mailer, targeting routes, bundling correctly, and completing USPS requirements—you can launch a professional, cost-effective campaign.
With its affordable rates and simple process, EDDM Retail makes it easier than ever to connect with your community. Whether you manage the campaign yourself or partner with experts like MailProsUSA, this tool ensures your message reaches the right audience, right at their doorstep.
