Door Hangers vs. EDDM: Choosing the Right Route Strategy

A roofing company completes a roofing job in a residential area. Some in the immediate vicinity may require similar work and the company does not want to use resources in streets that extend beyond their service area. 

A new restaurant is about to open in another precinct of town, so that is not their problem. It should be able to contact enough local households to ensure that the opening is known. While printed advertising can work for both businesses, it is important to note that the businesses’ advertising requirements are different.

A door hanger provides a business the chance to deliver hand-targeted messages to targeted homes. A USPS service, Every Door Direct Mail (EDDM) sends qualifying promotional mail through selected routes. Both methods do not use an individually addressed mailing list.

The distinction lies in the selection of the audience and the method of distributing the printed material among the households. The first one is a person walking the route. The other one employs the post service.

This distinction impacts the budget, preparation, coverage, and control a business has over distribution.

How Door Hanger Distribution and EDDM Work

At first glance, the printing process appears to be the same, but there are differences in delivery arrangements that must be planned for.

Hand Delivery to Selected Properties

The business prints their promotional materials on a door hanger and has staff or a distribution team put the door hanger on appropriate door handles.

This method is effective if the area to be painted is limited. For example, a pest control firm may place ads on the premises of homes around a recent customer. A real estate agent can do the same to get the word out to neighbors about an open house.

The team may take the walk as a planned route, and avoid streets that are not campaigning. But, there had to be someone covering the properties. The time needed can be influenced by distance of homes, locked entrances, weather and private property restrictions.

The format also provides flexibility in terms of the size, shape and finishing of the business. Businesses that wish to make production can check out custom door hanger printing before deciding on the paper and finished measurements.

Delivery Through USPS Carrier Routes

Every Door Direct Mail operates on specified postal routes, not through door to door visits. The United States Postal Service (USPS) EDDM route selection tool is used to analyze neighborhoods and delivery volume. Filters include household size, age and the typical household income.

The routes are then chosen, mailpieces eligible for the routes are prepared as required by the postal service and are sent for delivery. There are two ways to enter the USPS. EDDM Retail is for smaller campaigns, up to 5,000 pieces/day/day per 5-digit zip code, and at least 200 pieces/campaign. 

EDDM BMEU is used for larger mailings, and is processed separately from the bulk mailing. This is great for a company looking to provide service to an entire neighbourhood without having to form a separate crew for each delivery.

Door Hangers vs. EDDM: Five Factors That Affect the Decision

The following differences are more useful than comparing the two formats by appearance alone.

Control Over the Distribution Area

The main difference is the degree of control of the individual properties. If a company does landscaping in a few subdivisions already, what if they finish one job in one subdivision? It is seeking to expand its lawn-care business to other residents in the area. The company can design a walking program around those properties and focus their promotional campaign on them.

When the business is aware of the streets that are relevant, this form of advertising via a door hanger is appropriate. It also allows the distribution team to modify the distribution route if access becomes difficult. There is no property-by-property selection available in EDDM. Selects carrier routes that are available and eligible delivery addresses are mailed via these routes.

This distinction matters. Households placed outside the optimal service area for the business can be a part of the selected postal route. The delivery count of the route should therefore be taken into consideration with the geographic limits of the route as well as actual service area of the company.

Printing and Distribution Expenses

The lowest price does not necessarily translate into the lowest campaign cost. Printing, finishing, shipping and labor are needed for a hand delivered campaign. When the pieces are distributed to employees, the employees’ hours remain the same. Using an external party will incur an additional distribution cost.

The costs of EDDM are different. The business should include printing, mail charges, preparation and delivery to the proper USPS entry point. Let’s take an example of a home improvement business that wants to target 1000 homes. It should then take the time to look at the overall cost of printing and distributing 1,000 door hangers, and then get an EDDM quote for appropriate carrier routes, before ordering.

The following should be taken into account when making the calculation:

• The use of printing and paper. 
• The choice of printing and paper.
• Design and finishing
• Shipping and transportation
• Labor employed by employees or contractors.

USPS postage & mailing preparation (if applicable)

No absolute, universally accepted difference in prices between the two methods. The following factors impact the outcome: local labour rates, walking distances, print quantities, paper options, and postage.

When considering other household distribution options, businesses that routinely mail over a whole neighborhood can also evaluate saturation mailing services.

Household Coverage and Property Access

A hand distribution team can visit a residential street without having to buy postal deliveries to every address. But apartment buildings and gated communities pose practical problems. Some properties’ entrances are locked and some have rules not to distribute unsolicited. Others may need to check with property management. These restrictions may leave the planned route un-covered.

Unlike individual property access, which would require a permit from each individual property owner, EDDM does not require any individual property access as USPS delivers to eligible addresses on the selected routes.

But don’t mistake wider coverage with better targeting. What benefit can a restaurant get from sending out food to far away neighborhoods if those neighborhoods are not in their delivery radius? The selection should be based on the areas where customers are able to access the advertised service.

Delivery Scheduling and Preparation

Hand distribution relies heavily on availability of printed materials and individuals who will provide the distribution service. A small team can do a limited area without waiting for the postal processing. The bigger the campaign, the more planning needed. Companies should work out the time required and schedule for distribution accordingly.

There is extra preparation needed to get ready for EDDM before it goes to USPS. Routes need to be selected properly, mailpiece checks need to be done, bundles need to be bundled, documentation should be done, and postal entry should be done.

USPS does not guarantee delivery date for EDDM Retail mailpieces. Consequently, it’s important for businesses to allow some time to pass between the posting of the mail and the beginning of the promotion. The applicable standards are specified in the USPS Domestic Mail Manual.

Design and Printing Requirements

The format will dictate the message(s) that the ad can convey. When there is an important area around the hanging cut-out of a door hanger, the layout should avoid that area. The headline, business name, main offer and phone number should be easily found.

EDDM postcards offer a flat card, allowing graphics, service descriptions, prices and response information to be printed. The completed mail piece has to comply with the USPS size and preparation standards, however.

If businesses are thinking of using EDDM postcard printing, they should verify the size and layout of the cards before they are printed.

It’s more important to have a clear design than filling in every space. When there’s one relevant offer and one obvious next step, it’s easier to understand than multiple competing messages.

Which Format Fits Different Business Types?

Sometimes the best way to do it becomes clear when you think about how it will be distributed as well as how the business operates day to day.

Home Service Contractors

Specialty service firms like roofing, plumbing, electrician, HVAC and pest control firms service specific residential areas. A door hanger is a great tool for a contractor to use in a service around a job site that is currently underway or recently finished. The message may be for an inspection or seasonal maintenance, or a specific repair service.

Consideration should be given to EDDM when the company desires to expand its services beyond a few to several neighborhoods.

Restaurants & Retail Stores

Restaurants, salons, grocery stores and independent businesses typically rely on customers in close proximity to their businesses. Use EDDM post cards to let your customers know about a new store, opening, seasonal promotion, special menu, etc. If the size of the area is smaller, door hangers for businesses might be more convenient, especially if the promotion is for the people around that area.

The campaign needs to be reflective of the distance that customers are likely to travel. A promotion that extends beyond that area might have little useful interest.

Real Estate Professionals

There are a number of real estate agents who market individual homes, open houses and recent sales. Delivering a piece of your hand can be a way to get an agent in the door of homes located around a listing. EDDM can be used to reach a wider audience when the goal is neighborhood awareness.

If an agent requires that the prospects in the message be individuals named or a specific group of prospects, a targeted mailing list might provide greater control than either of the other avenues. This is where targeted direct mail services come into play.

Practical Steps Before Ordering Printed Materials

A campaign should have a defined distribution plan before the printing order is placed.

1. Set the geographic limits. Identify the streets, neighborhoods, or ZIP Codes where the business can serve customers.
2. Check the delivery count. Estimate how many households need to receive the promotion.
3. Compare complete costs. Include printing, labor, postage, preparation, and transportation.
4. Review access restrictions. Check property management rules and local solicitation requirements before arranging hand delivery.
5. Keep the offer specific. Choose one main service, discount, appointment opportunity, or event.
6. Create a response method. Use a unique QR code, campaign URL, phone number, or discount code.
7. Measure the outcome. Track inquiries, appointments, redeemed offers, and sales from each distribution area.

Using Both Formats in One Local Campaign

Some companies may have a need for both, but each for a different purpose. A landscaping company that is planning to launch a campaign in the spring may start by mailing EDDM postcards in specific residential routes. This mailing is an introduction to its seasonal services. Once the team has begun its work in a given subdivision, they may begin to circulate further promotional material around the surrounding subdivisions.

These two activities are part of two different components of the campaign. One takes you to a wider neighborhood and the other to streets around the current work. Each inquiry has a separate tracking code to determine where it came from. If not, a company could be left with a dilemma as to whether the extra hand distribution was worth the investment.

This is true for successive campaigns. Where only a few homes reply after the first mailing the target areas for the next mailing should be carefully selected.

Frequently Asked Questions

Is it cheaper to use Door Hangers than EDDM?

Less costly for small areas if the business has employees to distribute. But labour, transport and printing also play a role in the cost. The EDDM incorporates postage costs but does not require any special arrangements to be made for individual property visits.

Can Individual Households be targeted with EDDM?

No. EDDM provides businesses the ability to choose postal carrier routes and access demographic data. It does not offer recipient selection by name or personal characteristics. For businesses that require a named recipient, they should take the time to select an appropriate mailing list.

Does Door Hanger Marketing Work for Small Businesses?

Yes. It can be used by local contractors, cleaning companies, restaurants, and real estate professionals that have a defined service area. The campaign should target appropriate properties and there needs to be a response mechanism so that the business can track enquiries from the campaign.

What’s the Difference between EDDM and Normal Direct Mail Postcards?

Regular direct mail postcards can be sent to individually selected addresses using a mailing list. EDDM postcards go to eligible delivery addresses along selected postal carrier routes. The difference lies in how those being given are determined.

Is a Door Hanger eligible to be sent through EDDM?

Not all door hangers are guaranteed to be eligible for EDDM. The completed piece will be required to be within the USPS flat, weight and preparation guidelines. Before the manufacturing, the size and fabric of it should be determined. A traditional EDDM postcard can simply be a more simple format for postal delivery.

Conclusion

Whether to use hand delivery or EDDM should be determined by how the business wishes to cater to its customers. Individual property distribution may be preferable for a business that targets a few streets. The others who want to launch their services in multiple neighbourhoods can opt for USPS carrier routes.

Prior to deciding which approach to use, compare the total cost of the campaign, determine the delivery requirements, and determine how feedback will be captured from the customer. MailProsUSA is a great resource for businesses that are considering mailing, whether local or nationwide, including printing and mailing custom door hangers and EDDM postcards. 

Check the products available, inform your preferred quantity and area of distribution, and get a quote for production before it happens. This provides a definite starting point and helps to prevent the ordering of materials which do not suit the required delivery method