Every Door Direct Mail (or EDDM) is a special type of mail offered by the United States Postal Service. This type of mailing doesn’t require a mailing list. Rather, your postcards are delivered to every door on a mail carrier’s route. This method allows for total saturation of a 1-2 mile geographic radius.

Who should use EDDM?

For a local company with a broad appeal (think pizza place, restaurant, or auto repair), EDDM can be a powerful tool for spreading the word about your business. If you're new in the neighborhood you probably don't have a mailing list — and with EDDM, you can spread the word without having to purchase one. Plus, the lower rates can mean cost savings, which is great if you are a small business on a budget.

Candidates for EDDM include:

Who should NOT use EDDM?

The downside is that you are also casting a very wide net. If your company is selling a niche product that appeals to a specific demographic, EDDM may not be for you. Despite it's low cost, EDDM typically has a lower response rate than bulk mail. The cost savings of EDDM might not outweigh the profit you'll gain from delivering a targeted mailing to a qualified list.

A few resources

Still not sure how to choose? The infographic below compares EDDM to bulk mail (AKA regular mail) to show the benefits and drawbacks of each option.

It's also important to note that EDDM has very specific design guidelines, which are outlined here. Don't miss our free template (bottom of post) that makes it super easy to design your EDDM mailer!

For examples of both types of mail, check out our Direct Mail board on Pinterest.