Every Door Direct Mail (EDDM) is a service offered by the USPS that allows businesses to target specific geographic areas with direct mail campaigns. Here are the pros and cons of using EDDM:

Cost-Effective:
EDDM eliminates the need for purchasing mailing lists or addressing each piece individually.
USPS offers discounted postage rates compared to standard direct mail, which is ideal for businesses with tight budgets.
Wide Reach:
EDDM allows businesses to target entire neighborhoods, zip codes, or demographic areas.
It’s a great way to saturate a local market and reach potential customers who live nearby.
No Mailing List Needed:
Unlike traditional direct mail campaigns, EDDM doesn't require a customer mailing list. The USPS handles distribution based on the geographic routes selected.
Customizable Delivery:
Businesses can select specific carrier routes to target based on location, income level, age group, or other criteria, ensuring the campaign aligns with the intended audience.
High Visibility:
Physical mail has a tangible presence, meaning recipients are likely to at least glance at the piece before deciding what to do with it.
Ease of Use:
The process is straightforward, with USPS providing tools to select routes, calculate costs, and facilitate the mailing process.

Limited Targeting Options:
While geographic targeting is possible, EDDM lacks personalization and fine-tuned demographic or behavioral targeting available through digital advertising or advanced direct mail.
Bulk Nature Can Feel Impersonal:
EDDM mailers often lack the personal touch of individualized campaigns, which might lead some recipients to ignore the mail as "junk."
Design and Printing Costs:
While postage may be cheaper, businesses still bear the cost of designing, printing, and preparing materials for EDDM campaigns.
Size Requirements:
USPS has specific size and layout requirements for EDDM mailers. Noncompliance can lead to delays or rejection, requiring additional investment to fix.
Saturation May Not Equal Conversion:
Just because every home in a route receives the mailer doesn’t mean it will convert into sales. Without a clear call-to-action or compelling offer, the campaign may fail to drive significant results.
Limited Feedback/Tracking:
Unlike digital campaigns, EDDM offers limited tracking capabilities. You won’t know who responded unless the piece includes a trackable coupon, promo code, or phone number.

Is EDDM Right for You?

It’s a great option for businesses like local restaurants, retail stores, gyms, real estate agents, or community events that want to reach a large, geographically concentrated audience. However, for businesses needing highly targeted campaigns or advanced analytics, EDDM might not be the best fit.Would you like help determining if EDDM suits your needs or creating a campaign strategy?