The Definitive Guide to EDDM

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Attention Class, Welcome to EDDM 101

You’ve heard about Every Door Direct Mail, and you may have even considered incorporating it as part of your broader marketing strategy. The problem is, no matter where you look you can't find a comprehensive source of information on how to effectively package and ship EDDM mailings.

The search is over.

While we aren't actually EDDM professors with doctorates in marketing, we've desinged and managed hundres of thousands direct mail pieces throughout the U.S. since our inception in 2016. So we have a bit of 'street cred'.

Through our years of experience, we have earned a strong reputation as an authority in the industry and make it a point to share our findings to help others reach their marketing goals.

This article will cover:

  • What is EDDM
  • Which types of companies should (and shouldn't) use EDDM
  • 9 key indicators your marketing stack could benefit EDDM campaigns
  • EDDM Retail vs EDDM BMEU (two main types of EDDM)
  • 5 steps to ship your first campaign
  • The best 6 online EDDM targeting tools
  • Time and money-saving tricks
  • Campaign tracking and reporting

Yes, it's a lot, but this is The Definitive Guide to EDDM in 2021. If you are only looking for information on one of those topics just scroll down.

Important:

If you are already in the shopping stage and want to see our unique offering ($0.25/card), click on this article for the 3-step Scout EDDM process and get in touch with us by clicking on that little box that has Jordan (Scout's founder) trapped in the bottom right of your screen.

If there are any unfamiliar terms we use through this article just scroll back up to here and click on this link to access our direct mail-specific glossary.

Now let's dive in!

USPS blue mail box

What's EDDM?

EDDM (not to be confused with EDM, or Electronic Dance Music) stands for “Every Door Direct Mail®”.

Provided by the United States Postal Service, this bulk mailing option is ideal for businesses looking to reach a vast amount of potential customers without the need for individual addresses or a mailing list.

Not only is fast and easy, but it's also the most affordable way to reach thousands of potential customers with mailpieces. Primarily, these savings come in the form of reduced mail preparation and postage costs.

Since you don't have a mailing list, instead of targeting individuals or households, you pick specific carrier routes (driving routes of USPS carriers) and your mail will be delivered to every address on that route along with the day's mail. You pick mailer routes based on which has the highest density of recipients who match your ideal target demographics.

Our clients frequently select routes based on data like household income, the age range of recipients, average credit score, shopping preferences, and whether or not the home is owner-occupied.

Here's an example:

I'm a solar installer so I'm going to find the select routes in 12345 zip code that has the most owner-occupied homes, highest household income (installation isn't cheap), most credit scores over 650, and the highest number of homes with a pool or largest household size since that would drive up the electricity bill.

Remember, there is no personalization for EDDM campaigns. All you do for EDDM campaigns is create a single design for your postcards or flyers, select the zip codes and delivery routes that best match your target demographics, and send away. That's it!

If you want some design inspiration, Scout has a page full of real postcards we graded to let you know what they did well and where they could've done better.

Today’s best marketing strategies thrive on their ability to create a personalized customer journey for every prospect. Not here, though. While you can use demographic filters, this is not the same thing as personalization.

In contrast, personalized mailing campaigns allow you to customize individual postcards with variables like the recipient's first name, a map showing directions from their home to your business, a unique QR code for tracking, and more.

Scout even ships solar campaigns where the postcard includes sunlight data on the home, how much they would save over a period of time, and an image of their roof taken from space.

Have a clear understanding of EDDM now? If not, go ahead and contact us here to ask your specific questions. Otherwise, read on!

Picture of a man looking at a wall.

Who should (and shouldn't) use EDDM?

We used a solar installer in the previous example because service businesses typically see great success with EDDM campaigns.

Small businesses (or startups) like adding this bulk mailing option to their marketing stack due to the fact it allows them to cast a wide net to potential customers and then evaluate who and where their ideal prospects are.

They also tend to benefit the most from the postage discount as their marketing budgets tend to be leaner.

Other industry examples that see particular success with EDDM include:

  • Restaurants
  • Real Estate
  • Moving/storage companies
  • General retail stores
  • Auto repair shops
  • Car Washes
  • Gyms
  • Churches
  • Dry Cleaners
  • Salons and spas
  • Dentists

Businesses that probably won’t benefit from EDDM include those who have niche products or services.

Not everyone in your area wants or needs what you offer, and therefore it is hard to get your mail piece in the hands of your target customer base through EDDM.

Even if you are saving on postage through EDDM, you will be wasting money by sending it to people who are simply uninterested in your business.

Perfect pitch to the wrong buyer. It just doesn't work.

Still unsure if EDDM is right for you? The next section will help with that.

9 Indicators Your Direct Mail Marketing Campaign Can Benefit from EDDM:

  1. You don’t have a mailing list.
  2. You need to target specific demographics.
  3. You’d like to target an entire zip code(s).
  4. You want to target individual carrier delivery routes.
  5. You are primarily targeting residential customers.
  6. You’re working with a limited budget.
  7. You’d like to keep the workflow online.
  8. You need a marketing method with long-standing, proven results.
  9. You’re not in a hurry.

Let’s take a look at each one of these in closer detail.

#1 - You don’t have a mailing list.

As you know, the first two letters of EDDM stand for “Every Door.” That means that your flyer will be delivered to every active address on your chosen delivery routes. And since everyone will get it, there’s no need to provide specific names or addresses.

If you’ve ever compiled a mailing list, you know that this can be an exhausting and expensive process. Every Door Direct Mail® allows you to canvas an entire area without having to spend the time, effort, and money, generating an address list.

#2 – You need to target specific demographics.

Personalization may not be as precise as it is with other forms of marketing, but you can still target specific demographic criteria such as age, income level, homeowners/renters, children in the home, etc. Different targeting tools offer different options. But we’ll go over all that in a little bit.

And don’t forget that Scout is always here to help. We are happy to talk with you about how you can make your EDDM campaign as personalized as possible.

Chat with us here about making your next EDDM campaign as targeted as possible.

#3 – You need to target an entire zip code(s).

Do you need to target a large area that spans over neighborhoods or multiple zip codes? EDDM is a great way to blanket vast swaths of the map by merely designating the zip codes where you would like to send your mailers. In direct mail, we use the term "saturation mailing".

While this is perfect for large campaigns, remember that this can cause your printing and postage fees to increase dramatically. Even at scale, it might be best to spend a little extra time selecting the routes that best match your target demographic. This will help to reduce your costs and boost your ROI. Crunch the numbers before you dive into this option.

Important:

You cannot send more than a quantity of 5,000 units per day, per zip code.

#4 - You want to target individual carrier delivery routes.

If sending your postcard to an entire zip code isn't right for your campaign, EDDM allows you to select individual carrier routes.

Recipient demographics change from street-to-street, and this is a compelling option for choosing the streets where your offer is most likely to have mass appeal.

#5 - You are primarily targeting residential customers.

Here’s an important fact for you to remember about EDDM: You cannot send exclusively to business addresses only. You can, however, send only to residential addresses. And of course, you can send to both business AND residential. But sending to only businesses is not an option.

This is a crucial consideration for a lot of companies. If you’re marketing for a B2B product or service, then EDDM is probably not a cost-effective option for you. You shouldn’t waste money sending your postcard to residential addresses. You’d be better off doing a little research and compiling a mailing list.

And this brings us to our next indicator…

#6 – You’re working with a limited budget.

EDDM requires that you handle the sorting and packaging preparation. It’s not a tough task, but it will take some time and effort. Your bottom line will thank you though because you’ll save a lot of money on postage fees.

In fact, with a postcard mailer, you could save up to several cents per unit compared to a standard first-class envelope. When shipping out thousands of cards at a time, this can equate to huge savings!

Just keep in mind that it will require extra work on your part. And if you’re paying an employee to handle this added effort, make sure your net savings still adequately promote your ROI.

#7 – You’d like to keep the workflow online.

Nothing slows down a process like paper-pushing, and with EDDM there’s no need for hassling with paperwork. Keep everything flowing smoothly and maintain proper management of your campaign efforts by keeping everything online and accessible to other key stakeholders. Plus, this will help ensure that nothing slips through the cracks.

Plus, it will also be handy when it comes time to analyze the results of your campaign.

#8 – You need a marketing method with long-standing, proven results.

According to the US Postal Service, less than half of delivered mail gets opened. By sending a postcard or flyer for your EDDM campaign, you increase the chances that recipients will view your offer because a postcard doesn’t need to be opened.

We’ve all done it, right? You know what the junk mail envelope looks like and you throw it straight in the recycling bin. But with a postcard, you’ll at least glance at both sides to see if it might benefit you in some way.

Those glances are what EDDM is all about. With one split-second at a time, you’ll build awareness and interest in your brand and begin to draw in new customers.

#9 – You’re not in a hurry.

Delivery time can be as short as a day to two after arriving at the local post office, but there is no guarantee. It could take more than a week. After all, we are talking about the postal service here. If a potential delay concerns you, then you should either choose a different delivery option or be sure to allow yourself enough time to prepare your campaign adequately.

Bonus Benefit!

From a local home services company to a nationwide fast-food chain, EDDM can offer excellent results for businesses of all sizes. It doesn't matter if you are targeting one zip code or an entire county. Every Door Direct Mail® is a viable option to consider for your marketing needs. Crunch the numbers and see what’s best for your business.

red door next to yellow door

EDDM Retail vs EDDM BMEU

There are two kinds of EDDM mailings that you can do: EDDM Retail and EDDM BMEU, which stands for "Business Mail Entry Unit".

Let's break down the differences.

Firstly, only EDDM BMEU requires a mailing permit. Don’t let the need for a permit stop you, though – just visit the main local post office, fill out the application, and pay the permit fee and annual mailing fee (if your application is approved). The discount on BMEU EDDM postage should help recoup those costs, especially if you know you plan to do several mailings throughout the year.

With the EDDM BMEU, you can send Standard Mail flats, irregular parcels, periodicals, and bound printed matter flats with no maximum. With EDDM Retail, you can only mail Standard Mail flats, and you are capped at a 5,000-piece send.

Another advantage of using EDDM BMEU comes down to how much time it can save you compared to its counterpart.

With EDDM Retail, if you mail to many routes with multiple post offices you have to drop your mail pieces off at each individual office. The larger the project, the more time you'll spend dropping by post offices.

EDDM BMEU also has much better postage rates. From USPS website:

Prices - USPS Marketing Mail Flats up to 3.3 oz:

EDDM Retail® USPS Marketing Flats currently $0.191 per direct mail piece

EDDM BMEU USPS Marketing Mail Flats currently as low as $0.164 per direct mail piece

Suffice to say, these rates are much cheaper than U.S. Postal Service standard mail.

5 Steps to Create Your First EDDM Campaign

EDDM is one of the most affordable ways to do business marketing. However, the exchange for savings means that you’ll need to put in a bit more effort than you might with a traditional direct mail project with a targeted list.

We're here to make that process easier for you.

This section will cover the step-by-step process to follow when managing your own EDDM campaign.

Step 1: Choose Mail Piece Size & Design

The sizing will depend on if you chose EDDM Retail or BMEU.

If you’ve decided to go with Retail EDDM, then your only option will be Standard Mail flats. “Flats” refers to large envelopes, newsletters, and magazines. It does need to be able to bend, so it can run through the sorting machines. It can also refer to postcards.

There are four common USPS approved EDDM® postcard sizes, or you can also contact us to get a quote for a custom size.

The standard sizes are 4.25x10.625, 4.25x15, 6.25x9 and 6x11 (EDDM Retail)

Keep in mind that postage will be the same regardless of postcard sizes when utilizing EDDM, and therefore, you should choose a larger postcard so that your piece has more opportunity to stand out.

If you are sending via BMEU, then you have more options for what you send. You can choose any of the options that you can with retail, or you can even send irregular parcels and periodicals.

Designing for EDDM can be tricky considering the personalization limitations you'll have to work under. It's easier to get someone's attention when you use their name and give them a unique offer. That being said, there are still a few tricks easy to implement for higher conversion.

Click here to learn how to design postcards that convert.

Step 2: Targeting

After you choose your sizing, you can move on to finding the right market to send to. Keep in mind that with EDDM, you lose the option to specify targeting. Your mail piece isn’t even printed with the customer’s name or information – or even their address.

Therefore, it may be significantly easier for potential customers to ignore your message because it may come across as spammy marketing.

That being said, even though specified targeting is not an option with EDDM, you can still check that the general areas you are choosing fit your target demographic.

This means you’ll want to make sure you are researching the demographics for your product and for the neighborhoods you are targeting, ie your "target areas". You want to make sure your mailer is hitting audiences that are most likely to convert.

If your product or business caters primarily to families, for example, then you’ll want to make sure you aren’t sending to neighborhoods filled with primarily elderly or college students.

Scout clients frequently select routes based on data like household income, the age range of recipients, average credit score, shopping preferences, and whether or not the home is owner-occupied.

If you still have questions or want to learn more about targeting with demographics click here to learn more about targeting ideal zips with EDDM.

Step 3: Postal Route Selection

Now that you've identified whom you want to send to, it's time to find the routes that have the highest density of those ideal recipients. You should also determine how many pieces you want or need for this campaign.

When you discuss this with your printer, you may have a target number in mind because of the price breaks that the printer offers. That target number will also help you decide how many routes you'll want to send to.

The USPS offers a tool for this, or there are some third-party tools that can help with this process.

Don't worry about finding the perfect tool right now. Our next section will help you with that.

Step 4: Bundling for EDDM

The first step in bundling EDDM pieces is making sure they meet USPS regulations. EDDM bundles must contain between 50 and 100 mail pieces.

Instead of counting each bundle individually, you can use weight. This means counting out one stack, and then weighing stacks after to make sure they match the weight from the first bundle.

If you don’t have a scale, you try stacking by height. Here you would stack up the appropriate amount of mail pieces, and then measure every stack’s height to be the same as the first.

Keep in mind that bundles cannot be higher than 6 inches tall.

You might also consider asking your direct mail printer whether they can bundle your pieces for you to meet USPS specifications. Many can, and this can save you some time and energy if they are already done for you. Each bundle will also need to contain an EDDM Facing Slip.

There are a few shortcuts you can use to make filling these out a bit quicker, and we’ll cover those in the time-saving tips section.

Step 5: Drop Off Mailings!

Once your pieces are printed and bundled, you can move on to the final step and drop off your mailings.

If you are using Retail EDDM, you'll need to drop them off at your Post Office (or multiple post offices if you have routes in different mailing sectors).

If you are using BMEU EDDM, typically you’ll only need to drop them off at the USPS mail processing center. It's still a good rule to ask your Post Office where BMEU EDDM pieces are dropped off for mailing in case they have an unusual rule on the local level.

wall of tools

EDDM Targeting Tools

What's a Targeting Tool?

The targeting tool is your biggest asset for selecting the most effective mailing routes for your postcard.

It’s a visualized carrier route selection plugin, and it allows you to search the routes in a localized geographic area. With this tool, you can find routes that contain the highest percentage of recipients who meet your specified target audience criteria.

Here’s an example:

If you are handling the marketing for a homeowner’s insurance program, you probably don’t need to target apartment rental properties. Renters don’t need home insurance, right? With a targeting tool, you can see which routes have the highest percentage of homeowners and then send your marketing material only to the addresses on those routes.

Pretty great, huh? We think so too.

What's the Best EDDM Targeting Tool?

Each have their strengths and weaknesses which we’ll go over in detail, but here’s a quick rundown of the top six:

  1. United States Postal Service – great for regional and nationwide campaigns (and our personal favorite).
  2. EveryDoorDirectMail.com – perfect for smaller local campaigns.
  3. EDDM Experts – a helpful supplement for one of the above choices.
  4. Primo Print – not great, but far from the worst.
  5. Express Copy – don’t bother.
  6. Print for Less – our least favorite.

Jordan, Scout's founder and lead EDDM expert, made a video explaining these six EDDM tools. It may help to scan through the six tools then depending on what you like, head to his video to see a more in-depth analysis.

Don’t Be Afraid to Mix-and-Match.

Look, most of these targeting tools are provided by printing companies who offer you the convenience of a one-stop shopping experience.

Not only can you target your audience and process the shipping through these sites, but they will also design and print your postcards for you.

On the surface, this sounds like a great idea, but convenience can sometimes come at a high cost.

We have yet to find a “silver bullet” that can effectively (and affordably) handle both the targeting and the printing of an EDDM campaign.

Instead, Scout recommends that you use your favorite targeting tool to find the zip codes and route numbers that best target your audience. Then send that information to your preferred printer. For the sake of your bottom line, you should take a moment to evaluate all your options.

To help you through the process, Scout has created a free spreadsheet and pricing guide that allows you to compare the per-unit printing costs of various companies. Feel free to use this chart to your full advantage and share it with other key stakeholders in your company.

Now let’s dig into these targeting and mapping tools!

EDDM Targeting tool from USPS

Every Door Direct Mail® from The United States Postal Service

First of all, this tool is for targeting only. There is no option to send directly from this site. That makes sense, though. It is the postal service, after all.

We highly recommend using this tool to target your zip codes and carrier routes, but you will still need to find a printer and ship the mailers separately. With that said, here’s what we love about the tool from the USPS…

It’s robust. Seriously, this thing can do nearly everything (except printing, of course).

When you type in an address, it immediately gives you all the possible carrier routes within a one-mile radius of that location. From there, you can hover over the routes to see the demographic data such as income, household size, average age of residents, etc. This is a great way to get the information you need while also being able to visualize where your mailers will go.

What's more, this tool offers a Table View. With this, you can focus on the information for your targeted audience, and you can even search across multiple zip codes at the same time. Plus, you can organize the routes in order of which ones best match your demographic criteria.

We suggest this for any campaign where the demographic data carries more weight than location or distance from an address.

It’s especially great for nationwide campaigns because you can search up to 14 different zip codes at once. This allows you to find your highest reaching routes across a large swath of the map.

Best of all, the table view also displays the postage costs. Grouped with the recipient data, you can see the price you’ll be charged to ship your mailer on this route. Fantastic!

The EDDM service has a limit of 5,000 mailers shipped from any one zip code per day. This tool has the added bonus of keeping a running tally of this number as you select your routes.

When you’ve finished selecting your desired routes, copy the zip code and route numbers into a spreadsheet and send them to your budget-friendly printer.

Demographics with Heatmap ROI in EDDM tool

EveryDoorDirectMail.com

This is a fantastic targeting tool. It's been licensed for use at Staples and Taradel Direct as well. If you go to these other sites, you’ll find the exact same tool.

If the USPS option is best for targeting larger geographic areas, EveryDoorDirectMail.com is best for local targeting. You’ll get a comprehensive set of demographic data that allows you to see all sorts of useful information.

For example, a children’s toy company can target households based on the number of children living in the home.

EDDM heat map showing demographics

One of the most helpful features of this tool is the heat map. This helps to quickly see the areas that you need to target and find the best routes to reach them. Be sure to hover over each route to confirm that it adequately matches your search criteria.

However, with only five colors to indicate how well an area matches your target demographic, the percentage range can be rather broad. For instance, a field colored in deep red might be a 90% match for your audience while another area with the same coloring might only be a 50% match.

Still, this is a great visual aid to help in your selection process.

The Drivetime filter is another great feature that can bring real value to your campaign. It designates a street-by-street radius around your chosen address that is within a 5, 10, or 15-minute drive.

As researchers and business owners have come to learn, proximity has a vital impact on consumer shopping preferences.

This filter allows you to focus your marketing efforts on people who would be most willing to drive to your location. Of course, if you are targeting a walking city like New York or San Francisco, then this tool will be less useful for you.

A word of caution: Staples is one of your most expensive printing options. If you’re using this targeting tool on their website, be sure to export the information you need and send it to a more affordable printer.

Scout has worked on EDDM campaigns with companies of all shapes and sizes over the years. And, the most important thing we’ve learned is that every penny counts.

Even a small price difference can have a significant impact on your ROI.

EDDM Experts

Similar to the tool from EveryDoorDirectMail.com, other companies have licensed this one from EDDM Experts. You can find it on Image Media and Sonic Print.

For some reason, the income levels offered here are much less granular than previous examples we looked at.

This tool is excellent for targeting specific age ranges, though. So, if income level is your primary concern, then you may want to look elsewhere. But if you’re more concerned with the age of your audience, this may be the best tool for you.

EDDM Experts Map showing carrier route

This company offers a heat map as well, but it’s not nearly as helpful as the one from EveryDoorDirectMail.com. It works the same way, but the colors are muted and tough to differentiate from one another. The purpose of a heat map is to make the best routes quickly and easily visible.

Unfortunately, this tool misses the mark.

EDDM Experts Carrier Routes

The one area where it really excels is the Table View option. Here you can easily see the percent match much more easily than with the heat map.

Plus, it allows you to simultaneously target an entire city and then choose the best routes that have the highest percent match to your demographic criteria. This is a perfect option for campaigns where the demographic criteria are more important than the location or distance from an address.

Primoprint

primoprint demographic EDDM table

If you plan to use only one targeting tool, then we don't recommend using this one from Primoprint. It’s useful for visualizing your targeted area, but the demographic information is limited.

However, in conjunction with another more powerful tool, this can be a great addition to your targeting efforts and can help augment your route selection process.

What we like about the visualization is that it automatically highlights all the routes within a one-mile radius of your chosen address. This helps to get a clear picture of your targeted area. Then, by selecting different routes on the map, it shows you the percent match and other information that will help you make your decision.

Again, it might be a helpful addition to your process, but don't rely on this tool exclusively.

Printing For Less

Printing for Less map

Right off the bat, we can say this is our least favorite tool for targeting. It simply doesn’t offer the level of information needed to select the most optimal routes.

Although, it might be useful for confirming previously selected routes in a hyper-local campaign. By hovering your cursor over a route, you can instantly see a summary of that route’s information. For campaigns that target a tiny section of the map, maybe this can be a convenient way to confirm your route selections.

You can check out this tool here.

Express Copy

We aren't big fans of this tool, either. The demographic information is minimal. Plus, it forces you to zoom in and explore the routes street by street, and this takes a lot more effort than the previous options we discussed. Overall, I don’t recommend this tool. You have more effective and efficient options at your disposal.

You can check out this tool here.

Summary of Targeting Tools

For regional or nationwide campaigns, go with the USPS tool. EveryDoorDirectMail.com is great for local targeting. And if you’d like to augment either of these tools with a third option, we suggest using EDDM Experts.

Money stacked picture

EDDM time and money saving tricks

Even with the best tools, EDDM can be a bit of a time-consuming process. These tricks will help you save some time on the process.

  • Photocopy Your EDDM Facing Slips

Each bundle of mail pieces will need its own EDDM Facing Slip. If you are sending 5,000 pieces, and they are in bundles of 100, that means you’ll be filling out 50 slips! However, a bulk of the information will be the same for every slip such as:

  • Company Name
  • Post Office of Mailing
  • Delivery Type
  • Date

This information may be the same for every slip, or several slips:

  • 5-Digit ZIP Code
  • Route Number
  • Total number of mail pieces per bundle

This information will change for each and every slip:

  • Total number of bundles (i.e. 2 of 50)

You can photocopy any information that will remain the same for all of your slips, or several of them. Then you only have to fill out the information that changes, rather than filling out all of the information for every bundle.

  • Choose a Direct Mail Printer Familiar with EDDM specifications

Like we touched on previously, some direct mail printers can bundle your pieces for you. This will save you a lot of time if this step is already taken care of. Working with a direct mail printer who is already familiar with EDDM specifications can save a lot of time (and money) in other ways too.

For example, you will be certain that your pieces meet the strict USPS specifications for EDDM pieces. Therefore, you won’t have to worry about wasting money on printing mail pieces that USPS won’t accept for EDDM.

  • Use a Tool to Help Build Your List

Rather than manually selecting every neighborhood, consider one of the tools that allow you to sort by demographic information. This will help you build a list much more quickly.

Now for the money-saving tips.

EDDM is already a money-saving initiative because postage is significantly cheaper, especially when mailing to large quantities. That being said, there are a few other ways you can save money with EDDM.

  • Shop Around for Printers

Don’t just choose the first print vendor your research. There is a wide difference in cost between vendors, so it is critical to do your research.

  • Choose a Less Expensive Ink or Paper Stock

If this is your first direct mail project, consider multiple ink and paper stock options. It may be possible to choose one that is less expensive without sacrificing overall quality and appearance.

Once you’ve narrowed down to a couple of printer options, you can ask them for some samples of various options, and choose the option that provides the impression you’re looking for at the lowest cost.

  • Provide Your Own List

As we mentioned before in the Targeting Tools section, it is often cheaper for you to create your own EDDM list, and only use a vendor for printing. Vendors who do both lists and printing may not have the best, most up-to-date lists available, or they may be significantly more expensive than vendors who only focus on printing.

  • Print Many, Mail Multiple Times

If you could target more than 5,000 addresses, but you don’t want to have to deal with the BMEU specifications, simply split up your mailing time frame across multiple days. This can allow you to print an even larger quantity, which can save money.

Picture of papers with charts.

Tracking and Reporting on EDDM Campaigns

As with any type of marketing, reporting and tracking on the success of your campaign is important. It can seem impossible with any direct mail campaign, but it is actually more possible than you might think.

These tips will help you track and report on your EDDM efforts.

  • Custom codes

If you have a coupon on your mailer, you may want to include the route number as part of the code. This will help you keep track of how many redemptions you receive from different areas.

Then, when you do a second EDDM campaign, you can target the neighborhoods that had a lot of good results for you, and you can also look for other routes that have similar demographic information.

  • Custom URLs

Similar to custom codes, you might send custom URLs to different neighborhoods, and see which garners the most traffic.

The downside is that many customers may just type in the root of your URL and leave off the tracking information. So this can be an effective tracking method, but it may not be as reliable as a coupon code.

  • Surveys

If you aren’t offering a coupon or discount, you may want to consider a brief survey asking new customers how they heard about your business. This can be a good way to measure the effectiveness of multiple types of marketing, not just direct mail.

That being said, marketing studies have shown that it often takes multiple touch points before someone decides to convert – so they may have seen your social media post, your newspaper ad, and your direct mail piece – but they only may recall the social media ad.

The Final Word

If you are new to direct mail marketing or just want a more cost-effective way to reach customers through this channel, EDDM might be a great option for you.

There are some limitations when it comes to targeting through EDDM, which keeps it from being effective for every business type, especially niche businesses.

EDDM can also be rather time-consuming, especially if you are working with vendors who do not understand the USPS specifications, or if you are trying to do everything yourself. However, there are definitely ways to use EDDM to save yourself time and money.

Direct mail is a very effective marketing channel and can help you expose your business to new customers. The cost savings EDDM provides can open it up as a channel for your small business, especially if you are working with a smaller marketing budget.


If you have questions about USPS EDDM tools, Scout is a full-service direct mail marketing agency and has the experience and expertise with USPS EDDM to answer any questions you might have. You can call or email Jordan, our founder and EDDM expert, or chat with him by clicking that chat button in the bottom right of your screen.

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