Are you a business of any kind trying to get the attention of the local market? If so, the United States Postal Service just made it easier for you to do this.

Effective March 2011, the USPS rolled out a brand new business mail program called Every Door Direct Mail (EDDM). Highlights of this program include a very low postage rate of 14.2 cents apiece plus the ability to send Marketing mail without the traditional mailing permit. In addition, we’ve created a new user-friendly website that allows you to identify your target neighborhoods, calculate the exact postage needed to reach those areas, and print all of the required bulk mail paperwork. The bottom line is that if you’re marketing on a shoestring budget then this new program may be a very attractive option for you. If your best prospects are located near your business or in particular local neighborhoods, then Every Door Direct Mail may be the perfect marketing vehicle for you. The Postal Service has provided a double-incentive for the EDDM program; we’re offering very low postage while removing many of the barriers to entry associated with traditional direct mail.

Why is the USPS doing this?

Just like many local businesses, the USPS has seen substantial decreases in volume over the course of the last few years. We’ve recognized some of the shortcomings associated with traditional direct mail and we’ve taken steps to address these with our new Every Door Direct Mail program. The truth is we are looking to hungry for more business, and this is an easy way for the USPS to incentivize local businesses to work with them.

How do I figure out which areas to target?

On the new USPS Every Door Direct Mail website, you simply enter in your business address, and you can view a map that highlights the carrier routes that fall within a specified radius of your business. You then select just the carrier routes/neighborhoods that you want to target, and the site will actually calculate the exact postage for you and generate the necessary paperwork.

What are the restrictions?

The EDDM program applies to flat-sized pieces only, as defined by the USPS. This means that postcards and standard size letters do not apply. A flat needs to be larger than 6" x 11", but smaller than 12" x 15".
The piece must weigh less than 3.3 ounces
You must meet minimum thickness requirements of 0.007 inches. Your printed piece must contain the approved EDDM Postage indicia and simplified addressing format (see example below)

What's the minimum?

You have to mail to at least one carrier route In most cases, a single carrier route will contain somewhere between 200 and 700 addresses.

What does the USPS require before I can process an EDDM?

While a permit is not required, you need a "Customer Registration ID" also known as a CRID #. There is no cost to obtain a CRID #, and you can sign up for one instantly online

Who can I target with these sorts of bulk mailings?

Your Marketing campaign can target residential addresses and business addresses, or to residential addresses only. As the program is set up now, there is no option to send to businesses only. Where do you drop off your mailing? The USPS website actually tells you where to go to drop off your mailing as you are completing your paperwork. One of the unique features about this program is that Every Door Direct Mail gets dropped off at the retail counter of your local post office, NOT at the Business Mail Entry unit which is where other types of bulk mail get accepted. Because of this it really only makes sense to work with someone in your local area to have these types of mailings printed and prepared, or to prepare them yourself.

What are examples of businesses that should consider doing this?

If you are a brick and mortar business that relies on foot traffic from local customers
If your business already has a concentration of customers in a particular neighborhood or community, and you want to reach the rest of that neighborhood
If you’re a real estate agent that wants to market to particular local communities

Do you have any tips for what to include on the mail piece?

Your mail piece should include an incentive for prospects to take action. The most obvious incentive is a coupon or special offer for people that receive the mail piece. Always be sure to require the recipient to bring in the mail piece to claim their special offer. This is a critical step that allows you to measure the success of a particular campaign. Regarding incentives, don’t feel obligated to offer the same incentive to all prospects. For instance limiting your special offer to the first fifty respondents is a great way to add a sense of urgency to your offer. Another added benefit of this tactic is that you have a better idea of your ultimate cost for offering the incentive or discount because you know it will not exceed a certain quantity. By adding a sense of urgency to your offer, you decrease the possibility that they will set your mailer aside and forget about the offer.

What if I want to take advantage of these low prices, but I don't want to do the work?

You can still take advantage of this excellent low-cost advertising vehicle by contacting Johnny Morris, Marketing Manager (708) 563-7701 who manages the program. His team can assist you with EDDM projects from beginning to end. This new program works whether you’re a do-it-yourself marketer or someone who prefers to outsource. Stop! Scratching your head trying to figure out how to reach your closest new customers and put a plan in place today to launch your first Every Door Direct Mail campaign.