EDDM Strategy Guide
Everything you need to know about Every Door Direct Mail — the most cost-effective way to reach every home on a mail carrier's route.
What Is EDDM?
Every Door Direct Mail (EDDM) is a USPS program that lets businesses send promotional mail to every address on selected mail carrier routes — without purchasing a mailing list. You choose the geographic areas you want to reach, and the mail carrier delivers your piece to every door on those routes. No names, no addresses, no data to buy.
EDDM is the most popular entry point for local businesses getting into direct mail for the first time. It's simple, cost-effective, and delivers impressive reach. Cornerstone handles EDDM campaigns from route selection through printing and USPS entry.
How EDDM Works
Select Your Routes
Using the USPS EDDM online tool or our route selection service, you choose carrier routes by ZIP code. Each route typically covers 300–800 addresses. You can view demographics for each route — age ranges, household income, household size.
Design Your Mailpiece
EDDM pieces must meet USPS size requirements (minimum 6.125" x 11.5" or larger). We design eye-catching postcards, menus, and flyers optimized for EDDM — no recipient address needed, just your marketing message.
Print & Prepare
We print your pieces, bundle them in carrier-route order per USPS requirements, and apply the required EDDM facing slip to each bundle.
USPS Entry & Delivery
We deliver your mailing to the USPS Business Mail Entry Unit (BMEU). Mail carriers deliver your piece along with regular mail — typically within 3–14 days depending on USPS scheduling.
EDDM Pricing
| Component | Approximate Cost* |
|---|---|
| EDDM Retail Postage (per piece) | $0.247 |
| EDDM BMEU Postage (per piece) | $0.242 |
| Printing (6.5" x 9" postcard, 2-sided, 14pt) | $0.04 – $0.12 per piece |
| Design (if needed) | $150 – $350 flat |
| Handling & USPS prep | Included in our service |
*Rates approximate. Printing costs depend on size, paper stock, and quantity. Contact us for a detailed quote.
Total Cost Example
A typical EDDM campaign of 5,000 postcards (6.5" x 9", full color, 14pt stock) totals approximately $0.30–$0.35 per piece all-in — that's $1,500–$1,750 to reach 5,000 homes. Compare that to a Facebook ad campaign where $1,750 might generate 50,000 impressions but only a fraction of that in actual attention.
EDDM Size Requirements
USPS requires EDDM pieces to qualify as "flats" (not letters). This means your mailpiece must meet at least one of these minimum dimensions:
Maximum dimensions: 12" × 15" × 0.75". Most popular EDDM sizes are 6.5" × 9", 8.5" × 11", and 6.5" × 12". Cornerstone prints and trims to exact USPS specifications.
EDDM Route Selection Strategy
Smart route selection is the difference between a successful EDDM campaign and wasted money. Here's how we help you choose the right routes:
Geography First
Start with routes within a reasonable drive radius of your business. For most local businesses, this is 5–15 minutes. For restaurants, it may be even tighter.
Demographic Filtering
The USPS EDDM tool shows demographic data for each carrier route — age ranges, household income, household size. If you're marketing premium services, you can select routes with higher median incomes. For family-oriented businesses, target routes with larger household sizes.
Residential vs. Business
You can choose to deliver to residential addresses only, business addresses only, or both. Most consumer-facing businesses target residential; B2B companies may add business addresses in commercial areas.
Frequency & Saturation
The most effective EDDM campaigns hit the same routes multiple times. We recommend at least 3 touches over 6–8 weeks. You can start with a smaller area and expand as you see results.
Best Industries for EDDM
EDDM vs. Targeted Direct Mail
| Factor | EDDM | Targeted Mail |
|---|---|---|
| Mailing List Required? | No | Yes |
| Personalization | None (no names) | Full (name, variable data) |
| Cost Per Piece | Lower (~$0.22 postage) | Higher (~$0.25–0.50 postage + list) |
| Targeting Precision | Geographic only | Demographic + behavioral |
| Best For | Local awareness, new openings | Repeat customers, specific audiences |
Frequently Asked Questions
What is EDDM?
How many pieces can I send with EDDM Retail?
How long does EDDM delivery take?
Can I exclude PO Boxes from EDDM?
Ready to Try EDDM?
Tell us your target area and budget, and we'll pull route options with demographics, estimate your total cost, and design a mailpiece that gets results.
Ready to Start Your Next Mailing?
Get a free estimate from Hudson Valley's most trusted direct mail team. 2.3M+ pieces mailed and counting.