EDDM Services — Every Door Direct Mail
Reach every household on selected postal routes without buying a mailing list. We handle route selection, design, printing, bundling, and USPS delivery — all from our New Paltz facility.
What Is EDDM and Why Do Local Businesses Use It?
Every Door Direct Mail (EDDM) is a USPS program that delivers your mailpiece to every address on a postal carrier route — no mailing list required. You pick the routes, we print the postcards, bundle them to USPS specs, and drop them at the post office. The carrier does the rest. Postage is $0.247 per piece at the EDDM Retail rate, which is lower than First-Class and comparable to bulk presort rates without the permit fees.
Cornerstone Services has managed EDDM campaigns for Hudson Valley businesses and organizations since 1998. Every campaign is designed, printed, bundled, and delivered to the post office from our facility at 31 South Ohioville Road in New Paltz, NY — one building, one team, no handoffs. We serve restaurants, dental practices, real estate agents, political campaigns, school districts, and local service businesses across Ulster, Dutchess, and Orange counties.
The reason EDDM works for local businesses is simple math. A restaurant in Kingston mailing 4,000 postcards to every household within a 3-mile radius pays $988 in postage. Add printing and design, and the total campaign cost is typically $2,500–$3,200. Compare that to a Facebook ad campaign with the same geographic targeting — EDDM puts a physical piece in the mailbox, which the DMA reports generates a 4.4% response rate for house lists versus 0.12% for display ads. The piece doesn't disappear when the customer scrolls past.
How We Run an EDDM Campaign
We have refined this process over many years of EDDM campaigns. Here is exactly what happens when you call us about EDDM:
Route Selection & Strategy
We pull up your target area in the USPS EDDM mapping tool and identify every carrier route within your service radius. Each route shows residential count, business count, and demographic filters (income, age, household size). We build a route map showing exactly which neighborhoods get covered and how many pieces you need. Most Hudson Valley campaigns target 8–20 routes covering 3,000–10,000 addresses.
Design to USPS Specs
Our design team creates your postcard in a format that meets EDDM flat-size requirements. The most popular sizes are 6.5x9 (standard oversized postcard) and 8.5x11 (full-page flyer). We design for response — strong headline, clear offer, phone number and URL above the fold, and a layout that passes the "kitchen counter test" (will they keep it or toss it?).
In-House Printing
We print your EDDM pieces on our production equipment in New Paltz. Paper stock, coating, and trim are all matched to USPS flat-size specs before the first sheet runs. We have rejected outside print jobs that arrived 1/16" undersized — if the piece doesn't meet spec, it gets rejected at the post office counter.
Bundling, Facing Slips & Drop
Printed pieces are bundled in stacks of 50–100 per carrier route with a completed USPS facing slip on top of each bundle. This is where most DIY EDDM campaigns fail — bundling errors and incomplete paperwork are the #1 reason drops get rejected. We deliver the prepared bundles to the local post office or the New Paltz BMEU for campaigns over 5,000 pieces per ZIP.
Get a Route Map for Your Area
Tell us your business address and target radius. We will send you a route map with delivery counts and a complete campaign quote — no obligation.
What EDDM Actually Costs — Real Campaign Numbers
Most websites give you the postage rate and stop there. Here are real all-in costs from EDDM campaigns we produced in 2025 for Hudson Valley businesses. These include design, printing, postage, bundling, and post office delivery:
| Campaign | Quantity | Size | Cost/Piece | Total |
|---|---|---|---|---|
| Restaurant menu mailer | 4,000 | 8.5×11 | $0.72 | $2,880 |
| Dental practice postcard | 5,000 | 6.5×9 | $0.62 | $3,100 |
| Real estate farming cards | 8,000 | 6.5×12 | $0.58 | $4,640 |
| HVAC seasonal promo | 10,000 | 6.5×9 | $0.52 | $5,200 |
| School budget vote mailing | 15,000 | 8.5×11 | $0.48 | $7,200 |
Your cost per piece goes down as quantity goes up because the fixed costs (design, plate setup, facing slips) spread across more pieces. The postage component — $0.247/piece — stays constant regardless of volume at the EDDM Retail rate. For campaigns over 10,000 pieces, we typically use the EDDM BMEU entry point at the New Paltz Business Mail Entry Unit, which can lower the postage rate further.
For a detailed pricing breakdown by size and quantity, see our full guide: How Much Does EDDM Cost? A Real Pricing Breakdown.
EDDM Mailpiece Size Requirements
EDDM mailpieces must qualify as USPS flats — larger than a standard letter but within specific maximums. The piece must exceed at least one of these thresholds: longer than 11.5", taller than 6.125", or thicker than 0.25". Here are the sizes we print most:
Pieces outside these dimensions get rejected at the post office counter. We have seen this happen to businesses that used an out-of-area online printer unfamiliar with EDDM flat-size specs. If you are bringing your own printing, review our EDDM Postcard Sizes and Specs guide before ordering. We verify every piece against USPS requirements before bundling — if something is off, we catch it before it reaches the counter.
EDDM vs. Targeted Direct Mail — Which Should You Use?
This is the question we get asked most. The answer depends on what you are selling and who you are trying to reach. Here is the honest comparison based on our direct mail experience since 1998:
| EDDM | Targeted Direct Mail | |
|---|---|---|
| Mailing List | Not required — delivers to every address on route | Required — purchased or provided by client |
| Postage | $0.247/piece (Retail) | $0.30–$0.55 depending on class and presort |
| Targeting Precision | Geographic only (carrier routes) | Demographic + geographic + behavioral |
| Personalization | No (generic "Postal Customer" addressing) | Yes (name, address, variable data printing) |
| Minimum Volume | 200 pieces per route | 500 pieces (for presort discounts) |
| Best For | Local awareness, grand openings, menus, event promos | Lead generation, retention, donor appeals, B2B |
| Cost per piece (all-in) | $0.48–$0.72 | $0.65–$1.10 |
In our experience, EDDM outperforms targeted mail when the goal is local saturation — reaching every household in a defined area. Targeted mail outperforms EDDM when you need to reach a specific demographic (homeowners over 55, households earning $100K+, businesses in a certain SIC code). Many of our clients use both: EDDM for awareness campaigns and targeted direct mail for lead generation or fundraising appeals.
For a deeper comparison, see our guide: EDDM vs. Targeted Direct Mail: Which Is Right for Your Campaign?
5 EDDM Mistakes That Waste Your Budget
After years of producing EDDM campaigns, we have seen every mistake there is. These are the five that cost businesses the most money:
#1 Selecting routes by ZIP code instead of radius
ZIP codes do not follow logical boundaries. A 5-digit ZIP can span 15+ miles and include areas far outside your service area. We select routes by drawing a radius from your business location, which eliminates wasted impressions in areas your customers will never come from.
#2 Printing pieces that do not meet EDDM flat-size specs
A standard 6x9 postcard is technically too small for EDDM — it must be at least 6.125" tall. We have seen businesses print 5,000 pieces with an online printer only to have them rejected at the post office. Our design templates are pre-verified to USPS specifications.
#3 Mailing once and expecting results
The industry rule of thumb is three impressions before recognition. A single EDDM drop generates awareness but rarely drives significant response. We recommend a minimum three-drop campaign spaced 3–4 weeks apart. Response rates typically increase 25–40% by the third mailing.
#4 No tracking mechanism on the mailpiece
If you cannot measure response, you cannot improve the campaign. Every EDDM piece we design includes a unique URL, QR code, promo code, or dedicated phone number so you know exactly how many responses came from the mailing.
#5 Bundling and paperwork errors at the counter
EDDM drops require facing slips completed with route number, piece count, and postage payment method for every bundle. Errors get the entire drop rejected. We prepare all paperwork in-house — it is why our EDDM drops clear the counter without issue.
Why Businesses Choose Cornerstone for EDDM
You can run EDDM yourself. The USPS tool is free, and any printer can produce oversized postcards. Here is why clients run their EDDM campaigns through us:
Get an EDDM Quote
Tell us your target area and quantity. We will send a route map with delivery counts and a complete campaign quote.
Request a Free QuoteEDDM Quick Facts
Postage: $0.247/piece (Retail)
No mailing list needed
Min per route: 200 pieces
Max per ZIP/day: 5,000 pieces (Retail)
Delivery: 3–7 business days after drop
In business since: 1998
Related Services
EDDM Cluster Articles
EDDM Frequently Asked Questions
What is Every Door Direct Mail (EDDM) and how does it work?
Every Door Direct Mail is a USPS program that lets you mail to every residential and business address on a carrier route without purchasing a mailing list. You select the postal routes you want to cover, print your mailpieces to USPS flat-size dimensions, and drop them at the post office serving those routes. Carriers deliver one piece to every door on each selected route. No individual names or addresses are required — delivery is based entirely on the carrier route geography.
How much does EDDM cost per piece?
EDDM Retail postage is $0.247 per piece for USPS Marketing Mail flats. Your total cost per piece — including design, printing, and postage — depends on quantity and mailpiece size. A 5,000-piece 6.5x9 postcard campaign through Cornerstone typically runs $0.58–$0.72 all-in. A 10,000-piece campaign drops to $0.48–$0.62 per piece because printing costs scale down. These are real numbers from campaigns we produced in 2025, not estimates.
What are the USPS size requirements for EDDM mailpieces?
EDDM mailpieces must qualify as USPS flats. The piece must be between 6.125" and 12" in height, between 11.5" and 15" in length, and no more than 0.75" thick. Maximum weight is 3.3 oz. The piece must also exceed at least one letter-size threshold: longer than 11.5", taller than 6.125", or thicker than 0.25". Common formats include 6.5x9, 8.5x11, 6.5x12, and 9x12 postcards. Pieces outside these dimensions are rejected at the post office counter — we have seen this happen to businesses that used an out-of-area printer unfamiliar with EDDM specs.
How do I choose which carrier routes to target with EDDM?
USPS provides a free mapping tool at eddm.usps.com that lets you filter routes by ZIP code, household income, age range, and household size. Each route typically covers 300–600 addresses. For most local service businesses — restaurants, dentists, HVAC, real estate — we recommend starting with a 3–5 mile radius around the business location, filtered for the income bracket most likely to convert. We run this route selection for every client and provide a route map with delivery counts before printing begins.
What is the difference between EDDM Retail and EDDM BMEU?
EDDM Retail lets you drop mail at a local post office with no permit required and no minimum volume beyond 200 pieces per route. The daily cap is 5,000 pieces per ZIP code. EDDM BMEU (Business Mail Entry Unit) requires a USPS postage permit and delivery to a Bulk Mail facility, but removes the 5,000 piece cap and typically offers lower postage rates for large volumes. Cornerstone uses the New Paltz BMEU for campaigns over 10,000 pieces — we process the paperwork, transport the mail, and handle the entry verification.
Can I target specific demographics with EDDM?
EDDM targets by geography, not by individual demographics. You select entire carrier routes — every address on that route gets a piece. However, the USPS mapping tool lets you filter routes by average household income, age, and household size, so you can select routes where the demographics skew toward your ideal customer. For precise demographic targeting (by name, income, homeowner status, etc.), you need a targeted direct mail campaign with a purchased mailing list instead.
How long does an EDDM campaign take from start to delivery?
Standard production is 10–14 business days from proof approval to post office drop. USPS then delivers within 3–7 business days after drop-off, depending on route volume and local carrier schedules. Total timeline from design finalization to in-home delivery is typically 3 full weeks. Rush production in 5–7 business days is available for time-sensitive campaigns like grand openings or seasonal promotions, though we recommend building in the full timeline whenever possible.
Does Cornerstone handle the USPS paperwork and bundling for EDDM?
Yes. We manage the full EDDM fulfillment process — printing, cutting, bundling in stacks of 50–100 per carrier route, completing the USPS facing slips, and delivering to the post office or BMEU. Bundling errors and incomplete paperwork are the most common reasons EDDM drops get rejected at the counter. Handling this in-house eliminates the logistics burden and the risk of a failed drop.
What industries get the best results from EDDM?
Restaurants, dental practices, real estate agents, HVAC contractors, fitness studios, and auto dealers consistently see the strongest EDDM response rates in our experience. The common thread is a local service area — if your customers come from a defined geography (3–10 mile radius), EDDM saturates that area efficiently. Political campaigns and school districts also use EDDM heavily for voter outreach and budget vote mailings, where reaching every household in a district is the explicit goal.
Sean is a USPS-certified Mailpiece Design Professional (MDP) with 25+ years of experience producing compliant direct mail campaigns for Hudson Valley businesses. He has processed over 2.3 million mail pieces through the USPS Business Mail Entry Unit in New Paltz, NY since 1998.
EDDM by Industry
Every Door Direct Mail works differently depending on your industry. We have put together guides for the verticals we work with most across the Hudson Valley:
Target new patients within a 3–5 mile radius of your practice
Drive foot traffic with menu mailers and seasonal promos
Farm neighborhoods with just-listed and market update cards
Reach new clients within walking distance of your shop
Promote memberships and class schedules to nearby households
Saturate your market with service specials and inventory promos
Reach every voter on targeted carrier routes before election day
EDDM Guides & Resources
Planning your first campaign or optimizing an existing one? These guides cover pricing, design, tracking, and strategy:
EDDM In-Depth Guides
In-depth guides on EDDM postcard sizes, postage costs, retail vs. BMEU, design specs, and how to set up a campaign — written by Sean Griffin, MDP, owner of Cornerstone Services since 1998.
EDDM Postcard Sizes and Specs: The Complete USPS Guide
EDDM mailpieces must fall within specific USPS size and weight limits. Here are the exact dimensions, the most popular formats, and the specs mistakes that get jobs rejected — from a print shop that has run EDDM for 28 years.
EDDM Printing Requirements: What Every Printer Needs to Know
EDDM pieces must meet USPS printing requirements for indicia placement, facing slips, and bundling — or they get rejected at the post office counter. Here's everything your printer needs to do it right.
EDDM Retail vs. EDDM BMEU: Which Do You Need?
EDDM has two processing options — Retail and BMEU. Retail is simpler; BMEU is cheaper at scale. Here's exactly when to use each, what the requirements are, and how we handle it for Hudson Valley businesses.
How Much Does EDDM Cost? A Real Pricing Breakdown
EDDM postage is $0.247 per piece, but that's only part of the cost. Here's a complete breakdown of EDDM printing, postage, and production costs — with real numbers from campaigns we've run for Hudson Valley businesses.
How to Set Up an EDDM Campaign: A Step-by-Step Guide
From route selection to USPS drop, here's how to set up an Every Door Direct Mail campaign correctly — including the steps most small businesses skip that cause campaigns to underperform or get rejected.
What Is Every Door Direct Mail (EDDM)?
EDDM lets you mail to every address on a postal carrier route without a mailing list. Here's exactly how it works, who it's for, and when to use it — from a Hudson Valley print shop that has run thousands of EDDM campaigns.
Ready to Reach Every Door?
Tell us your target area and we will provide a route map with delivery counts and a complete campaign quote — design through delivery.
EDDM Service Areas
We produce EDDM campaigns for businesses and organizations across three Hudson Valley counties — Ulster, Dutchess, and Orange. Every campaign is printed and prepped at our New Paltz facility.
Ready to Start Your Next Mailing?
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