EDDM

Every Door Direct Mail (EDDM) is a United States Postal Service program designed to simplify local direct mail campaigns by allowing advertisers to reach all households and businesses in a defined geographic area without mailing lists or individual addresses. Campaigns target specific carrier routes within ZIP codes, enabling broad local reach with flat-rate postage.

Geographic targeting in EDDM is based on carrier routes. Mailers select the routes to cover, which can span a neighborhood or an entire city, and then prepare mailpieces that conform to USPS guidelines for EDDM formats. Eligible formats include postcards and flat mailers of certain sizes and weights, and each piece must be prepared with the appropriate route information for processing.

There are two main pathways for using EDDM. EDDM Retail is designed for DIY campaigns handled at the local post office; mailpieces are dropped off and postage is paid at the counter. EDDM Commercial (or through approved USPS vendors) is used by businesses and printers that want to streamline submission and may involve a business mailing method or permit. In both cases, there is no address list required, but pieces must meet size, weight, and processing rules, and they must include proper routing information on the mailpiece.

Advantages of EDDM include lower postage costs compared to some standard direct mail options, simplicity for local campaigns, and the ability to reach a broad audience quickly. Limitations include limited geographic precision, potential waste if the targeted area exceeds the campaign’s needs, and design constraints tied to USPS requirements. EDDM is commonly used for local promotions, menus, coupons, and service offers aimed at immediate neighborhood audiences.