Tag Archives: eddm

The Downside to EDDM

It’s no fun being the bearer of bad news, but you should know that EDDM, the US Postal Service’s new local neighborhood discount program, may not be your best choice for your next bulk mailing.

Every Door Direct MailYes, the popular EDDM (Every Door Direct Mail) program has plenty of good things going for it, as we mentioned in our prior post : EDDM: USPS Every Door Direct Mail .

But alas, you should consider some facts before jumping on the EDDM bandwagon for your postcard magnet mailings.  Here are our 4 issues with EDDM:

1) with EDDM there is no name and no address added to your mailing piece. There are plenty of studies that show mailings are more effective if they are personalized for the recipient. Items are more likely to be looked at if they are addressed personally. Without that, your EDDM mail becomes junk mail.

2) EDDM mail is packed into the pile of circulars and other non-addressed mail when its delivered to a mailbox. The pile is considered to be ‘junk mail’ by many. There’s a good chance that, upon arrival, it gets tossed.

3) you need to properly prepare your EDDM items. There’s a USPS site that you’ll need to learn, select from online maps, complete online forms, bundle your EDDM materials with ‘facing slips’ , and deliver your mailing pieces to your local post office.

4) EDDM can cost you more. Sure, the EDDM rate is a low 18 cents per mailing piece. But because EDDM requires a large mailing piece — at least 6-1/8″ x 11″ — the costs for making a postcard magnet go up significantly ($.30 or more). Moreover, these large, plastic laminated postcard magnets need to be shipped to you so you can bring them to your local post office; and freight can add up ($.10 or more).

The good news is that you can solve all these problems by using one of our standard magnet mailers and a saturation mailing list. A saturation list provides addresses for every home or business in a Zip Code or Carrier Route, similar to the coverage you’d get with EDDM. The name and address can be rented for one-time use, for a couple of pennies each. And the post office provides a low rate for saturation, standard bulk mailings: about $.21 ea.

When you order your postcard magnets from us at magnetbyMail, we handle the mailing prep for free.  This includes ink jetting the addresses on to each postcard, sorting and bundling your mail, completing the USPS bulk mail forms, using our bulkmail permits, and delivering the mail to the Post Office.

So would you want your postcard magnet to arrive unaddressed, in the middle of the circulars? Or would you rather have it personalized to the recipient and address, delivered as an independent mailing piece, without any hassle on your part, and at far less cost?

We thought you should know.


EDDM: USPS Every Door Direct Mail

If you’ve recently been by a Post Office, or watched a USPS commercial, you’ve probably heard about the new bulk mail program called Every Door Direct Mail (EDDM).

usps eddm every door direct mailNew from the USPS, EDDM is a way for a business to send a mailing piece to all mailing addresses in a particular geographic area for a low cost — 14.5 cents each — and without the need for a list of mailing addresses, or expensive permits.

There are some rules of course.  And since the program is young and the rules are subject to revision, you should visit the USPS EDDM  site to review them firsthand.  Essentially, the USPS EDDM requirements involve quantity, size, layout, selecting from a map and forms.

Here are the EDDM rules:

  • EDDM quantity:  for the EDDM Retail program, you’ll need at least 200 pieces , but no more than 5000, in a single day’s mailing.  You can deliver this size of mailing to the front counter at the Post Office in the neighborhood you’re trying to reach.  (Larger mailings can be delivered to a USPS Business Mail Entry Unit.)
  • EDDM size requirement: your mailing piece must be rectangular and weigh no more than 3.3 oz. It must be larger than 6-1/8″ in height, OR 11-1/2″ in length, OR more than 1/4″ thick.  But it can be no larger than 12″Hx15″L; or more than 3/4″ thick.
  • EDDM layout: the address area needs to located on the top half of the mailing piece.  In this area, you’ll need to print an EDDM Retail postage indicia and a mailing label that includes the phrase:  Local Postal Customer.  There is no name or address added.
  • EDDM maps: you’ll need to use the USPS EDDM map site to pick the neighborhoods where your mail should go.  You can choose to exclude business and/or PO boxes from your mailing.
  • EDDM forms: the same site that helps you map your mail’s route will also provide you the mailing forms you’ll need to take with your mailing to the Post Office.  And you’ll also receive facing slips that you’ll attach to bundles of your mailing pieces.

So there are several benefits of EDDM:

  • low-cost postage
  • no mailing list to purchase
  • no expensive bulk mail permit; and no complicated mail sorting

With EDDM,  local businesses now have a way of sending their messages into their communities in a way that is cheaper and easier than standard bulk mail.

Although the regular postcard magnet mailers we produce at magnetbyMail are too small for the USPS EDDM program, we can customize a mailer that fits your size and budget.  Be sure to use our magnetbyMail contact form to ask for a custom quote for your EDDM project.


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