The Complete Guide to Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a United States Postal Service program that lets you send postcards, flyers, and menus to every address on specific mail carrier routes, without buying a mailing list. The average direct mail response rate is 4.4%, compared to 0.12% for email. That is a 37× difference.
This guide covers route selection, design requirements, USPS compliance, costs, timing, and how to measure results.
TL;DR
- EDDM delivers to every address on your chosen mail carrier routes. No mailing list needed.
- Direct mail averages a 4.4% response rate versus 0.12% for email, and businesses see an average return of $42 for every $1 spent.
- USPS postage is $0.247 per piece, significantly cheaper than first-class postage. You can mail up to 5,000 pieces per ZIP code per day.
- Design matters more than volume. A strong headline, a clear offer, and a single call-to-action outperform a beautiful postcard with no direction.
- Track everything. Use unique phone numbers, QR codes, coupon codes, or dedicated landing pages so you know exactly what your campaign returned.
What Is Every Door Direct Mail?
EDDM is a USPS marketing mail program designed for local businesses. Instead of purchasing or renting a mailing list with individual names and addresses, you select entire mail carrier routes. USPS delivers your mailpiece to every residential address on those routes.
The concept is simple: saturation coverage of a geographic area. You are not trying to guess who might be interested. You are putting your offer in front of every household in your target zone. For local businesses that serve a geographic area, like restaurants, contractors, real estate agents, dentists, and auto shops, this is the most efficient way to reach potential customers.
EDDM was introduced by the USPS specifically to make direct mail accessible to small businesses. It removes the two biggest barriers: the cost of a mailing list and the complexity of addressing individual pieces.
EDDM vs. Standard Direct Mail
| EDDM | Standard Direct Mail | |
|---|---|---|
| Mailing list required | No | Yes |
| Addressing | "Residential Customer" | Individual names and addresses |
| Postage per piece | $0.247 | $0.40 – $0.66+ |
| Targeting method | Geographic: select carrier routes | List-based: select individuals |
| Minimum per route | 200 pieces | No minimum |
| Best for | Local saturation campaigns | Targeted follow-up, re-engagement |
Neither is universally better. Many businesses use both: EDDM for awareness campaigns, standard mail for retention. For a deeper comparison, see our guide: EDDM vs. Targeted Direct Mail.
How EDDM Works: Step by Step
Running an EDDM campaign involves five steps.
Step 1: Define Your Target Area
Start with geography. Where are your customers? Most local businesses draw from a 5- to 15-mile radius. Restaurants typically 3 to 5 miles. Service businesses like HVAC may cover 10 to 20 miles or more.
Step 2: Select Carrier Routes
Each ZIP code contains multiple carrier routes covering 300 to 700 addresses. You will see demographic data: median income, average age, homeowner percentage, household size. Use these to match your ideal customer.
Step 3: Design Your Mailpiece
One clear offer. One clear call-to-action. A deadline. Your contact information. Professional design. L&B Printing provides free expert design review on every order. We catch the mistakes that kill response rates.
Step 4: Print and Prepare
L&B Printing prints, bundles with facing slips by carrier route, completes PS Form 3587, and organizes everything for Post Office delivery. You do not touch USPS forms.
Step 5: Deliver to the Post Office
The bundled mailpieces go to the destination Post Office. USPS distributes them to carriers, and your postcards reach every door. Typical delivery: 3 to 7 business days after bundles arrive.
How to Choose Your Mailing Routes
Route selection is where most campaigns succeed or fail.
Demographic Filters That Matter
Median Household Income. The single most important filter. A landscaping company offering $5,000 patio installations should not mail to routes where median income is $35,000.
Average Age. Age correlates with buying behavior. Real estate agents may target 55+ (downsizers) or 30-40 (first-time buyers).
Homeowner Percentage. Contractors, roofers, and HVAC companies should prioritize high homeowner percentages. Renters do not replace roofs.
Household Size. Family-oriented businesses benefit from routes with larger average household sizes.
Route Size and Saturation
Carrier routes typically range from 300 to 700 addresses. You must mail to the entire route or at least 200 addresses. Start with 3 to 5 routes for your first campaign (1,500 to 3,500 pieces). Track results per route. Double down on the winners.
EDDM Design Requirements
USPS-Approved Sizes
| Size | Dimensions | Notes |
|---|---|---|
| Standard postcard | 6.25" × 9" | Most popular. Lowest cost. Optimal space for a clear offer. |
| Oversized postcard | 6.25" × 11" | More room for offers, maps, or multiple images. |
| Flat | 8.5" × 11" | Maximum impact. Best for menus, event calendars, service lists. |
L&B Printing specializes in all three sizes. The 6.25" × 9" is our flagship EDDM product. See our EDDM postcard options.
Addressing and Indicia
- •"ECRWSS" in the address area
- •"Residential Customer" or "Local Postal Customer" as the addressee
- •Postage indicia or permit imprint in the upper-right corner
- •Return address of the mailer
Bleed, Safe Zones, and Print Specs
- Bleed: 0.125" on all sides
- Safe zone: Keep text at least 0.25" from the trim edge
- Resolution: 300 DPI minimum
- Color mode: CMYK (not RGB)
- Paper stock: 14pt or 16pt cardstock (gloss or matte)
L&B Printing's design review catches resolution issues, bleed problems, and color mode errors before your job goes to press. It is part of every order, at no extra cost.
USPS Rules and Compliance
What Qualifies for EDDM
- Meet minimum size requirements (larger than a standard letter)
- Not exceed 3.3 ounces in weight
- Be flat (no lumpy mailers, boxes, or dimensional items)
- Include proper EDDM addressing
- Be bundled correctly with a facing slip per carrier route
- Be accompanied by a completed PS Form 3587
Not just postcards. Brochures qualify too
Tri-fold and bi-fold brochures that meet USPS size and weight requirements are eligible for EDDM mailing. This is a great option when you need more space to tell your story: restaurant menus, real estate property features, service breakdowns, and more. Contact us to discuss your brochure EDDM campaign.
What Does Not Qualify
- Letters (standard envelope size)
- Parcels or packages
- Items over 3.3 ounces
- Anything with individual addressing
- Mailpieces that do not meet the minimum EDDM size
Daily Mailing Limits and PS Form 3587
USPS limits EDDM Retail mailings to 5,000 pieces per ZIP code per day. For larger campaigns, EDDM BMEU allows higher daily volumes through a bulk mail center (requires a USPS mailing permit).
L&B Printing completes PS Form 3587 for every EDDM order. We handle bundling, facing slips, and Post Office delivery.
EDDM Response Rate Benchmarks by Industry
| Industry | Typical Response Rate | What Drives Response |
|---|---|---|
| Restaurants | 5–8% | Immediate offers (free appetizer, BOGO, $5 off). Highest response because the barrier to action is low. |
| Real Estate | 3–5% | Market updates, just-listed announcements. Agents who mail monthly outperform one-time mailers. |
| HVAC / Home Services | 2–4% | Seasonal tune-up offers. Timing is critical. Mail 4-6 weeks before peak season. |
| Retail | 2–3% | Grand openings, seasonal sales, loyalty rewards. Works best within a tight radius. |
| Healthcare / Dental | 2–4% | New patient specials, insurance acceptance. Trust signals boost response. |
| Fitness / Wellness | 2–3% | Free trial offers, New Year and spring promotions. Time-limited offers outperform open-ended ones. |
A 4% response rate on a 1,000-piece mailing means 40 people respond. If your average customer is worth $500, that is $20,000 in potential revenue from a campaign that cost roughly $500.
For industry-specific strategies, see our guides for real estate and HVAC and home services.
Campaign Timing: When to Mail for Maximum Response
Seasonal Timing by Industry
HVAC and Home Services: Mail 4 to 6 weeks before peak season. If busy season starts in June, postcards should land in mid-April to early May.
Real Estate: Mail consistently, not seasonally. The most successful agents mail the same routes every month for 6 to 12 months.
Restaurants: Mail before weekends and holidays. Tuesday/Wednesday delivery means your postcard is top-of-mind for Friday/Saturday dining.
Retail: Mail 2 to 3 weeks before major sale events: back-to-school, Black Friday, holiday shopping.
Day of Week and Lead Time
Best delivery days: Tuesday, Wednesday, and Thursday. Monday mailboxes are crowded. Friday competes with weekend plans.
Total lead time: 2 to 3 weeks from order to mailboxes. Plan accordingly. L&B Printing offers expedited production for time-sensitive campaigns. Call 1.908.232.7770.
EDDM Cost Breakdown
Printing Costs
| Quantity | Per Piece | Total |
|---|---|---|
| 500 | ~$0.15 | ~$75 |
| 1,000 | ~$0.10 | ~$100 |
| 2,500 | ~$0.07 | ~$175 |
| 5,000 | ~$0.05 | ~$250 |
How EDDM Compares to Other Marketing Channels
| Channel | Cost Per 1K | Response Rate | Notes |
|---|---|---|---|
| EDDM | ~$350 | 4.4% | Physical, tangible, stays in the house. High trust. |
| Google Ads | $20–$50 CPC | 2–3% CTR | Only reaches people already searching. Costs spike in competitive industries. |
| Facebook Ads | $7–$15 CPM | 0.5–1.5% CTR | Scroll-past behavior. Ad fatigue. Algorithm changes constantly. |
| Email Marketing | $5–$20 per 1K | 0.12% | Requires existing list. Spam filters. Low engagement. |
| Door-to-door flyers | $100–$200 per 1K | 1–2% | Manual labor. Weather dependent. Often perceived as litter. |
The DMA reports that direct mail generates an average return of $42 for every $1 spent. For a detailed cost analysis, see our EDDM cost breakdown.
How to Measure EDDM ROI
The number one mistake businesses make with EDDM is not tracking results.
Tracking Methods That Work
Unique phone number. Set up a dedicated number that only appears on your EDDM postcards. Every call to that number came from your campaign.
QR codes. Generate a unique QR code linking to a dedicated landing page. Track scans by date, time, and location.
Coupon codes. Print a unique code ("Mention code SPRING26 for 15% off").
Dedicated landing page. Create a URL that only appears on your postcards. All traffic to that page came from your mailing.
Use at least two of these methods per campaign.
Calculating Your Return
ROI = (Revenue from campaign – Cost of campaign) / Cost of campaign × 100
Campaign cost: $350 (1,000 postcards)
New customers: 15
Average customer value: $200
Revenue: 15 × $200 = $3,000
ROI: ($3,000 – $350) / $350 × 100 = 757% ROI
Track results per carrier route. After 2 to 3 campaigns, you will know exactly which routes produce the best returns. Concentrate budget on the winners.
Frequently Asked Questions
What is the minimum number of pieces for an EDDM campaign?+
You must mail at least 200 pieces per carrier route, or every address on the route if there are fewer than 200. Most carrier routes have 300 to 700 addresses. For a meaningful test, we recommend 3 to 5 routes (1,000 to 3,500 pieces).
How much does an EDDM campaign cost?+
Total cost includes printing and USPS postage ($0.247 per piece). A 1,000-piece campaign on 14pt gloss postcards costs approximately $350 total. Costs per piece decrease as quantity increases. See our full EDDM cost breakdown for current pricing.
How long does it take for EDDM postcards to be delivered?+
Plan for 2 to 3 weeks total from order to delivery. Production and preparation takes 5 to 7 business days. USPS delivery after bundles reach the Post Office takes 3 to 7 business days.
Do I need a mailing list for EDDM?+
No. EDDM does not use individual names or addresses. Each mailpiece is addressed to "Residential Customer" or "Local Postal Customer." You select carrier routes based on geography and demographics, and USPS delivers to every address on those routes.
What postcard size works best for EDDM?+
The 6.25" x 9" postcard is the most popular EDDM size. It meets USPS size requirements, provides enough space for a clear headline, offer, and call-to-action, and keeps printing costs low. Larger sizes are available for menus or event calendars.
Can I target specific demographics with EDDM?+
Yes. When selecting carrier routes, you can filter by median household income, average resident age, homeowner percentage, and household size. You cannot target individual households within a route. For that, standard direct mail with a purchased list is the better option.
How do I know if EDDM is working?+
Use tracking methods: unique phone numbers, QR codes, coupon codes, or dedicated landing pages that only appear on your postcards. After 2 to 3 mailings, you will have clear data on which routes and offers generate the best return.
Does L&B Printing handle everything, or do I need to go to the Post Office myself?+
L&B Printing handles everything after you approve your design: printing, bundling per carrier route, completing PS Form 3587, and delivering the bundles to your destination Post Office. You review and approve your design. We handle the rest.
Start Your EDDM Campaign with Confidence
EDDM works because it puts your offer in front of every household in your target area, at a postage rate that makes the math work for local businesses. A 4.4% response rate. $42 back for every $1 spent. No mailing list to buy. Just smart route selection, a strong offer, and a well-designed postcard.
Your customers are in their mailboxes right now. The question is whether your postcard is there too.