Every Door Direct Mail Sizes: What You Need to Know for a Successful Campaign

Introduction

Every Door Direct Mail (EDDM) is like that friendly neighbor who stops by to say hello, bringing with them a world of possibilities for your business. Imagine being able to reach every doorstep in your neighborhood without having to knock on a single door. That's the magic of EDDM. But before we dive into the nitty-gritty of every door direct mail sizes, let's take a moment to understand what EDDM really is and why it's such a game-changer for businesses.

Understanding Every Door Direct Mail (EDDM)

What Exactly is EDDM?

Picture this: You're a small business owner, and you want to get the word out about your amazing new product. You could spend hours creating a mailing list, or you could use EDDM. EDDM is a service provided by the United States Postal Service (USPS) that allows businesses to send promotional materials to every address within a selected postal route. No names, no addresses – just pure, unfiltered reach.

The Benefits of Using EDDM

Cost-Effectiveness

Let's be real, traditional marketing can be expensive. Mailing lists, printing costs, postage – it all adds up. But with EDDM, you get to skip the mailing list part entirely. The USPS offers discounted postage rates for EDDM, which means more savings for you. It's like getting a group discount for your marketing campaign.

Imagine you are a small business owner wanting to send out promotional postcards to 5,000 households within your local area. Here’s how the costs break down using EDDM:

1. Postage Rates:

• EDDM Retail: $0.20 per piece
• EDDM BMEU (Business Mail Entry Unit): $0.168 per piece (The H&H Group) (Postcard Grow)

For 5,000 postcards:

• EDDM Retail Cost: 5,000 x $0.20 = $1,000
• EDDM BMEU Cost: 5,000 x $0.168 = $840

2. Printing Costs:

• Printing costs can vary, but let's assume an average cost of $0.10 per postcard for full-color printing on high-quality paper (Postcard Grow).

For 5,000 postcards:

• Printing Cost: 5,000 x $0.10 = $500

3. Total Costs:

• EDDM Retail Total Cost: $1,000 (postage) + $500 (printing) = $1,500
• EDDM BMEU Total Cost: $840 (postage) + $500 (printing) = $1,340

Comparison with Traditional Direct Mail

In contrast, traditional direct mail campaigns require purchasing mailing lists, personalizing each mail piece, and higher postage rates. Typically, the cost of acquiring a mailing list can range from $0.05 to $0.10 per contact, and the postage for personalized mailers is usually around $0.30 to $0.50 per piece.

For 5,000 postcards using traditional direct mail:

• Mailing List Cost: 5,000 x $0.07 = $350
• Postage Cost: 5,000 x $0.40 = $2,000
• Printing Cost: 5,000 x $0.10 = $500
• Total Cost: $350 (list) + $2,000 (postage) + $500 (printing) = $2,850

Targeted Marketing

While EDDM doesn't allow for demographic targeting (like age or income), it shines in geographic targeting. You can select specific postal routes that align with your target market. Imagine you're a local bakery – you can choose to send your delicious offers to every household in your vicinity, ensuring that your marketing dough rises perfectly.

Increased Local Reach

Local businesses thrive on community support. EDDM helps you tap into that support by ensuring your marketing materials reach every household in your selected area. It's like hosting a block party where everyone gets an invitation.

EDDM Requirements and Guidelines

Before you start designing those eye-catching mailers, there are a few things you need to know.

Eligibility Criteria

Not just any business can hop on the EDDM train. There are specific eligibility criteria set by the USPS. Your mailers must meet certain size requirements, be properly bundled, and include facing slips. It's like getting your ducks in a row before the parade.

Mailing Route Selection

Choosing the right mailing route is crucial. The USPS provides an online tool that helps you select routes based on demographic data and geographic location. It's like having a map that guides you to the heart of your target audience.

Permit and Fees

Good news! EDDM doesn't require a traditional mailing permit. However, you do need to pay a nominal fee for each mailing. Think of it as a cover charge for entering the exclusive club of efficient marketing.

EDDM Sizes and Formats

Now, let's get into the meat and potatoes of EDDM – the sizes and formats. The size of your mailer can make or break your campaign. Here’s what you need to know:

Standard EDDM Sizes

6.5” x 9”

This size is like the Goldilocks of mailers – not too big, not too small, but just right. It's large enough to grab attention but small enough to keep costs in check.

6.25” x 11”

A slightly larger option, this size offers more real estate for your design and message. Think of a local pizza joint using this size to showcase a delicious, gooey slice of pizza on one side, with a “Buy One, Get One Free” offer on the other.

8.5” x 11”

Comparable to a standard sheet of paper, this size provides ample space for graphics and detailed information. It’s ideal for businesses that need to include a lot of content, like a new spa offering multiple services.

8.5” x 14”

The largest standard size for EDDM, this format is perfect for making a bold statement. Picture a vibrant, full-color advertisement for a grand opening. It’s almost like a mini-poster that residents can’t help but notice when they sort through their mail. Just keep in mind, bigger size equals bigger cost.

Custom EDDM Sizes

If none of the standard sizes fit your needs, you can always opt for custom sizes. Just make sure they adhere to USPS guidelines to qualify for EDDM rates. Think of it as tailoring a suit – custom fits can be perfect, but they need to follow certain rules.

Best Practices for Choosing Sizes

• Consider Your Budget: arger sizes can be more expensive to print and mail.
• Think About Your Message: Complex messages might need more space.
• Visual Impact: Bigger mailers are more noticeable, but smaller ones can be more personal.

Designing Your EDDM Piece

Designing your EDDM piece is where creativity meets strategy. It's like painting a masterpiece where every brushstroke (or in this case, design element) can make or break your campaign. The goal is to create something that not only catches the eye but also compels the recipient to take action. Let's explore how to design an effective EDDM piece that aligns with various every door direct mail sizes.

Visual Appeal

Sight is your first weapon. When a recipient opens their mailbox, your mailer should immediately stand out. Imagine a postcard bursting with vibrant colors, bold headlines, and crisp images. Use high-quality images that relate to your business – think of a bakery featuring a mouth-watering photo of a freshly baked croissant or a gym showing a group of energetic people in the middle of a workout.

• Bold Colors: Use colors that pop but are also aligned with your brand. A bright red can signify urgency or excitement, while blue can be calming and trustworthy.
• High-Quality Images: Blurry or pixelated images are a big no-no. Invest in good photography or use high-resolution stock images. They should make your mailer look professional and inviting.
• Clean Layout: Avoid clutter. A clean, well-organized layout helps the reader easily navigate through the information. Think of it as setting a dinner table – everything should have its place and purpose.

Branding and Messaging

Your branding should be as consistent as the aroma of freshly brewed coffee in the morning – instantly recognizable and inviting. This means using your brand’s colors, fonts, and logos consistently throughout the design.

Clear Call to Action

Every effective mailer needs a clear call to action (CTA). This is the sound that guides your recipient on what to do next. Whether it's "Visit our store," "Call now," or "Use this discount code," your CTA should be impossible to miss.

• Prominent Placement: Place your CTA in a location that naturally draws the eye. This could be the bottom right corner, where readers often end their visual journey.
• Compelling Language: Use action-oriented language that creates urgency or excitement. Phrases like "Limited Time Offer" or "Act Now" can prompt immediate action.

Contact Information

Make it as easy as biting into a perfectly ripe apple for people to contact you. Include multiple ways for potential customers to reach you, such as:

• Phone Number: Ensure it’s easy to read and prominently placed.
• Email Address: Make it clear and professional.
• Social Media Handles: If you’re active on social media, include icons and handles so recipients can connect with you online.

Printing Options for EDDM

Printing your EDDM pieces is like selecting the perfect ingredients for a dish. The quality and type of paper, as well as the color choices, can greatly affect the final product.

Paper Quality

The touch of your mailer can influence its reception. Using high-quality paper can give your mailer a premium feel.

• Glossy Finish: Adds a shine that makes colors pop, perfect for vibrant images.
• Matte Finish: Provides a more sophisticated look, ideal for text-heavy pieces.

Color Choices

Full-color printing can make your mailer as visually appealing as a sunset on a beach. Colors should be used strategically to highlight important areas and draw attention.

• Bright and Bold: Use bright colors for headings and offers to grab attention.
• Subtle and Classy: Use softer tones for background elements to maintain a clean look.

Preparing Your EDDM for Mailing

Preparation is key to ensuring your EDDM campaign runs smoothly. Think of it as prepping ingredients before cooking – everything needs to be in place.

Bundling Requirements

Your mailers need to be bundled correctly to meet USPS requirements. Typically, they should be bundled in groups of 50 or 100. Proper bundling ensures that your mail is processed efficiently.

• Use Rubber Bands: Secure each bundle with rubber bands to keep them intact.
• Labeling: Each bundle must include a facing slip that indicates the postal route and number of pieces.

USPS Drop-Off Points

Knowing where to drop off your EDDM mailers is crucial. USPS has designated locations for EDDM mail. It’s like knowing the right kitchen to cook your meal in.

• Check Locations: Verify the drop-off points for your selected routes.
• Follow Guidelines: Ensure all USPS guidelines are followed to avoid delays.

Cost Considerations for EDDM

Understanding the cost considerations for Every Door Direct Mail (EDDM) can help you budget effectively and maximize the return on your marketing investment. Here’s a detailed breakdown of the key cost components involved in an EDDM campaign.

Printing Costs

Printing costs for EDDM can vary depending on the size, paper quality, and quantity of mailers. On average, full-color printing on high-quality paper can cost around $0.10 per piece. If you opt for custom finishes or larger sizes, this cost may increase. It's essential to get quotes from multiple printers to find the best deal for your needs.

• Standard Printing Cost: Approximately $0.10 per piece for high-quality, full-color printing.
• Factors Influencing Cost: Ensure all USPS guidelines are followed to avoid delays.

• Paper quality (glossy vs. matte)
• Printing volume (bulk orders often have discounts)
• Custom finishes (embossing, foil stamping)

Postage Costs

The USPS offers competitive postage rates for EDDM, which are typically lower than traditional direct mail options. The rates can vary based on whether you use EDDM Retail or EDDM BMEU (Business Mail Entry Unit).

• EDDM Retail Postage Rate: Around $0.20 per piece (The H&H Group) (Integra Graphics Synergy)
• EDDM BMEU Postage Rate: Approximately $0.168 per piece for larger mailings​ (GeoPredict)
• Non-Profit Postage Rate: Significantly lower, around $0.108 per piece​ (https://geofactor.com/eddm-mailing-cost/)

Additional Fees

There are other costs to consider beyond printing and postage. These can include design services, bundling and labeling, and any additional handling fees if you use a mailing service.

• Design Services: Costs can vary widely depending on whether you do it in-house or hire a professional designer.
• Bundling and Labeling: If you hire a service to prepare your mailers for EDDM, expect additional costs. Bundling typically involves grouping mailers into sets of 50 or 100 with facing slips.
• Handling Fees: Some print and mail services charge extra for handling and drop-off at USPS locations.

EDDM vs. Direct Mail: A Detailed Comparison

Conclusion

Every Door Direct Mail is a powerful tool for businesses of all sizes. By understanding the various sizes, designing effective mailers, and adhering to USPS guidelines, you can create successful EDDM campaigns that drive local engagement and sales. Remember to plan carefully, track your results, and adjust your strategies as needed to maximize your return on investment.