The Skinny on EDDM USPS Program for Small Businesses

“Every Door Direct” from the USPS

First off, I want to applaud the efforts of the United States Postal Service to help business owners see more success from their direct mailings. However, there is something about the program that I want my clients and readers to be aware of.

The Every Door Direct Mail (EDDM) program is NOT a targeted mailing in the sense that you may be used to me saying. What I mean is that the EDDM system can only target houses based on physical location, not by other factors such as age, income level, interests, etc. Basically, it allows you to saturate a particular mail carrier’s route if that is something that is helpful to you.

Only a select group of businesses will benefit from this type of targeting. For most of you, you will want to continue targeting through mailing lists using criteria like age, income level, interests, etc.

If you have any questions about how this program could help your business, call 800-628-1804 and one of my marketing consultants will be happy to explain it to you.


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