How EDDM Works: A Plain-English Overview

EDDM (Every Door Direct Mail) is a USPS program that lets you mail postcards to every mailbox on specific postal carrier routes — without needing to buy or upload an address list.

Summary

What it is: mail to every eligible address on chosen USPS carrier routes.
Best for: local businesses that want neighborhood visibility fast.
Simple rule: EDDM is about coverage + repetition, not perfect targeting.

What EDDM is (and what it isn’t)

EDDM is:

  • A way to choose an area by USPS carrier routes
  • A way to reach most homes and businesses in that area
  • Great for building awareness in neighborhoods you serve

EDDM is not:

  • A “perfect targeting” tool (it doesn’t pick only homeowners, income levels, etc.)
  • A guarantee that every single address gets it (some addresses may be excluded by USPS rules)
  • The best fit for super-niche audiences

Tip: If your customer is “almost anyone nearby,” EDDM usually makes sense.

How targeting works in EDDM

Instead of selecting individual addresses, you select: - a city/ZIP area - one or more USPS carrier routes (the routes mail carriers drive/walk)

Each route has an estimated number of deliveries (households + some businesses). When you choose routes, you’re choosing coverage zones.

Targeting method What you choose Best for
EDDM Carrier routes Neighborhood coverage and visibility
Targeted list Individual addresses that meet criteria Precision and efficiency

The basic EDDM process

At a high level, EDDM looks like this:

  1. Pick your area (the neighborhoods you want to reach)
  2. Choose carrier routes (the coverage zones)
  3. Pick your postcard size and quantity
  4. Create your postcard design
  5. USPS delivers to addresses on those routes

Your job: choose routes + message + offer.
USPS’s job: deliver to the selected routes.

When EDDM is a great choice

EDDM is usually a good fit when: - you sell locally and want broad neighborhood exposure - your service applies to most households - you want to “own” a neighborhood with repeated mailings - you want to avoid the complexity of address lists

Common examples: - restaurants, gyms, salons - lawn care, pest control, cleaning - local home services (plumbing, HVAC, roofing—especially after storms) - real estate “just sold” visibility campaigns

When you should consider targeted lists instead

A targeted list may be better when: - your ideal customer is narrow (only certain property types, only homeowners, etc.) - you’re selling a higher-ticket or premium service and want efficiency - you need to filter out renters or focus on certain neighborhoods precisely - you want different messages to different segments

A simple way to think about it:

  • Awareness & saturation → EDDM
  • Precision & efficiency → Targeted lists

What to put on an EDDM postcard

Because EDDM is broad, your message should be broad and clear.

A simple EDDM checklist

  • One headline that’s instantly clear
  • One offer (free estimate / new customer special / limited-time deal)
  • 2–4 trust points (local, licensed, reviews, guarantee)
  • One CTA (call/text/QR)

Tip: Don’t over-explain. The postcard’s job is to start the conversation.

How many times should you mail?

EDDM tends to work better with repetition because recognition compounds.

Goal Recommended cadence
Quick burst (event, opening, seasonal) 1–2 drops
Build neighborhood recognition Every 3–4 weeks
“Own the neighborhood” strategy 3–6 drops minimum

Tracking EDDM results (simple)

Even though you’re not using a list, you can still track performance.

Tracking method Why it helps Example
Dedicated phone number Clean attribution Unique number for that campaign
QR code Easy mobile response “Scan to claim offer”
Short URL Easy typing yourbiz.com/deal
Offer code Simple tracking “Mention EDDM10”

You don’t need perfect analytics — you need a consistent way to tell what worked.

Common misconceptions

Myth Reality
“EDDM is junk mail” EDDM works when the offer is clear and you mail consistently.
“One postcard drop should work” Repetition often matters more than design tweaks.
“EDDM is always cheaper” It can be cost-effective, but message + fit matter most.
“EDDM is perfect targeting” It’s route-based coverage, not demographic filtering.

Final recommendation

Start simple:

  • Choose one area you can serve well
  • Run an EDDM campaign with one clear offer
  • Mail the same area 3 times (every 3–4 weeks)

If you tell us your business type and city/state, we can recommend a practical starting quantity and a strong offer to pair with EDDM.