Direct Mail

Direct mail remains a valuable tool for businesses and non-profits for several reasons:
  1. Personalization: Direct mail can be highly personalized, making recipients feel valued and increasing the likelihood of engagement.
  2. Tangibility: Physical mail stands out in a digital world. People are more likely to notice and remember a well-designed piece of mail than an email that might get lost in a crowded inbox.
  3. Targeted Marketing: You can target specific demographics or geographic areas, ensuring your message reaches the right audience.
  4. High Response Rates: Studies often show that direct mail has higher response rates compared to many digital channels, especially when combined with other marketing efforts.
  5. Brand Trust: Receiving a physical item can build trust and credibility, as it shows investment and effort from the business.
  6. Less Competition: With many businesses focusing on digital marketing, there’s less competition in the mailbox, making your message more likely to stand out.
  7. Versatility: Direct mail can be used for promotions, invitations, catalogs, thank-you notes, and more.

Tips for Designing Effective Mail Pieces

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Clear Headline
  • Use a bold, attention-grabbing headline that quickly communicates your main message or offer.
Strong Visuals
  • Incorporate high-quality images or graphics that support your message and draw the reader’s eye.
Concise Copy
  • Keep your text brief and to the point. Use bullet points or short paragraphs for easy reading.
Personalization
  • Address the recipient by name and, if possible, tailor the content to their interests or needs.
Compelling Call to Action (CTA)
  • Clearly state what you want the recipient to do next (e.g., “Call now,” “Visit our website,” “Bring this coupon”).
Easy-to-Find Contact Information
  • Make sure your phone number, website, and address are prominent and easy to locate.
Consistent Branding
  • Use your brand colors, logo, and fonts to reinforce your identity and build trust.
Offer or Incentive
  • Include a special offer, discount, or incentive to encourage immediate action.
Quality Materials
  • Choose sturdy paper and professional printing to make a good impression and ensure durability.
Trackable Elements
  • Add a unique code, QR code, or dedicated phone number to track responses and measure effectiveness.

Mailing Lists

Mailings using lists are more targeted and personal, ideal for reaching specific people. EDDM is broader and less personal, great for reaching every household or business in a chosen area.

Types of Mailing Lists Used by Small Businesses and Non-Profits

House List (Internal List)
  • A list of existing customers, donors, members, or contacts who have interacted with your organization before.
  • Often the most valuable list, as these people already know your business or cause.
Acquisition List (Prospect List)
  • Purchased or rented lists of potential customers or supporters who haven’t interacted with you yet.
  • Useful for expanding your reach and finding new leads.
Every Door Direct Mail (EDDM) List
  • Not a traditional list, but a selection of addresses in a geographic area (using USPS routes) for blanket coverage.
  • No names or specific addresses needed.
Donor List
  • For non-profits, a list of past and current donors, often segmented by giving history, frequency, or donation amount.
Event Attendee List
  • Contacts collected from event registrations, sign-ups, or participation in workshops, webinars, or fundraisers.
Membership List
  • For organizations with a membership model, this list includes all current and past members.
Newsletter Subscribers
  • People who have signed up to receive your email or print newsletters.
Segmented Lists
  • Any of the above lists, but divided into smaller groups based on demographics, interests, location, or behavior for more targeted messaging.

What is EDDM (Every Door Direct Mail)?

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EDDM stands for Every Door Direct Mail, a service offered by the United States Postal Service (USPS). It allows businesses and organizations to send marketing materials—like postcards, flyers, or brochures—to every address within a specific geographic area, without needing to know individual names or addresses.
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Key Features of EDDM:
  • Target by Area:
    You can select specific neighborhoods, ZIP codes, or carrier routes to reach potential customers in your chosen location.
  • No Mailing List Needed:
    Since you’re mailing to every address on a route, you don’t need to purchase or maintain a mailing list.
  • Cost-Effective:
    EDDM rates are generally lower than standard postage, making it budget-friendly for small businesses and non-profits.
  • Flexible Formats:
    You can send a variety of mail pieces, such as oversized postcards, menus, or flyers, as long as they meet USPS size requirements.
Who Uses EDDM?
  • Small Businesses:
    Restaurants, salons, retail stores, and service providers use EDDM to promote grand openings, sales, or special events.
  • Non-Profits:
    Organizations use EDDM to announce fundraisers, community events, or awareness campaigns.
Benefits of EDDM:
  • Broad Local Reach:
    Great for reaching every household or business in a specific area.
  • Easy to Set Up:
    USPS provides online tools to help you choose routes and prepare your mailing.
  • No Address Database Needed:
    Simplifies the process for businesses without a customer list.

List or EDDM - Which is best for me?
Who is your target audience?
  • If you want to reach specific people (like past customers, donors, or members), a targeted mailing list is best.
  • If you want to reach everyone in a certain area (like all residents or businesses in a neighborhood), EDDM is ideal.
What is your message?
  • If your message is personalized or tailored (e.g., “Thank you for your last donation, Sarah!”), use a mailing list.
  • If your message is general (e.g., “Grand Opening! 20% Off for Everyone in Town!”), EDDM works well.
What is your budget?
  • EDDM is usually more cost-effective for large, local mailings.
  • Mailing lists may cost more per piece but can be more efficient if you only want to reach a select group.
Do you have a list?
  • If you already have a quality list of contacts, use it!
  • If you don’t have a list and want to reach a local area, EDDM is easier to set up.
What is your goal?
  • For building relationships, loyalty, or repeat business, targeted mailings are best.
  • For raising awareness, promoting an event, or reaching new people, EDDM is a strong choice.

Quick Decision Guide

  • Choose a Mailing List if:
    • You want to personalize your message
    • You have a specific group in mind
    • You want to track responses from known contacts
  • Choose EDDM if:
    • You want to reach everyone in a geographic area
    • You don’t have a mailing list
    • You want a cost-effective way to blanket a neighborhood

 Types of Formats Available for EDDM Mailings 

EDDM Formats 

While EDDM is ideal for local marketing campaigns, understanding the available formats is essential for creating effective mail pieces. Below is an overview of the primary formats accepted for EDDM mailings.

Selecting the right format for an EDDM mailing depends on the campaign goals, the amount of information to convey, and the desired visual impact. Always consult the latest USPS guidelines to ensure compliance and maximize delivery effectiveness.
Postcards are the most popular format for EDDM mailings due to their simplicity and cost-effectiveness. They provide ample space for graphics, offers, and contact information.
POSTCARD Common Sizes:
  • 6.5" x 9"
  • 6.25" x 11"
  • 8.5" x 11"
  • 8.5" x 12"
  • 9" x 12"
  • 12" x 15"
Flyers offer a larger canvas for detailed information, images, and promotional content. They are typically printed on lightweight paper and can be single or double-sided.
FLYERS Common Sizes:
  • 8.5" x 11"
  • 8.5" x 14"
  • 11" x 17"
Brochures are folded mail pieces that allow for organized presentation of information. They are suitable for businesses that want to include multiple sections, such as menus, service lists, or event details.
BROCHURES Common Fold Types:
  • Bi-fold (half-fold)
  • Tri-fold
BROCHURES Common Sizes (before folding):
  • 8.5" x 14"
  • 11" x 17"
Catalogs and Booklets are multi-page mailers ideal for showcasing a range of products or services. They are typically saddle-stitched and provide a professional appearance.
CATALOGS AND BOOKLETS Common Sizes:
  • 8.5" x 11"
  • 5.5" x 8.5"
Oversized mailers stand out in the mailbox and are effective for grabbing attention. These formats exceed standard postcard dimensions and are often used for special promotions or announcements.
OVERSIZED MAILERS Common Sizes:
  • 9" x 12"
  • 12" x 15"
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EDDM Examples

USPS EDDM Requirements

To qualify for EDDM, mail pieces must meet USPS "flat" size requirements:
  • Minimum: 10.5" long OR 6.125" high OR 0.25" thick
  • Maximum: 15" long OR 12" high OR 0.75" thick
  • Must be rectangular
  • Weight: Up to 3.3 ounces per piece

Paper and Printing Options
  • Paper Weight: Typically 80 lb to 100 lb cover stock for durability
  • Finish: Glossy, matte, or uncoated
  • Color: Full color (CMYK) or black and white

Design Considerations
  • Leave space for USPS EDDM indicia and addressing area
  • Follow USPS guidelines for bleed, safe zones, and margins
  • Ensure clear, legible fonts and high-resolution images

MAILING INDICIAS

Indicia

A mailing indicia is a printed marking on a mail piece that shows postage has been paid by the sender, instead of using a traditional postage stamp or meter. It’s commonly used for bulk mailings, like EDDM (Every Door Direct Mail), and is required by the USPS for these types of mail.

Key points about a mailing indicia:
  • It’s usually a rectangular box printed in the upper right corner of the mail piece.
  • It includes information such as “U.S. Postage Paid,” the city and state of the permit holder, and the permit number.
  • It replaces the need for individual stamps on each piece of mail.
  • The indicia must follow USPS formatting guidelines to be accepted.
  • ​If you don't have your own indicia, you can mail on the indicia of the Mail House where your printed pieces and list are processed to enter the mail stream.

​Example of a mailing indicia:
PRSRT STD
ECRWSS
U.S. POSTAGE PAID
CITY, ST
​PERMIT NO. 123
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If you’re designing an EDDM mailer, you’ll need to leave space for the indicia in the top right corner of your design. This tells the post office that postage has already been taken care of through your mailing permit.