Everything You Need to Know About EDDM Retail Mailing for Small Businesses

Direct mail is still one of the most effective ways for businesses to reach local customers. Every Door Direct Mail (EDDM) Retail is a great tool for small businesses and entrepreneurs to engage with their target audience without needing mailing lists. This article breaks down everything you need to know about EDDM Retail Mailing, how it works, and why it might be the right choice for your business.

What is EDDM Retail Mailing?

EDDM (Every Door Direct Mail) Retail is a service provided by the United States Postal Service (USPS) that allows businesses to deliver promotional materials to every mailbox in a specific geographic area without needing specific mailing addresses. This tool is particularly beneficial for small businesses that want to increase their local presence and visibility among residents and businesses in their vicinity.

With EDDM Retail, you can create and send marketing materials such as postcards, menus, coupons, and flyers directly to local homes and businesses, helping you connect with a broad audience cost-effectively.

What is the Difference Between EDDM BMEU and EDDM Retail?

While EDDM Retail is a fantastic tool for smaller businesses, USPS also offers EDDM BMEU (Business Mail Entry Unit), which is more suited for larger companies or campaigns with high mailing volumes. Here’s a breakdown of the differences:

EDDM Retail

Ideal for small businesses and mailings under 5,000 pieces per day.

Requires no special permits or mailing accounts.

Allows businesses to access specific local routes, but at a limited volume.

EDDM BMEU

Better suited for larger businesses or campaigns with more than 5,000 pieces.

Requires a USPS business account and a permit.

Offers flexibility in targeting larger mailing areas or multiple regions.

Pros and Cons

EDDM Retail:
Pros:

Easy setup; no permit required

Simple payment process at USPS retail locations

Perfect for smaller, locally targeted campaigns

Cons:

Limited to 5,000 pieces per day

Fewer customization options compared to EDDM BMEU

EDDM BMEU:
Pros:

Higher volume capacity

Greater targeting flexibility

Cons:

Requires a business account and permit

More complex setup process

What Are the EDDM Retail Mailing Sizes?

One of the unique features of EDDM is that it uses larger postcard sizes to stand out in recipients’ mailboxes. USPS has specific guidelines for EDDM-compliant postcard sizes, ensuring that each piece fits within its sorting and delivery systems.

6.5” x 9” - A compact yet impactful option, ideal for simple promotions or limited-time offers.

6.5” x 11” - Provides extra space for visual elements and is well-suited for announcing events or special sales.

8.5” x 11” - A familiar flyer size, perfect for showcasing product details, service listings, or eye-catching visuals.

15” x 9” - This wide format stands out in the mailbox and is great for businesses wanting to include multiple images or a detailed call-to-action.

15” x 12” - The largest option, offering maximum visibility and ample space for comprehensive information on products, services, or seasonal catalogs.

Many printing companies, like Next Day Flyers, offer templates and ready-made designs in EDDM-compatible sizes to simplify the printing and mailing process for businesses.

How to Create an EDDM Retail Mailing

Creating an EDDM Retail mailing is straightforward and accessible, even if you're new to direct mail. Here’s a step-by-step guide to getting started:

Design Your Mailer

Create a visually appealing design with a clear message. Highlight special promotions, upcoming events, or important information to capture attention immediately.
Consider working with a designer or using pre-made templates from your print provider to ensure high quality and USPS compliance.

Print EDDM-Ready Postcards

Work with a professional printing service like Next Day Flyers that specializes in EDDM to ensure your mailers meet USPS guidelines.
Confirm the correct size and paper quality for durability during delivery.

Choose Your Target Areas

Use the USPS EDDM Online Tool to select specific carrier routes based on your target demographics. You can narrow down options by zip code, neighborhood, or other geographical markers to ensure your campaign reaches the right audience.

Prepare & Drop Off

Bundle your mailers according to USPS guidelines and fill out the required EDDM forms.
Take your prepared bundles to a USPS retail location, where you’ll submit them and pay the EDDM Retail postage rate.

EDDM Retail Mailing is a streamlined, cost-effective way for small businesses to reach local customers without needing a mailing list or permit. By understanding the distinctions between EDDM Retail and EDDM BMEU, choosing the right postcard sizes, and following the simple creation process, businesses can maximize this service to expand their reach and engage their communities directly. Whether you’re launching a new product, promoting a sale, or building brand awareness, EDDM Retail can be an invaluable resource in growing your local presence.