If you’re planning a direct mail campaign, knowing the EDDM rules can help you to make money-saving decisions and ensure a smooth campaign from start to delivery date.
Here’s what you need to know about EDDM rules for your direct mailing needs:
What is EDDM?
EDDM stands for Every Door Direct Mail. It’s a specific service offered by the United States Postal Service for businesses to use in direct mail campaigns. As the name implies, every door on a particular route receives the mailer, regardless of other demographic information.
However, you can use EDDM tools online to filter your route options based on ZIP code and demographics like age, household size, and income. You cannot choose individual households to receive your mail, but this does give you a chance to choose a route or area where your target audience is most likely to be.
Because there’s less sorting and manual effort from the postal employees, EDDM tends to be a less expensive alternative to traditional mailings.
Benefits of EDDM
Many businesses opt for EDDM when they do not have a targeted mailing list, when they want to cover a specific region, or when they want to keep direct mailing costs low.
EDDM rules mean there’s no addressing required since you don’t get to choose individual households to receive your product, which can help save you time and money on in-house costs. Instead, you’ll use the pre-defined EDDM format and the post office will take care of the rest.
Also, businesses have a range of sizes so you can design a product that fits your purpose. You have plenty of room for your content so you can ensure you get the message across. Check with your printing partner to ensure you’re choosing an approved EDDM size.
EDDM Rules You Should Know
Part of the reason that the cost of EDDM mailings is usually lower is because the pieces aren’t heavy, bulky, or otherwise oversized. The most important rules have to do with your mailing’s physical shape and size. Here are a few EDDM rules to keep in mind when designing your content:
#1 – Length and Width Dimensions
The physical dimensions of an EDDM product can vary, but the size cannot exceed more than 15 inches long in either the length or the width. In addition, the product must be at least 10 1/2-inches long AND 3 1/2-inches wide.
If either side exceeds these dimensions, your mailer will likely be considered a parcel.
#2 – Weight Requirements
In addition to size, each piece must weigh the same and not exceed 3.3 oz. For reference, an oversize postcard usually weighs 0.4 oz, so it’s not likely that your product brochure or sales letter will reach the 3.3 oz maximum.
If you’re not sure what each mailer weighs, you can get an accurate measurement from your local post office. Or, you can bundle your pieces and weigh them on a scale, then divide by the number of pieces you weighed to get an approximate weight per piece.
#3 – EDDM Rules Regarding Thickness
EDDM rules state that each piece should be uniform in thickness and flexible enough to bend. You cannot have some pieces that are thicker than others, nor can you have some pieces that are overly stiff.
Each piece must be at least .25 inches thick (flats must be at least .007 inches thick), not to exceed .75 inches.
Standard postcards would not normally meet the requirements for EDDM, as they are considered flat and do not meet the minimum .007-inch thickness requirement.
#4 – Stiffness
Cardstock, boxes, bubble mailers, and similar thick materials are not viable options for EDDM pieces. Each piece must be flexible in any direction. This means that envelopes should not contain bulky items that could prohibit the mailer from being bent.
#5 – Shape
EDDM rules also state that each mailed piece must be a square or rectangle. Oddly shaped pieces like triangles or ovals must be placed in an envelope that meets the requirements. Also, corners must be a sharp 90-degrees, or you could opt for uniformly rounded corners with a radius not to exceed 1.25 inches.
How to Start Your EDDM Campaign
Does Every Door Direct Mail sound like the ideal solution for your business? There aren’t many rules that surround this option, but it still helps to know what to expect so you can design your content for the best possible outcome.
Las Vegas Color Graphics can help you create an EDDM campaign that meets post office requirements for content. In addition, our team of designers and printers can help you build your content from scratch, including help with paper type, colors, graphics, and more.
Contact us today to get a free quote on EDDM campaigns and start connecting with your audience!