Every Door Direct Mail (EDDM), a service offered by USPS, is one of the most cost-effective ways to reach customers in specific neighborhoods—without needing a mailing list. It’s a simple concept: blanket an area with postcards, flyers, or brochures to get your message in every mailbox on a carrier route.
But while EDDM can deliver big returns for some industries, it’s not a one-size-fits-all solution. So who should invest in EDDM—and who might be better off with another channel?
✅ Industries That Thrive with EDDM
1. Local Restaurants & Pizzerias
Got a new menu, coupon, or grand opening? Restaurants see great results with EDDM. Targeting households within a few miles means your offers land in the hands of people who are close enough to walk in or order delivery.
2. Home Services (Landscaping, Roofing, Plumbing, HVAC)
EDDM is perfect for seasonal promotions or service reminders. Homeowners respond well to mailers about services they need—especially when they’re local and timely.
3. Real Estate Agents
Want to showcase a “Just Sold” or “Coming Soon” listing? EDDM lets real estate pros build local presence and attract buyers or sellers in specific ZIP codes.
4. Gyms & Fitness Centers
Opening a new studio? Launching a seasonal special? EDDM is a great way to raise awareness in a radius around your facility.
5. Dental, Chiropractic, and Medical Clinics
Local healthcare providers can use EDDM to promote services, introduce new practitioners, or share offers for new patients.
6. Auto Repair & Car Washes
People don’t want to drive far for repairs or maintenance. EDDM lets you stay top of mind for nearby car owners.
🚫 Industries That Don’t Typically Benefit from EDDM
1. E-commerce Businesses (No Local Footprint)
If your business is purely online and doesn’t serve a defined geographic area, EDDM won’t give you the targeting you need. Direct mail lists or digital ads will give you better ROI.
2. B2B Service Providers (e.g., SaaS, Consulting)
Unless you’re targeting small business storefronts in a retail-heavy area, EDDM is too broad for most B2B. These businesses benefit more from email marketing, LinkedIn outreach, or list-based direct mail.
3. Luxury or Niche Products
If your product appeals to a narrow or high-end segment, EDDM’s blanket approach might waste a lot of impressions. You’re paying to reach every door—even those who’ll never convert.
4. National Brands with Mass Appeal
EDDM is hyper-local by design. If your marketing goals are national, you’re better off with larger-scale print or digital campaigns.
Tips for EDDM Success
- Target by Demographics: USPS tools let you filter by average age, income, or household size.
- Make the Offer Clear: Include a compelling headline and an obvious call-to-action (CTA).
- Design Matters: Professional, eye-catching design boosts open rates and conversions.
- Track Results: Use promo codes, QR codes, or dedicated URLs to measure performance.
In Summary
EDDM is a powerful local marketing tool—but only if your business benefits from local foot traffic, household targeting, or neighborhood saturation. Before you send out your next campaign, consider where your customers are, how local they are, and whether your offer is right for every door.
Want help designing a high-converting EDDM campaign? Contact us and we’ll walk you through the strategy, design, and printing process.