Assumption (illustrative model, 2026-02-28): Scenario planning examples in this article use illustrative values (3-10 days); treat these as planning assumptions unless explicitly tied to cited USPS or .gov facts.
If you've ever wondered how the local pizza shop manages to get a menu into every mailbox in your neighborhood, or how real estate agents blanket entire subdivisions with "Just Sold" postcards, there's a good chance they're using Every Door Direct Mail.
EDDM is a United States Postal Service program that lets businesses deliver marketing materials to every address on a postal carrier route—without purchasing a mailing list or knowing anyone's name. For small businesses with a defined service area, it's one of the most cost-effective ways to put a physical advertisement directly into a potential customer's hands.
This guide covers everything you need to know about EDDM in 2026: how the program works, what it costs, the exact specifications your mailpiece needs to meet, and step-by-step instructions for executing your first campaign.
What Is Every Door Direct Mail?#
Every Door Direct Mail is a USPS program designed specifically for saturation marketing. Rather than targeting individual people based on their name, purchase history, or demographics, EDDM targets geography. You select specific postal carrier routes, and your mailpiece gets delivered to every active delivery point on those routes.
A carrier route is exactly what it sounds like: the specific set of addresses that a single mail carrier delivers to in a day. When you choose a route through the USPS EDDM Online Tool, you're essentially saying "deliver one of my mailpieces to every home and business this carrier visits."
The practical result is straightforward. If you run a dry cleaning business and want to reach everyone within a two-mile radius, EDDM lets you select the carrier routes covering that area and deliver your promotional postcard to every mailbox—typically at a fraction of what targeted direct mail would cost.
One note on terminology: you may occasionally see this program referred to as "Every Day Direct Mail" in online searches. This is a common misspelling. The official USPS program name is Every Door Direct Mail, and using the correct terminology will help you find accurate information and legitimate vendors.
How EDDM Differs from Traditional Direct Mail#
For a strategic comparison, see EDDM vs traditional direct mail.
The fundamental difference between EDDM and traditional direct mail comes down to what you're targeting: location versus identity.
With traditional targeted direct mail, you purchase or compile a mailing list of specific people who match certain criteria—perhaps homeowners over 50 with incomes above $75,000 who live within 10 miles of your business. You then address each piece individually to "John Smith, 123 Main Street." This approach gives you precision, but it requires list acquisition costs, address verification, and individual piece addressing.
EDDM takes the opposite approach. Instead of addressing mail to specific people, every piece is addressed generically to "Local Postal Customer" or "Residential Customer." You don't need names. You don't need to purchase a list. The USPS provides carrier route data for free through their online mapping tool, and you simply select which routes you want to saturate.
This geographic approach works particularly well when your ideal customer is defined primarily by where they live rather than who they are. A landscaping company doesn't necessarily need to know whether a homeowner has a high credit score—they need to know the homeowner has a lawn within their service area. A new restaurant benefits from reaching everyone nearby, regardless of their dining preferences.
The tradeoff is that EDDM offers no selectivity within a route. If a carrier route covers 400 homes, you mail to all 400 homes. You cannot exclude renters, filter by income, or suppress addresses of people who are already customers. For businesses where precision targeting matters more than coverage, targeted direct mail remains the better choice.
EDDM Postage Rates in 2026#
For a detailed breakdown of the current EDDM pricing structure, refer to the dedicated pricing guide.
One of the primary advantages of EDDM is cost. Because you're doing the sorting work for the Postal Service (bundling mail by carrier route), postage rates are significantly lower than standard First-Class or Marketing Mail rates.
As of January 2026, the EDDM Retail postage rate is $0.247 per piece. This is a flat rate that applies regardless of your mailpiece size, as long as it meets the EDDM size requirements and weighs 3.3 ounces or less.
To put that in perspective: a standard First-Class stamp costs $0.78 in 2026. EDDM lets you reach a mailbox for roughly one-third of that cost, and the rate applies whether you're sending a small 6.5" × 9" postcard or a large 11" × 17" folded menu.
For organizations mailing at higher volumes or through commercial channels, EDDM BMEU (Business Mail Entry Unit) rates offer additional savings based on where you enter the mail into the postal system. Nonprofit organizations with valid authorization can access rates as low as $0.132 per piece through the BMEU channel. For a detailed breakdown of all rate tiers, see our complete EDDM pricing guide.
It's worth noting that postage is only part of your total campaign cost. You'll also need to factor in printing, design, and the time required for mail preparation. A realistic budget for a 1,000-piece EDDM campaign typically runs $400–$600 all-in, depending on your design complexity, paper stock, and whether you handle preparation yourself or use a print vendor.
EDDM Size and Format Requirements#
EDDM mailpieces must be classified as "Flats" under USPS standards. This is a physical requirement, not just a pricing category—it determines how your mail is processed and routed through the postal system.
The Flat classification exists because EDDM pieces are handled differently than standard letters. They're bundled by carrier route and given directly to the mail carrier, rather than being processed through high-speed letter-sorting equipment. To ensure your mailpiece follows this handling path, it must be too large to fit through the letter-sorting machinery.
To qualify as an EDDM Flat, your mailpiece must exceed at least one of these thresholds:
Minimum dimensions (must meet at least one):
Height greater than 6.125 inches (6-1/8")
Length greater than 10.5 inches
Thickness greater than 0.25 inches (1/4")
Maximum dimensions:
Height: 12 inches
Length: 15 inches
Thickness: 0.75 inches (3/4")
Weight limit: 3.3 ounces maximum
The most common EDDM format is a 6.5" × 9" postcard, which qualifies as a Flat because the height (6.5") exceeds the 6.125" threshold. This size offers a good balance of visibility, print cost, and design space.
A critical mistake to avoid: standard 4" × 6" postcards do not qualify for EDDM. They're too small in every dimension and will be processed as letters (at much higher postage) or rejected entirely. If you're working with a printer, confirm they understand EDDM size requirements before production begins.
For complete specifications including paper weight recommendations and design placement rules, see our EDDM size requirements guide.
EDDM Retail vs. EDDM BMEU#
Operational differences are explained in our EDDM Retail vs BMEU comparison guide.
The USPS offers two pathways for EDDM mailings, designed for different scales of operation. Understanding which channel fits your situation will help you plan logistics and budget appropriately.
EDDM Retail is designed for small businesses handling their own campaigns. It requires no permit, no annual fees, and no special account beyond a free USPS.com registration. You can mail between 200 and 5,000 pieces per ZIP code per day. The tradeoff is that you must physically deliver your prepared mail to the specific post office that services your target routes—you can't drop mail destined for one ZIP code at a post office in a different area.
EDDM BMEU (Business Mail Entry Unit) is designed for higher-volume operations, agencies, and franchises. It requires a USPS Marketing Mail permit and associated USPS fees (typically a permit imprint application fee plus an annual mailing fee; amounts vary by fee schedule and office of mailing), but removes the 5,000-piece daily cap and allows centralized drop-off. BMEU is also the only pathway for accessing nonprofit postage rates. BMEU is also the only pathway for accessing nonprofit postage rates.
For most small businesses running occasional local campaigns, EDDM Retail is the practical choice. The permit costs for BMEU only make sense if you're mailing frequently at scale or need the nonprofit rate discount.
For a detailed comparison of both options including cost breakdowns, see our EDDM Retail vs. BMEU guide.
Step-by-Step: How to Execute an EDDM Campaign#
Before execution, review EDDM requirements and USPS specifications to reduce acceptance issues.
Running your first EDDM campaign involves five main phases: route selection, paperwork generation, printing, mail preparation, and drop-off. Here's what each phase involves.
Step 1: Select Your Target Routes#
Start at the USPS EDDM Online Tool. Enter an address at the center of your target area—typically your business location or a neighborhood you want to reach.
The tool displays a map with carrier routes highlighted. Click "Show Table" to see detailed data for each route, including the number of residential addresses, business addresses, and basic demographic information like average household income, age distribution, and household size.
As you select routes, the tool calculates your total address count and estimated postage cost. Take time to review each route carefully. A route that looks good on the map might be primarily apartment complexes with locked mailrooms, or a commercial district with few residences. The demographic filters can help you focus on routes that match your customer profile.
Step 2: Generate Your Paperwork#
Once your routes are selected, the EDDM tool generates the required forms:
PS Form 3587 is your mailing statement. It summarizes your total piece count, postage cost, and the routes you're mailing. You'll present this at the post office counter when you drop off your mail.
Facing Slips are labels that go on top of each bundle of mail. They tell the carrier which route each bundle is for. The tool generates these automatically based on your route selections.
Print these forms before you begin preparing your mail. You'll need them during the bundling process.
Step 3: Print Your Mailpieces#
Work with your printer to produce the correct quantity for each route, plus a small buffer (typically 2-3% extra) to account for any pieces damaged during preparation.
Confirm with your printer that the finished pieces meet EDDM size requirements. The most common rejection reason is undersized mailpieces that don't qualify as Flats.
Your mailpiece must include three specific elements:
The EDDM Retail indicia in the upper right corner (your printer should have this)
The address line reading "Local Postal Customer" or "Residential Customer"
Your return address
All addressing and indicia must appear in the top half of the mailpiece, measured from the shorter edge.
Step 4: Bundle Your Mail#
This is the most labor-intensive part of EDDM, and where many first-time mailers run into problems.
Your mail must be bundled in stacks of 50 to 100 pieces, with all pieces in a bundle facing the same direction. Each bundle needs a Facing Slip placed on top, secured with cross‑strapped bands (plastic strapping) (size 64 works well). Cross-band each bundle—one band horizontal, one vertical—so the bundle stays intact during transport.
The Facing Slips must be numbered sequentially: "Bundle 1 of 5," "Bundle 2 of 5," and so on. If a route has 423 addresses, you might have 4 bundles of 100 and 1 bundle of 23. The final bundle slip must show the actual count, not a rounded number.
Keep bundles organized by route. When you arrive at the post office, the clerk will verify your paperwork against the physical mail, and disorganization creates delays.
Step 5: Drop Off at the Correct Post Office#
For EDDM Retail, you must deliver your mail to the specific post office that services your target routes. This is the Destination Delivery Unit (DDU)—the building where carriers pick up their mail each morning.
You cannot drop mail at your local post office if your target routes are served by a different facility. If your campaign spans multiple ZIP codes served by different post offices, you'll need to make multiple trips or ship bundles to each location.
At the counter, the clerk will weigh a sample bundle to verify your piece count, check that your indicia and addressing are correct, and process your payment. EDDM Retail payment can be made online (credit or debit) or at the Post Office at drop‑off (cash, check, debit card, or credit card). Once accepted, your mail delivery timing varies (EDDM is USPS Marketing Mail with no guaranteed delivery window).
When EDDM Works Well (And When It Doesn't)#
EDDM is a powerful tool for the right situations, but it's not universally applicable. Understanding where it excels—and where it falls short—will help you decide whether it fits your marketing goals.
EDDM works well when:
Your business serves a defined geographic area and proximity is the primary buying factor. Restaurants, dry cleaners, automotive shops, dental practices, and home service providers (landscaping, HVAC, roofing) are classic EDDM candidates. If a customer's decision largely depends on "Is this business near me?", EDDM efficiently answers that question for everyone in the area.
You're launching in a new market or location and need to build awareness quickly. Saturating nearby routes with an introductory offer gets your name in front of every potential customer simultaneously.
Your product or service has broad appeal. If you're offering something that most households can use—pizza delivery, gutter cleaning, tax preparation—EDDM's lack of targeting is less of a disadvantage.
EDDM works poorly when:
Your target customer is narrowly defined. If you sell commercial HVAC systems, mailing to residential addresses is wasted spend. If you're a luxury home builder targeting buyers with $2M+ budgets, EDDM's demographic filters aren't precise enough to avoid significant waste.
You need to reach specific individuals. EDDM cannot target past customers, exclude people on a do-not-mail list, or reach only people who match a behavioral profile. For win-back campaigns or personalized offers, targeted direct mail is more appropriate.
Your target area doesn't align with carrier routes. Political campaigns often struggle with EDDM because postal routes don't follow district boundaries. You may end up paying to reach voters who can't vote for your candidate.
For a detailed comparison of when to use each approach, see our EDDM vs. targeted direct mail guide.
Tracking and Measuring EDDM Results#
Unlike digital advertising, EDDM doesn't come with built-in analytics. There's no dashboard showing how many people "opened" your mailpiece or clicked through to your website. But that doesn't mean results are unmeasurable—it just requires deliberate tracking mechanisms.
Dedicated phone numbers: Set up a unique phone number (VOIP services make this inexpensive) that appears only on your EDDM pieces. Any calls to that number came from the campaign.
QR codes: Include a QR code linking to a campaign-specific landing page. Track scans through your analytics platform or a QR code service.
Promo codes: Offer a discount code unique to the EDDM campaign ("Mention code NEIGHBOR for 10% off"). Track redemptions at point of sale.
Landing page URLs: Use a memorable, campaign-specific URL (yoursite.com/neighbor or yoursite.com/welcome) that you don't publicize elsewhere.
Before/after comparison: For retail locations, compare foot traffic or sales during the delivery window to a similar period before the campaign. This is less precise but provides directional insight.
The most effective measurement approach combines multiple methods. A QR code captures digitally-engaged recipients; a phone number captures those who prefer to call; a promo code captures in-person conversions. Together, they give you a more complete picture than any single method alone.
For detailed guidance on attribution setup, see our EDDM tracking and ROI guide.
Frequently Asked Questions#
Can I remove existing customers from an EDDM mailing?#
No. EDDM is saturation mail—if you select a carrier route, every active delivery point on that route receives a piece. You cannot suppress specific addresses, exclude current customers, or remove people who've opted out of your other marketing. If selectivity matters, targeted direct mail with a managed mailing list is the appropriate channel.
Do I need a permit for EDDM?#
For EDDM Retail (up to 5,000 pieces per ZIP per day), no permit is required. You need only a free USPS.com account to use the online tool and generate paperwork. EDDM BMEU, the higher-volume commercial option, does require a USPS Marketing Mail permit.
How long does EDDM delivery take?#
Once your mail is accepted at the destination post office, delivery typically occurs within a few business days (not guaranteed) for EDDM Retail. BMEU mailings entered at regional facilities may take 3-10 days to reach final delivery, depending on entry point.
Can I mail to PO Boxes with EDDM?#
Yes. The EDDM Online Tool allows you to include PO Box holders at a post office as a selectable option. Your piece will be placed in every active PO Box at that facility.
What's the minimum number of pieces for an EDDM mailing?#
EDDM Retail requires a minimum of 200 pieces per mailing. The maximum is 5,000 pieces per ZIP code per day. EDDM BMEU orders must contain at least 200 mailpieces or maximum limits.
Can I use a standard 4×6 postcard for EDDM?#
No. A 4" × 6" postcard does not meet the minimum size requirements for EDDM Flats. The most common EDDM format is 6.5" × 9", which qualifies because the height exceeds 6.125 inches.
Getting Started with EDDM#
EDDM offers small businesses a straightforward path to reaching every potential customer in a defined geographic area. The economics are favorable—$0.247 per piece in 2026—and the logistics, while requiring some hands-on preparation, are manageable for campaigns in the thousands of pieces.
The key to success is matching the tool to the task. If your business serves a local area and benefits from broad awareness, EDDM can deliver excellent return on investment. If you need precision targeting or personalization, explore targeted direct mail options instead.
For your first campaign, start small. Select 3-5 carrier routes immediately surrounding your business—typically 1,500-2,500 addresses—and test with a clear offer and tracking mechanism in place. Measure results, refine your approach, and scale from there.
Official USPS Resources: