We’re hearing a whole lot of buzz, chatter and concern about the new USPS “Every Door Direct Mail” (EDDM) program launched in December 2011. Essentially, the program uses an old and outdated method of mailing (simplified addressing) to deliver mail to every address on a carrier route. EDDM was ostensibly designed to try and lure small-medium sized businesses (currently not direct mailing) into the mailstream with the promise of a simple and cheaper approach to putting a mailing together – the USPS idea being that eliminating so many of the obstacles to mailing (for instance acquiring an address list) will convince new mailers to dive into the direct mail pool.

Many small-medium businesses are happily jumping on the EDDM bandwagon in the quest to save a postage buck or two – seemingly without a thorough understanding of the effectiveness of this approach to direct mail. In addition, while appearing to provide a valuable tool to these companies, the initial effect of the program has been devastating for some other companies – notably Mail Service Providers (MSPs). Amidst growing complaints and reports that some list companies are seeing a 30% reduction in saturation list sales, some in the industry are questioning the USPS’ EDDM promotional techniques to existing mailers and the seeming strategy of attempting to eliminate the MSP from the business equation altogether!

Cutting through all the conflict, chaos, and concern here are some basic points to ponder and share with customers considering this approach:

EDDM Disregards “Do Not Mail” requests:
People care about waste and the environment – some concerned households are making more of an effort than ever to reduce the amount of mail they receive. Any responsible mailer respectfully honors the Direct Marketing Association’s guidelines for managing “do not mail” requests and removes these records from a potential mailing list altogether. EDDM currently has no method in place for removing these addresses. Continuing to mail to consumers who have extended great effort to be removed from mailings is not only somewhat rude, but makes for complaints and threats from some very irate customers… negative for brand image to say the least.

Not a “one size fits all” solution:
EDDM may be fine for a minority of mailers with no need for personalization or any wish to intelligently target their customer base. However for most mailers the disadvantages of this approach include not only an inability to use a name or otherwise personalize a mailpiece, but also an inability to do any demographic selections or further audience targeting at all. Even dwelling types (such as apartments or trailers) may not be excluded.

Mailpiece design & mail quantities are limited: EDDM mailpieces are limited to flats or parcels only – period. Letter size mail is not acceptable. In addition, mail quantities are limited and no more than 5,000 pieces per day may be submitted.

EDDM is the direct opposite of targeted mailing: It is not possible to personalize a mailpiece through the EDDM program. Years of experience and effort have taught marketers that it is vital to target our message personally and clearly to those customers most likely to find value in our products/services. Reverting to blanket generic “postal customer” approach to mailing flies in the face of everything we have learned about the known value and proven results of defining our target market and making our marketing messages as personal and relevant as possible.

EDDM still requires a basic understanding of postal requirements: Businesses go to a MSP because they want to avoid the hassle of preparing direct mail. Not only do EDDM users have to deliver everything to the appropriate post office(s), they still have to print “Postal Customer” on a mailpiece, bundle the mailpieces, download the route information, fill out postal paperwork and deal with postal employees… in short everything that our Mail Service Providers are here for!

Every Door Direct Mail… A little more than meets the eye? Perhaps. At the very least it benefits anyone involved to carefully consider the limited cost cutting advantages of this throwback approach to direct mail before utilizing it – and to remember the hard won lessons we’ve learned in terms of a focused, targeted and strategic approach gaining the best response levels overall.

Mary McCarty
List Services Director
Compact Information Systems