EDDM vs. shared postcard mailers: which is right for a local business?

Short answer: EDDM is the USPS service that delivers to every address on a route. A shared postcard uses EDDM too, but sixteen businesses split one card. Do EDDM yourself if you want the whole card and can handle printing and the post office drop. Pick a shared card if you want the reach for less money and no work.

What EDDM is

Every Door Direct Mail lets you mail to every address on selected carrier routes without buying a mailing list. You pick routes on the USPS map, and pieces are addressed simply to "Postal Customer" (USPS Every Door Direct Mail). EDDM Retail mailings need at least 200 pieces, and USPS does not guarantee a delivery date for Marketing Mail (USPS Domestic Mail Manual 143).

Doing it yourself

• You control the whole card and the timing.
• You pay all the postage (USPS lists EDDM Retail at $0.26 a piece) plus printing and design.
• You bundle the pieces, fill out the paperwork and drop them at the post office.

A shared card

• You get one spot, and the cost is split sixteen ways.
• One business per category, so no competitors on the card.
• Design, printing, postage and drop-off are handled for you.
• You share attention with other ads, so a strong offer matters more.

The honest take

Neither one is magic. What moves results is a clear offer, a way to track it (a QR code or code word), and mailing more than once. Here is how Mailbox Finds works.

Written by Kelly, founder of Mailbox Finds. Prices quoted from public sources linked above; check them before you budget.