Captain's Business Guide • Direct Mail Edition
EDDM® postcard printing, route preparation and local marketing support for Treasure Coast businesses.
The Complete EDDM® Direct Mail Guide for Local Businesses
Learn how Every Door Direct Mail® works, how carrier routes are selected, what your postcard should say and how to avoid wasting money on a campaign that reaches the wrong audience.
Captain Skies Explains
EDDM® lets a local business send oversized postcards to every deliverable address on selected postal carrier routes. The campaign works best when the offer, audience, design and delivery area are planned together.
Select Routes
Choose neighborhoods based on location, household count and target area.
Create One Offer
Give recipients a clear reason to call, visit, order or request a quote.
Print Correctly
Use a USPS-approved size with the proper indicia and mailing panel.
Track Results
Use a dedicated offer, landing page, coupon or phone prompt.
How EDDM® Works
Every Door Direct Mail® is designed for businesses that want broad local coverage without purchasing a traditional mailing list.
1. Choose Carrier Routes
Select the postal routes surrounding your business or the neighborhoods most likely to need your services.
2. Prepare the Postcard
The postcard must meet USPS size and layout requirements and include the correct retail EDDM® mailing indicia.
3. Print and Bundle
Pieces are printed, counted, bundled and prepared with the route paperwork required for postal delivery.
4. Pay Postage
Postage is based on the number of deliverable addresses across the selected routes.
5. Deliver to the Post Office
The prepared mail is taken to the correct postal location with route documentation and payment.
6. Measure the Response
Track calls, website visits, coupons and new customers connected to the campaign.
What Is Every Door Direct Mail®?
Every Door Direct Mail®, commonly called EDDM®, is a United States Postal Service program that allows businesses to mail promotional postcards to every deliverable residential or business address on selected carrier routes. Instead of buying a list containing individual names and addresses, the business chooses entire postal routes.
This makes EDDM® especially useful for restaurants, home-service companies, medical offices, real estate professionals, retail stores, gyms, landscapers, contractors, salons and other businesses that serve customers within a defined geographic area.
When EDDM® Is a Good Choice
- Your customers are located within specific neighborhoods or ZIP codes.
- You want broad local awareness rather than highly personalized mail.
- Your offer applies to most homes or businesses on the route.
- You are opening a new location or entering a new service area.
- You want to promote a seasonal service, event, sale or grand opening.
When EDDM® May Not Be the Best Choice
EDDM® is not always the right solution. When your target audience is extremely specific, a purchased mailing list may provide better control. For example, a business that only wants commercial property owners, recently moved homeowners or people within a narrow income group may benefit from a targeted list rather than mailing every address.
Choosing the Right Carrier Routes
The route selection is one of the most important parts of the campaign. Businesses often make the mistake of choosing routes only because they are close to the office. Proximity matters, but the selected neighborhoods should also match the service area, buying behavior and practical travel distance for the customer.
A restaurant may focus tightly around its location. A roofing company may cover a much wider area. A high-end home service may choose neighborhoods based on property values and housing type. Route selection should support the actual offer.
How Many Postcards Should You Mail?
The correct quantity depends on the size of the selected routes and the campaign budget. Mailing too few pieces may produce limited visibility, especially for a service customers only need occasionally. A repeated campaign often performs better than a single mailing because recipients may not need the service the first time they see the postcard.
Example EDDM® Campaign Pricing
These are sample package figures previously used by Skies The Limit. Final pricing should always be confirmed before ordering because printing, preparation and postage can change.
2,500 Pieces
Printing: $589
Preparation: $125
Estimated postage: $625
5,000 Pieces
Printing: $769
Preparation: $175
Estimated postage: $1,250
10,000 Pieces
Printing: $1,395
Preparation: $325
Estimated postage: $2,500
What Makes an EDDM® Postcard Effective?
An effective postcard should communicate one strong message immediately. The recipient should quickly understand who the company is, what is being offered, why it matters and what action to take next.
- Use a bold headline that identifies the benefit.
- Keep the main offer easy to understand.
- Use strong contrast and readable type.
- Show professional photos or examples of the work.
- Include the phone number and website in obvious locations.
- Add a deadline or clear reason to respond now when appropriate.
- Avoid filling every inch with small text.
Should You Include a Discount?
A discount can improve response, but it is not the only option. A free consultation, complimentary estimate, bundled service, free upgrade or limited-time bonus may protect profit better than reducing the price. The offer should feel valuable and easy to redeem.
Designing Both Sides of the Postcard
Both sides should work together. One side can lead with the main offer and visual impact. The mailing side should still contain meaningful content because recipients may see that side first. Do not treat the address side as wasted space, but preserve the area required for postal markings and delivery information.
Common EDDM® Mistakes
- Selecting routes without thinking about the ideal customer.
- Using an unclear offer.
- Making the postcard look like a crowded flyer.
- Using low-resolution images or screenshots.
- Hiding the phone number or website.
- Mailing once and expecting every recipient to respond immediately.
- Failing to track how customers heard about the business.
- Submitting artwork that does not meet mailing specifications.
How to Track Results
Ask every caller how they found the business. Use a dedicated coupon code, promotional phrase, landing page or offer. Track the campaign dates and the selected routes. Some results may appear weeks or months later, especially for services people purchase only when a need arises.
What We Need to Quote an EDDM® Campaign
- Approximate quantity or desired neighborhoods
- Target ZIP codes or service areas
- Postcard size
- Whether design is required
- Whether a mailing list is needed instead of EDDM®
- Desired delivery timeframe
- Offer, photos, logo and contact information
- Whether printing, route preparation and postage are all needed
For complete direct-mail services, visit our EDDM® mailers page. When you are ready to select routes or prepare a campaign, contact the crew.
EDDM® Frequently Asked Questions
Does EDDM® require a mailing list?
No. EDDM® targets every deliverable address on selected postal carrier routes rather than using individual names and addresses.
Can I choose specific neighborhoods?
You select postal carrier routes. A route may cover all or part of a neighborhood, depending on how the postal service organizes delivery.
Can EDDM® reach businesses?
Some routes include business addresses. The selected route data should be reviewed to understand the mix of residential and business deliveries.
What postcard size should I use?
The piece must qualify as a USPS EDDM® flat and meet current postal size requirements. The final size should be confirmed before designing.
Can you design the postcard?
Yes. Professional design helps organize the offer, keep the text readable and prepare the mailing panel correctly.
How long does an EDDM® campaign take?
Timing depends on artwork approval, printing, route preparation and postal delivery. Allow enough time for design and production before the desired in-home date.
How much does EDDM® postage cost?
Postage is calculated per piece and may change. Final postage should be based on the current USPS rate and the exact route count.
Will one mailing guarantee results?
No advertising method guarantees results. The offer, design, route selection, timing, competition and frequency all affect response.
Ready to Plan Your EDDM® Campaign?
Tell us the neighborhoods you want to reach, the quantity you are considering and the offer you want to promote. We can help with postcard design, printing, route preparation and mailing support.
