How it works
You choose carrier routes (a route is the set of addresses one carrier serves) on USPS’s map. Your piece goes out addressed to “Postal Customer”, and USPS says “your mail will be delivered to every address on your selected routes”. The Domestic Mail Manual describes the simplified address: “Postal Customer” when delivery is intended to all active deliveries, residential and business, on a route, and “Residential Customer” when it is intended only for residences.
There are two versions. EDDM Retail has no permit and takes 200 to 5,000 pieces per day per ZIP Code. EDDM BMEU uses a bulk mailing permit and has no size limit. Most small businesses use Retail; see Retail vs. BMEU.
Who EDDM suits
- Local businesses with a local customer. USPS lists small businesses, restaurants, realtors and local political campaigns as the fit for Retail.
- Offers that apply to anyone nearby: a grand opening, a seasonal service, a coupon, a “new in the neighbourhood” message.
- Owners who want to choose an area, not a list. USPS’s tool lets you target by age, household size and income (Census estimates for the route), then select whole routes.
Who it does not suit
- Anyone who must reach specific people. You choose routes, not individuals. Mailing past customers, a purchased list, or a named prospect is addressed mail: EDDM vs. addressed direct mail.
- Personalised pieces. The Domestic Mail Manual says “Personal information may not be included in an EDDM-Retail mailpiece”, and handwritten or typewritten matter is not allowed either.
- Mail you need to track piece by piece. The Manual says “No extra services are available with EDDM-Retail mailpieces.” Measuring results is done with offer codes, phone numbers and QR codes instead: tracking guide.
- Bills, statements or anything confidential. EDDM Retail pieces are not sealed and may not contain bills or statements of account.
What you need to start
A piece that is a qualifying flat (size rules), a set of routes (choosing routes) and a budget (what it costs). We handle the printing, bundling, paperwork and the Post Office drop.