Are you confused about the new Every Door Direct Mail program from the USPS? Are you trying to get the tantalizingly low 17.5 cent postage rate but not sure if your mailer qualifies? Then this post is for you.
The primary reason that there is so much confusion about the program is that there are actually two different programs: 1) standard Every Door Direct Mail and 2) Every Door Direct Mail Retail. The 2 programs have quite a few differences, but it’s Every Door Direct Mail Retail that offers the ultra-low postage of 17.5 cents apiece.
So what are the differences between standard Every Door Direct Mail and Every Door Direct Mail Retail?
• Where your bulk mail gets dropped off: With Every Door Direct Mail retail, your bulk mail gets dropped off at the regular retail mail counter, not to the Business Mail Unit (BMU).
This is a very important distinction, because the two programs also have different postage. If at all possible, you want to take advantage of the lower Every Door Direct Mail Retail postage rate of just 17.5 cents apiece.
With Every Door Direct Mail Retail, you can't just arbitrarily pick any post office because you need to drop your mail at the post office that handles the mail for the neighborhood or neighborhoods that you are targeting. You can determine the specific retail post office location by visiting the official USPS Every Door Direct Mail website.
How much money can you save on postage by using Every Door Direct Mail Retail? One of the people who contacted me was paying 8 cents more apiece for standard Every Door Direct Mail postage. You can see that this is a substantial difference.
What other factors influence which program you qualify for?
• The size and thickness of your direct mail piece: Even though Every Door Direct Mail Retail offers a low postage rate, your mail piece must qualify as a flat which means that it needs to be larger than 6" x 11", but smaller than 12" x 15". In addition, the mail piece must be at least 0.007 inches thick (a little thinner than a standard business card); standard copier paper will not qualify for the Retail rate postage.
• The quantity of pieces that you want to mail: With Every Door Direct Mail Retail, you can't mail more than 5,000 pieces from the same retail location on the same day.
• Do you have a permit? Every Door Direct Mail Retail does not require a mailing permit, so if you're a do-it-yourself mailer and don't want to pay the annual bulk mail permit fee, then EDDM Retail is definitely the option for you.
Are there any strong arguments against using the less expensive EDDM Retail option?
1) If you're sending a bulk mailing that is not in your immediate area, then you may want to consider avoiding EDDM Retail. For instance, if the retail post office that you'd have to use is more than 100 miles from where you are located, you would almost certainly spend more money on gas driving there then you would spend on the increased postage you could pay by dropping your mailing off at your local Business Mail Unit instead.
2) If you're planning to mail more than 5,000 pieces from the same retail location on the same day. Of course, if you have 15,000 pieces that you want to mail, you could always just mail them out on three consecutive days and stick with the lower EDDM Retail rate.
3) If you are sure that you do not want to mail a flat sized piece. For example if you want to mail a standard-sized postcard or letter, they will not qualify for Every Door Direct Mail Retail.
If you aren't stuck in one of these 3 categories, then in my opinion, you should absolutely use Every Door Direct Mail Retail. If you'd like more details on Every Door Direct Mail Retail, then take a look at my recent post New Business Mail Option: Every Door Direct Mail.
After reading this, it should be apparent that you MUST understand the details needed to qualify for a particular bulk mail program BEFORE you design and print anything. Please use this blog as your free resource for answering any bulk mail questions that you have.
The two easiest ways to find specific information on this blog are to search the "categories" cloud in the top left-hand corner of this blog, or to use the "search" box on the top right of this blog. Of course, if you still can't find the answer to your question, I hope you'll please contact me for help. You never know when your question may end up as a topic for a future blog post. Odds are that if you have a question, many of our readers are looking for answers on the same topic.
By the way, if you'd rather not deal with all of these details, you can always hire me to print and process your bulk mail campaign for you.
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What are your thoughts on the new Every Door Direct Mail program? Please share your answers in the comments below.