What You Should Know About USPS Every Door Direct Mail (EDDM)

Posted On June 29, 2024

By Postedpostghost

Understanding the USPS Every Door Direct Mail (EDDM) Program

The United States Postal Service’s (USPS) Every Door Direct Mail (EDDM) program is a powerful advertising tool that enables businesses to send mail to every address in a specified geographic area. This program has become increasingly popular due to its cost-effectiveness and ability to target specific areas without needing a mailing list.

What is EDDM?

Every Door Direct Mail (EDDM) is an advertising service provided by the USPS that allows businesses to send promotional mailers to every household and business within a chosen ZIP code or carrier route. If you’ve noticed more and more mail in your mailbox addressed to “Current Resident” or “Postal Customer,” you’re experiencing the effects of EDDM. This generic address format ensures that the mail reaches every address on a postal route, making it a highly effective way for businesses to blanket a geographic area with their marketing materials

Why is EDDM So Popular?

Cost-Effective

Businesses save on costs associated with purchasing mailing lists and targeting specific individuals. The USPS offers discounted postage rates for EDDM mailings, making it an affordable option for local businesses to reach a broad audience. For example, a local restaurant might use EDDM to send out menus and coupons to every household in a neighborhood without the expense of buying a targeted mailing list.

Ease of Use

Businesses can easily set up an EDDM campaign online through the USPS website, selecting specific postal routes and ZIP codes for distribution. This user-friendly process makes it accessible even for small businesses with limited marketing budgets.

Broad Reach

EDDM allows businesses to saturate a geographic area with their marketing materials, ensuring that every household and business within the selected area receives their mailer. This is particularly useful for businesses that rely on local customers, such as gyms, salons, and retail stores

Why Can’t You Opt-Out of EDDM?

One of the main reasons people cannot opt-out of EDDM mail is due to its design. Since EDDM mailers are addressed generically to “Postal Customer” or “Current Resident,” they are intended to be delivered to every address on a postal route without exception. This broad distribution method is a key feature of the program, ensuring maximum reach for advertisers.

Attempts to establish opt-out mechanisms for EDDM have historically been ineffective. The USPS did not promote these services to local advertisers adequately, leading to their discontinuation. As a result, there is currently no official method to unsubscribe or opt-out of receiving EDDM mail

The Role of “Current Resident” in EDDM Deliveries

The use of “Current Resident” in addressing EDDM mail ensures that the mailer reaches every household within a designated area, regardless of the specific occupant. This method guarantees that advertisers can maximize their reach without needing up-to-date mailing lists. You’ve likely seen these types of mailers in your mailbox, often promoting local businesses, sales events, or community announcements.

EDDM Revenue and Its Importance to USPS

The EDDM program generates significant revenue for the USPS. Since its inception in 2011, more than 33 billion pieces of EDDM mail have been sent, resulting in over $5 billion in revenue. In 2023 alone, nearly 3 billion pieces were sent, equating to $700 million in revenue. These substantial figures underscore the program’s importance to the financial health of the USPS

Refusing Unwanted Mail

According to the USPS, individuals can refuse mail that is addressed to them specifically by writing “Refused” on the unopened item and returning it to their mail carrier. However, for mail addressed to “Current Resident” or “Postal Customer,” refusal is not an option because these are delivered indiscriminately to all addresses within a postal route. This can be frustrating for residents who feel overwhelmed by the volume of unsolicited mail

Is Mail Always Delivered as Addressed and Can it be Refused / Returned?

The United States Postal Service® will deliver the mail as addressed, but it does not have to be accepted. Without a specific reason to the contrary, mail sent to an address will be delivered. Mail is delivered to residential or business addresses even if the name on the mailpiece is different than the known residents.

Mail addressed to a PO Box™ is delivered only to recipients previously identified on PS Form 1093, which is filled out when the box was opened. Names can be added later with the box holder’s permission. Adults must show two forms of ID at the local Post Office™ facility to be added, while minors can be added by their parent or guardian (with proper identification). If a person alleging to be the addressee of a certain mail item is unknown to the delivery employee, the mail may be withheld pending valid photo ID of the claimant.

An addressee may request the postmaster, in writing, to withhold from delivery (for a period not to exceed 2 years) any foreign letter or publication material with a specified name or address on the outside. If the addressee wants to add extra services, such as certified to a mailpiece being returned to sender, they must pay return postage to mail the item back to the sender in addition to paying for the extra service. Mail addressed to a person or business for which a Change of Address has been filed will be forwarded to the new delivery address.

Not everyone accepts every piece of mail that is delivered to their home, whether it is unsolicited advertising or other pieces. When that happens, Postal standards offer mail refusal options. Domestic Mail Manual (DMM), Sect. 604.8.1.2 and Sect. 507.1.8.2 provide two instances where mail can be refused when it is offered for delivery, or after delivery. You may mark “Refused” and return it unopened within a reasonable time. If a mailpiece has been opened, even if it has been resealed, it cannot be marked “Refused” and returned. If someone wants to return that mailpiece to the sender, they have to put it in a new envelope or wrapper with a correct address and new postage.

There is some mail that cannot be refused after it has been delivered. Once again, two groups fit this category: Pieces sent as Registered Mail, Insured, Certified Mail, and Collect on Delivery (COD). Postage must be paid by the customer for this mail to be returned. Response mail to a sales promotion, solicitation, announcement, or other advertisement that was not refused when offered to the recipient. Customers may refuse Accountable Mail prior to signing for and receiving it.

The USPS Every Door Direct Mail (EDDM) program is a powerful advertising tool that provides cost-effective, broad-reaching marketing solutions for businesses. Its design, using generic addressing to reach every household and business within a specific area, makes it a popular choice for local advertising. However, this same feature also makes it impossible for individuals to opt-out of receiving EDDM mail. Understanding the benefits and limitations of this program can help recipients manage their expectations and explore alternative methods for reducing unwanted mail.

PostGhost: Reducing Unwanted Mail

While EDDM represents a category of mail that cannot be easily stopped, PostGhost offers comprehensive solutions to reduce the majority of other unwanted mail. Our AI-powered application helps users opt-out of various types of junk mail, ensuring a clutter-free mailbox and contributing to environmental conservation. By registering with PostGhost, you can reduce junk mail by 80-95%, conserving resources and gaining valuable free time. However, EDDM mail remains one type that we cannot prevent due to its delivery method. For more information on managing your mail, visit our Help Center and FAQ.