Every Door Direct Mail (EDDM) is a low cost option to distribute your newspapers using US Mail. EDDM offers you the ability to mail without the expense of a mailing list, addressing cost or a post office permit. Newspaper publishers can use EDDM Retail or EDDM BMEU. Both have their advantages, so it is important that you choose the right one for your publication. It is best to work with your local post office and your printer before sending out your first edition through the mail. Mistakes can be costly. If you are working with a smaller post office, chances are they will be learning with you. When that happens make sure to partner with a printer that has knowledge in direct mail and can help fill in the gaps.
EDDM Retail is an option for Every Door Direct Mail. With this option you do not need a permit, and submitting your publication to be mailed is pretty easy because of the simplified paperwork and process. You will bring your mail through the front door of the post office. With EDDM Retail you will take your carrier route bundles and pay postage for that zipcode. The disadvantage of EDDM Retail is that there is a maximum of 5,000 pieces per day per zipcode and each zipcode requires you pay postage at each post office that you will be mailing to.
EDDM BMEU is more complex but may be a better option if your publication is being distributed to more than 5,000 homes in a zipcode, or mailing to multipal zipcodes. If you are mailing to more than one zipcode you will pay postage only to the post office where your permit is held, then bring the carrier route bundles to each zipcode where they are mailed. With EDDM BMEU you can make larger bundles, and have a publication that is up to a .75 inches thick. This disadvantages of EDDM BMEU is that there is more paperwork to fill out, and it takes some knowledge of Direct Mail and the processes to submit a job to the post office. It is recommended to partner with a printer that knows EDDM BMEU so you can focus on growing your publication. Also when you partner with the correct printer you can use their permit to mail so you will not have to pay for a permit and renew it each year.
Weight: 15.994 oz.
EDDM has its advantages and can save a publisher some money on distribution costs. Some publishers still prefer a more traditional way to mail and to purchase a saturation mailing lists, and have each newspaper addressed because they do not like the idea of just giving a bundle of newspapers to the post office for distribution. They like having the satisfaction of each newspaper being accounted for addressed. With traditional mail a publisher can remove businesses, apartments, or specific addresses if they desire. If prepared right by your printing partner, a traditional mailing can receive the same postage rates.