EDDM Campaign Planning Guide
A direct mail campaign involves more than printing. Use this sequence to coordinate your message, artwork, mailing decisions and follow-up. Confirm current USPS eligibility, preparation and mailing requirements before committing to production.
1. Define the campaign objective
Decide what you want recipients to do: visit your business, call, redeem an offer or request a quote. Use one clear primary call to action.
2. Select the mailing area
Review the neighborhoods and postal routes relevant to your audience. Confirm the applicable USPS Every Door Direct Mail service, eligibility and route counts using current USPS information. Do not assume every address or mailpiece qualifies.
3. Confirm quantities and the budget
Separate printing expenses from estimated postage, mail preparation and other campaign costs. Check the printing versus postage budget guide and calculator. Verify actual quotes before ordering.
4. Prepare artwork and the offer
Make the headline, offer, business identity and response instructions easy to understand. Confirm finished dimensions, bleed, safe areas and printer specifications using the EDDM artwork preparation guide.
5. Review and approve the proof
Check spelling, addresses, phone numbers, website links, offer terms, expiration dates and both sides of the design. Confirm which file version is approved for production.
6. Coordinate production and mailing
Confirm printing turnaround, finishing, bundling, required documentation, postage payment and who is responsible for delivery to USPS. Build in time for proof revisions and possible operational delays. Do not promise an in-home delivery date without confirmation from the responsible providers.
7. Prepare response tracking
Choose a measurable response method such as a dedicated landing page, campaign code or offer redemption. Make sure employees know how to handle responses before the mailing begins.
8. Review the results
Record campaign expenses and responses. Compare results with your objective and note what should change for the next mailing. Response counts alone do not establish profit; include relevant costs.
EDDM Campaign Planning Worksheet
Complete the fields below and print a copy for your campaign records. Entries stay in this browser page and are not sent to the website. Print or save as PDF before leaving the page.
EDDM Mailing and Printing Terms Explained
Use these definitions when reviewing a mailing plan or discussing production with your printer. Exact eligibility and preparation requirements depend on the current USPS service and the selected printing product.
- Every Door Direct Mail (EDDM)
- A USPS service for distributing eligible mailpieces to addresses on selected postal carrier routes, subject to applicable USPS requirements.
- Carrier route
- A postal delivery route used to organize mail delivery. Route selection helps determine the addresses and quantities involved in an EDDM campaign.
- Mailpiece quantity
- The number of pieces planned for printing and mailing. Verify quantities using the applicable route information before ordering.
- Finished size
- The dimensions of the printed piece after trimming. Confirm that the selected size meets both your printer's specifications and the mailing service's requirements.
- Bleed
- Artwork that extends beyond the final trim edge so colors or images can reach the edge without an unintended white border.
- Safe area
- The area inside the trim edge where important text and design elements should remain to reduce the risk of being cut off.
- Print proof
- A preview or sample used to check artwork before production. Proof approval should include offer details, contact information and the correct artwork version.
- Postage
- The mailing charge, which is separate from printing unless a written quote explicitly includes it. Confirm current rates and fees with the appropriate provider.
- Mail preparation
- Work needed to prepare printed pieces for mailing, potentially including sorting, bundling, documentation and delivery coordination. Responsibilities vary by service and provider.
- Response tracking
- A method of identifying responses to a campaign, such as a campaign-specific offer code or landing page. Tracking helps evaluate results but does not guarantee sales.
For production details, read the artwork preparation guide. For expense planning, use the printing and postage budget guide.