EDDM Postage and Budget Planning Guide
Every Door Direct Mail budgeting involves more than the printing price. Use these ten steps to estimate the full campaign cost before you mail.
1. Define your delivery area
Choose the neighborhoods and USPS carrier routes that match your ideal customers. Avoid paying to reach households outside your practical service area.
2. Estimate the mailing quantity
Use the current USPS EDDM route-selection tools to determine eligible delivery counts. Confirm quantities before ordering printing.
3. Calculate printing expense
Request a quote for the selected postcard dimensions, paper, finishing and quantity. Compare the total cost, not just the price per piece.
4. Check current postage
Use current USPS Every Door Direct Mail rates and eligibility requirements. Postage rates can change, so do not rely on outdated published estimates.
5. Include preparation costs
Account for bundling, labeling, paperwork, delivery to the USPS facility and any outside preparation service.
6. Plan the campaign schedule
Allow time for artwork approval, printing, preparation and USPS acceptance. Mailing dates are not guaranteed delivery dates.
7. Calculate your full budget
Add printing, postage, preparation, design and any other campaign expenses. Divide the total by the number of pieces for an estimated all-in cost per piece.
8. Estimate your break-even response
Divide the campaign cost by the contribution profit earned from one new customer. This estimates how many additional customers are needed to recover the expense.
9. Track measurable responses
Use a dedicated offer code, landing page or call-tracking process. Compare actual attributable sales with the campaign's total cost.
10. Improve the next mailing
Review route-level performance where measurable, test one meaningful variable at a time and retain the creative and offer details for future comparisons.
Related planning resources
EDDM Printing Guide | Direct Mail Buyers Guide | Resource Center
For official eligibility, route counts and current postage, consult USPS Every Door Direct Mail.