If you own or manage a roofing, window, or siding company and you’re exploring direct mail marketing to acquire new customers, you may have heard of the USPS’s Every Door Direct Mail (EDDM) program. Before jumping in, take a moment to consider a few important facts — because EDDM might not be the most effective use of your marketing dollars.
This article is short, sweet, and straight to the point. We won’t dive into all the technical details of EDDM options like Retail vs. BMEU. Instead, we’ll focus on what you really need to know before deciding to use EDDM.
1. EDDM Targets Every Residential Address in a Postal Carrier Route
EDDM mailers are sent to every single residential address within the postal carrier routes you choose. A carrier route is simply the path your local mail carrier takes each day, and routes often include a mix of:
- Single-family homes
- Apartment complexes (MDFUs: Multi-Dwelling Family Units)
- Trailers
- Off Campus College housing
- Seasonal Addresses
Your roofing, windows and/or siding services are intended for homeowners, particularly those who own single-family homes, EDDM can lead to significant waste — because renters and apartment dwellers will never need roofing, siding, or window services.
Quick Tip: Just because an address is labeled a “Single Family Home” doesn’t mean it’s owner-occupied. Many of these homes are rentals. That’s why working with a real direct mail marketing professional is key. We help you analyze and select routes based on owner-occupied vs. renter demographics and other valuable data.
2. You Can’t Exclude Your Existing Customers
The EDDM program doesn’t let you remove specific addresses from any carrier route. That means your direct mail will be going right back to customers you’ve already served — wasting your marketing dollars.
Even worse, your new customer direct mail is designed to attract new business with first-time offers or messaging for new customers and it could alienate past clients.
You should never market to a past customer the same way you market to a brand-new one.
3. Using EDDM Makes Tracking ROI More Difficult
One of the best ways to track your return on investment (ROI) is through a “Matchback Report.” This report compares the list of addresses you mailed to against the list of new customers you’ve acquired, giving you clear insight into the performance of your campaign.
However, EDDM does not provide a list of specific addresses delivered to — making accurate Matchback Reporting virtually impossible.
With mailers that have a physical address on each piece, you can get a complete, trackable list of all recipients. This allows for transparent ROI reporting and smarter decisions about where to invest future marketing dollars.
So, What Should You Do Instead?
- Partner with a direct mail provider that uses actual physical addresses on each mail piece. This gives you far more control and allows for truly strategic targeting.
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- Exclude non-ideal addresses like apartments, trailers, and student housing.
- Remove your current and past customers to avoid message mismatches and save money.
- Easily track ROI using address-based Matchback Reports.
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Small Tweaks, Big Results: Let’s Talk Smarter Marketing
If you’re investing time and money into direct mail, make sure it’s backed by data, strategy, and clarity. A small shift in strategy can lead to a big difference in results.
Want to explore how to make your next campaign more targeted and effective?
Contact us to learn more — no pressure, just real insights.