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A direct mail campaign moves a printed piece from an audience and distribution plan to delivery, then gives recipients a way to respond. In the U.S., that can mean selecting postal carrier routes through Every Door Direct Mail (EDDM), or sending eligible bulk mail to named recipients through USPS Marketing Mail. The right path depends on geography, volume, format, and how precisely you need to target people.
How a direct mail campaign works
The basic sequence is: define the campaign goal, choose who or where to reach, select a USPS mailing path, prepare a compliant mailpiece, pay postage and submit the mailing, then track responses separately from delivery. A postal route count tells you where mail was distributed; it does not tell you how many people responded or bought.
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- Set the objective and response path. Decide what action the recipient should take, such as visiting a landing page, using an offer code, scanning a QR code, or calling a campaign-specific phone extension.
- Choose an audience and distribution method. Use route-based saturation for neighborhood reach, or an eligible named-recipient mailing when you need list-based targeting.
- Design and check the piece. Match its size, addressing, and postage marking to the selected USPS product before printing.
- Prepare postage, paperwork, and bundles. Follow the selected product’s current payment and entry instructions.
- Submit the mailing and measure results. Keep distribution figures distinct from campaign responses and sales.
Which USPS mailing path fits?
EDDM Retail distributes to addresses on selected carrier routes without requiring you to buy or maintain an address list. USPS route filters include residential status, age, household size, income, and cost. It is intended for qualifying flat-size pieces and has a minimum of 200 pieces and a maximum of 5,000 pieces per day per ZIP Code. For larger EDDM mailings, USPS describes a Business Mail Entry Unit (BMEU) path that requires a permit.
USPS Marketing Mail is a separate bulk-mail option for eligible advertising and other content, including flyers, circulars, newsletters, catalogs, and small parcels. It requires a Business Mail Permit and a minimum of 200 pieces or 50 pounds; USPS does not offer single-piece Marketing Mail postage.
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| Campaign need | Possible USPS path | Key consideration |
|---|---|---|
| Reach a local neighborhood without maintaining an address list | EDDM Retail | Route-based distribution; 200–5,000 pieces per day per ZIP Code, subject to qualifying format and preparation rules. |
| Run a larger route-based EDDM mailing | EDDM BMEU | USPS describes this route for larger mailings, generally more than 5,000 pieces; a permit and BMEU submission are required. |
| Reach named recipients or send other eligible bulk mail | USPS Marketing Mail or another applicable class | Eligibility, preparation, service characteristics, and postage vary by class; Marketing Mail requires a permit and bulk minimum. |
Compare options by audience precision, route coverage, piece count, list upkeep, format, permit and entry requirements, delivery needs, and the combined production and postage cost. No one method is universally cheapest or most effective; both cost and response depend on the specific campaign.
How EDDM Retail preparation and drop-off work
For EDDM Retail, the piece uses simplified addressing—typically the “Postal Customer” format—and must display the EDDM Retail Indicia in the required area. USPS supports postcards, but the specific piece still has to meet the applicable size and physical standards. Use the USPS Mailpiece Size Checker and verify current requirements before ordering a print run.
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- Select routes and a drop-off date in the USPS EDDM workflow, then follow the payment instructions shown for the mailing. USPS provides online or post-office payment options for EDDM Retail.
- Print the forms and prepare bundles. USPS instructions call for stacks of 50–100 pieces, with each bundle no higher than 6 inches, and a facing slip attached to each bundle.
- Deliver or ship the mailing to the post office serving the selected routes and include the required PS Form 3587.
For EDDM BMEU or Marketing Mail, use the current USPS entry and preparation instructions for that product rather than assuming Retail bundling or paperwork rules apply. USPS prices and physical standards can change, so confirm the current rules and price table before production and mailing.
How to connect the mailpiece to digital content
USPS Informed Delivery gives eligible users a digital preview of incoming mail. USPS images the exterior of mailpieces during processing; a mailer can add supplemental campaign imagery and a website URL associated with the mailing. Campaign matching uses a Mailer ID in the Intelligent Mail barcode and an active date range. USPS’s campaign guide says a full-service Service Type Identifier is required for a campaign to appear in the digest or dashboard.
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USPS Postal Facts reported 74.8 million Informed Delivery customers in a fact entry dated May 15, 2026. That is an enrollment count—not a guarantee that a campaign will reach that many people, appear in every recipient’s digest, or produce a particular open or response rate.
How to measure delivery, response, and sales
USPS EDDM route delivery statistics describe distribution, not customer action. USPS says its EDDM Online Tool can provide delivery statistics for carrier routes. To assess the campaign itself, assign a distinct response mechanism—such as a dedicated landing-page URL, QR code, offer code, or phone extension—and count qualified responses or sales associated with it. Compare those outcomes with the campaign’s total cost.
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USPS small-business guidance says a mailing may see higher response when integrated with other campaign channels, while noting that mail has a higher cost per thousand than print or broadcast. The guidance does not provide a controlled estimate or universal response rate, so treat it as general advice rather than a forecast.
What USPS scale figures do—and do not—show
USPS reported nearly 3 billion EDDM pieces in fiscal year 2025, in a Postal Facts entry dated May 15, 2026. That figure indicates program volume; it cannot predict the delivery, response, or sales results of an individual mailing.
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For design guidance, USPS says, “Sending actionable mail with a clear offer and call to action will help generate customer responses.” This is instructional advice, not a quantified promise. If you do not print in-house, USPS points to a Printer Directory and to direct-mail professionals who may handle some or all of the work.
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