Shweiki Media Printing Company Explains the USPS Every Day Direct Mail Program and How it Can Save Money and Time for Publishers

The USPS has gone and done something that makes amazing sense and is going to be a huge blessing to all small and niche publishers who direct mail. EDDM (Every Door Direct Mail) is a new promotion being rolled out by the US Postal Service that enables regular niche publishers to mail at an astounding 14.5 cents per piece. It is not for everyone, but those who meet the requirements are going to love this new program because it saves on postage, mailing house costs and turn-around time.

USPS explanations tend to be very confusing, so here are the nuts and bolts of the program along with highlights of the important information. The facts will allow publishers to know if this is something that they should utilize.

EDDM has 2 categories, EDDM/Retail Entry and EDDM/BMEU (Business Mail Entry Unit).

1. With EDDM Retail it's possible to:

Get a rate of 14.5 cents for each mail piece.

Avoid mail processing costs (such as ink jetting and labeling).

Save on time (usually takes a couple days to process your mail and get it prepped for mailing).

2. To qualify for EDDM/Retail:

A mailing piece must be under 3.3 oz.

One must do a saturation mailing to a mail carrier route (one doesn't have to do a saturation mailing to an entire zip code, just an entire mail carrier route).

The mailing must be at least 200 mail pieces and not exceed 5,000 per day.

The mailing piece must be more than 10 ½ long OR more than 3 1/2 high OR more than .25” thick. USPS doesn’t use the term “width”, they are looking for the “height”. To clarify, regardless of how it is bound, the longest side of any piece is always considered the “length” and the shortest side is always considered the “height”.

The piece must be a standard mail flat.

3. If the requirements aren't met for Retail, one can still qualify for EDDM/BMEU by meeting the following requirements:

The mailing piece must be under 15.994 oz.

The mailing piece must be more than 10 ½ long OR more than 3 1/2 high OR more than .25” thick. USPS doesn’t use the term “width”, they are looking for the “height”. To clarify, regardless of how it is bound, the longest side of any piece is always considered the “length” and the shortest side is always considered the “height”.

One must have their own mail permit number (for a $190 annual fee one can get this at the mailing requirements office at the main post office in their local area). Access can also be found here (http://www.uspseverydoor.com/). It's also possible for the customer to use their mail center or printer’s permit number, so it's important to ask them if they have one available for use (it is very common that they do have one available for use). This is recommended for convenience, and if done one can have the mailing verified at their location and then dropped shipped to the local DDU (usually covers only 1 zip code) or DSCF (covers multiple zip codes w/in a city) that their job is mailing to.

4. Some other things to be considered:

EDDM/Retail must ship to the local DDU to get this low rate (this is the term used for the post office closest to the place where the mailings or carrier routes are) so it's important to get a shipping cost to that location and combine it with the 14.2 cents per piece cost to realize the total mailing expenditure. The printer might also charge a nominal fee to get everything prepared for the mailing, but one should not pay more than $5-$7 per K at most for this.

EDDM/BMEU must be verified at the BMEU where the permit number is registered. And although it is no longer required, USPS recommends using the city, state, 5 digit zip code. If this is done and the mailing in question covers multiple zip codes, there will be additional costs in the form of ink jetting fees or plate change costs (this is where a plate is changed during the press run to put a different zip code on a portion of the print run).

The recommended number of magazines in each bundle is 50-100 but this is something that a printer or mail house should be familiar with.

For EDDM/BMEU, the magazines need to be bundled by carrier route with facing slip annotated with number of pieces in bundle (i.e. ‘bundle 1 of 5’ 50 pieces). Printers or mailing houses should know this already, but this is still good knowledge to have.

One will need a CRID (Customer Registration Identification) to mail thru EDDM/Retail. There is no cost to this and it can be obtained here (http://www.uspseverydoor.com/).

5. To calculate the rate of postage for EDDM/BMEU:

The first step is to go to this link (http://dbcalc.usps.gov/) and under “Flat”, select “Standard Mail”. Rates start at 15.1 cents and go up from there based on weight and the location where they're dropped in the mail.

Next, one should scroll down to “Carrier Route Flats” (this is because they will be mailing to all the addresses in carrier routes and if this isn’t what one is looking for, then EDDM is not for them).

Then one should put in the weight of the piece and then put the quantity of the mail piece in the “Saturation” column.

For Destination entry, one should select none if they do not plan to ship it to a local postal station and just put in the mail at the location of where everything got prepared. This will most likely not be the best bet since it is almost always a better deal to pay for shipping and save on the difference in postage that will come from shipping to a local postal station.

One will most likely select DSCF (if they have more than one zip code) or DDU (if they only have one zip code) to get postage costs. (It's important to remember to account for the shipping costs to get the magazines drop shipped to these local stations along with the handling fees from the printer and/or mailing house to get everything prepared and one shouldn't pay more than $5-$7 per K for this.)

Even after this breakdown, there are likely still questions because the USPS likes to make things unnecessarily complicated, especially with all of their fun acronyms. But, it is important to understand that EDDM is a relatively new service, and USPS is making every attempt to work through the kinks and listen to their customers needs to help enhance the service. One can visit USPS- Every Door Direct Mail for more information, or feel free contact Shweiki Media at 512-480-0860.

Shweiki Media's mission has always been to help publishers improve by providing the most profitable, hassle-free printing experience possible. This includes guaranteeing the highest quality product, exceptional customer service and on-time delivery.

As a printer and publisher, Shweiki Media also believes that this hassle-free experience includes making their clients better. Utilizing relationships with industry experts, Shweiki Media strives to educate clients and help them thrive in the exciting world of publishing--while having lots of fun along the way!

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