USPS Upgrades EDDM with Demographic Overlays

By | October 25, 2013

The USPS Every Door Direct Mail program has been a great boon to direct mailers looking to focus on specific geographic areas very inexpensively. But the trade-off for the lower postage rate has been inability to include names or sort by demographic categories. You purchase addresses by carrier route, but otherwise the mail is undifferentiated — including by name.

The program was screaming for demographic overlays, and overlays have been made available by individual service providers, but now the USPS is offering limited demographic overlays at no charge as part of the program.

Starting this fall, EDDM now offers the following demographic overlays at no additional charge to the mailer:

  • Household income
  • Age
  • Home ownership
  • Gender
  • Presence of children

The program is called HeatMap ROI. It’s not deep demographic segmentation, and names are still not provided as part of the program, but it does allow marketers to better select carrier routes to match the demographic profiles of their target audiences.

So if your clients are producing geographically targeted mailings and have been hesitant to use EDDM because of lack of differentiation by demographic, it’s time to take another look.

Want more information? Check out this video from EDDM.

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4 thoughts on “USPS Upgrades EDDM with Demographic Overlays

  1. Gina

    Hi Heidi.

    I can’t find any evidence that this is a program or application from the USPS. It appears HeatMap ROI was created by a company called Taradel and is used as part of their print, mail, and market services. If you have a direct link to this information on the USPS site could you please provide it? Thanks!

  2. Heidi Tolliver-Walker Post author

    I see what you mean. This blog came as a tip through a LInkedIn group discussion and one of the members was a USPS employee in EDDM, but I found the video through another source. I’m having my contact at USPS corporate communications follow up and clarify how the demographic overlays are provided.

  3. Katherine

    I do see some degree of targeting in the USPS tool, although the capabilities aren’t as robust.

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