Insurance agents and car dealers use EDDM (Every Door Direct Mail) for the same job: staying familiar to every household in a territory, so they come to mind first when someone is ready to switch policies or buy a car. At the time of writing, 5,000 6.5 x 9 postcards with Full Service cost $2,643.17 before tax, postage included.
Why these two businesses mail the same way
People shop for insurance and cars rarely, and the window when a household is actively looking is short. You can't predict which homes are in that window this month, so the practical approach is to show up in the whole territory on a steady schedule. EDDM does that: it mails every address on the carrier routes you pick (a carrier route is the path one mail carrier covers each day), with no mailing list to buy.
Both businesses also share three traits that shape the mailing: a high value per customer, advertising rules you have to follow, and often co-op money from a carrier or manufacturer that can pay for part of it.
Plan the territory as a rotation
- Map the territory. List the ZIP codes and carrier routes in your agency's market or your dealership's trade area.
- Split it into zones. A core area close to the office or store, and outer zones.
- Mail the core every time and rotate the outer zones quarterly or twice a year.
- Track by zone with a unique phone number, QR code or offer code, so you know which neighborhoods respond.
The route map shows the homes and businesses on every route and the all-in price as you build the list, before you give any contact details. Create an account, confirm your email and save a route list to get a welcome credit; it applies automatically to a first paid order within 60 days: $25 off, or $50 off at $500 or more (before tax and USPS postage). Multi-rooftop dealer groups and multi-office agencies can give each location its own routes so the mailings don't overlap.
Insurance agents: what to mail
- Auto and home bundles. "Bundle your home and auto and ask how much you could save" (example copy; check any savings claim with your carrier first).
- Free rate reviews. "Free rate comparison. No obligation." A QR code to a short form captures contact details.
- Life insurance. Routes with younger, larger households suit income and mortgage protection messages.
- Medicare. The Annual Enrollment Period runs October 15 to December 7, and many Medicare agents mail around it on routes with many older residents.
Compliance: insurance advertising is regulated state by state, and many states require your license number on marketing. Medicare marketing is regulated by CMS; review the current rules on the CMS managed care marketing page and send every Medicare card through your carrier's compliance review before you print.
Car dealers: what to mail
- Service specials. The service department is often a dealership's steadiest revenue. "Free multi-point inspection with any service this month" (example copy) gives any car owner nearby a reason to visit.
- Model launches. A lifestyle photo, three or four features, payment messaging and a test-drive invitation.
- Trade-in and inventory campaigns. "We'll buy your car even if you don't buy ours" is a common, clear message when you need used inventory.
- Month-end and year-end events. Give people a date to act by, and plan with a buffer: you choose production speed when you order, and USPS does not guarantee EDDM delivery dates.
Compliance: payment and financing ads trigger federal and state disclosure rules, so have your finance or compliance team review any payment figure. If you use manufacturer creative, follow their brand and co-op rules.
Size: vehicle photos need room. A 9 x 12 flyer gives them space; an 11 x 17 flyer gives more, but it is printed flat and mailed folded to 8.5 x 11, so design the panels with the fold in mind.
Co-op funds can pay for part of it
Some insurance carriers and many auto manufacturers run co-op programs that reimburse part of an agent's or dealer's local advertising, and direct mail can qualify. The rules differ by program, so confirm them before you plan around the money:
- Use approved creative or get pre-approval, and build that time into the schedule.
- Keep documentation: the invoice and the USPS postage statement are your proof of mailing.
- Mind the budget year: co-op funds often reset, so plan mailings before they lapse.
What a territory mailing costs
Real prices at the time of writing, before sales tax. Full Service includes printing, bundling by carrier route, USPS paperwork, delivery to the Post Office and postage.
| Full Service | 5,000 pieces | 10,000 pieces |
|---|---|---|
| 6.5 x 9 postcard | $2,643.17 ($0.53 each) | $4,990.05 ($0.50 each) |
| 9 x 12 flyer | $2,730.64 ($0.55 each) | $5,147.46 ($0.51 each) |
| 11 x 17 flyer (mailed folded) | $3,576.83 ($0.72 each) | $6,603.80 ($0.66 each) |
A year of quarterly 5,000-piece postcard mailings is 4 x $2,643.17 = $10,572.68 before tax. 8.25% sales tax is added at checkout on everything except USPS postage, in every state. If you'd rather bundle and drop off yourself, Print Only covers the printing; you pay USPS $0.26 a piece at the Post Office, plus shipping.
Break-even, as arithmetic: divide the mailing cost by what one new customer is worth to you. If a new insurance household is worth $1,000 in commission (a hypothetical; use your own), a $2,643.17 mailing breaks even at 3 households. For a dealer, divide by gross profit per sale or per service visit instead.
When EDDM is the wrong tool: if you need to reach specific people (owners of one make, leases ending, people turning 65, a competitor's customers), an addressed list costs more per piece but wastes less. EDDM mails every address on a route.
Frequently asked questions
How much does insurance direct mail cost with EDDM?
At the time of writing, 5,000 6.5 x 9 postcards with Full Service cost $2,643.17 before tax and 10,000 cost $4,990.05, postage included. Current prices for every size are on the pricing page.
Can I use EDDM for Medicare marketing?
You can mail Medicare material by EDDM, but CMS and carrier rules apply to the content. Get compliance approval before printing.
Can an 11 x 17 flyer go out by EDDM?
Yes. It is printed flat and mailed folded to 8.5 x 11, which qualifies as an EDDM flat.
How often should an agency or dealership mail?
Many mail the core territory quarterly and add routes for launches, enrollment periods and sales events. Track each mailing with its own code or phone number.
Ready to map your territory? See the homes on your routes and the price, or read about car service mailings on our auto repair EDDM page. Questions? Call (346) 306-EDDM (3336).
