Introduction: A Comeback Story in the Digital Age
In a world flooded with digital ads—pop-ups, social media promotions, sponsored emails—it’s easy to assume traditional direct mail has been pushed to the sidelines. Yet, something surprising has happened over the past decade: unaddressed mail marketing has not only survived but evolved into a powerful tool for local businesses, especially in Canada and the United States.
In the U.S., it’s known as Every Door Direct Mail (EDDM), a program by USPS. In Canada, it’s called Neighbourhood Mail™, managed by Canada Post. Both programs make it possible for businesses to deliver marketing material directly to households without the need for names or mailing lists. And now, thanks to co-op mailers, digital integration, and improved accessibility, this “old school” method is thriving in the modern marketing mix.
Let’s dive into how these programs evolved, and why they’re still delivering results in the age of online ads.
The Birth of EDDM in the U.S.
The Every Door Direct Mail (EDDM) program was formally introduced by the United States Postal Service (USPS) in 2013 after a successful pilot in 2011. It was designed to democratize direct mail marketing by eliminating the need for address lists or expensive data rentals. Instead, businesses could target entire carrier routes based on geography and demographics.
This change leveled the playing field. Traditionally, direct mail was the domain of large enterprises—law firms, real estate brokers, financial services. But with EDDM, local trades and service providers—think landscapers, roofers, and cleaning companies—could now mail oversized postcards to every home in a neighborhood at a fraction of traditional costs.
EDDM simplified entry for small businesses:
- No mailing list required
- Easy online route targeting
- Drop-offs at local post offices
- Significantly reduced postage rates
It was a game-changer for community-based marketing, giving mom-and-pop operations the tools to reach thousands of nearby homes just like national brands.
The Rise of the Shared “Co-Op” Postcard in the U.S.
One major innovation that emerged from EDDM’s accessibility was the shared postcard model—also called community or co-op mailers.
Instead of one business covering the cost of a full mail drop, 12 to 16 non-competing local businesses could split the space on a large-format (usually 9×12-inch) postcard. This pooled model allowed each participant to advertise at a fraction of the cost while benefiting from a wide and saturated reach—often 5,000 to 10,000 households per drop.
This approach made it feasible for even the smallest local businesses—like coffee shops, hair salons, fitness studios, and family-owned restaurants—to participate in direct mail campaigns. It marked a profound shift in who could afford to be seen in the mailbox.
Canada Post’s Evolution: From Unaddressed Admail™ to Neighbourhood Mail™
While the U.S. was getting familiar with EDDM, Canada Post was already well into the unaddressed mail game.
In fact, the roots of what is now called Neighbourhood Mail™ date back to the late 1980s and early 1990s, when Canada Post began formalizing programs that allowed businesses to target households by postal route—urban, suburban, and rural—without needing individual addresses.
Originally branded as Unaddressed Admail™, the program aimed to:
- Make mass marketing more accessible
- Simplify logistics for advertisers
- Provide cost-effective geographic targeting
Rather than buying or maintaining a database, Canadian businesses could choose delivery zones based on Forward Sortation Areas (FSAs) or letter carrier walks—Canada’s unique system of postal segmentation. This meant full saturation of chosen neighbourhoods without overcomplicated planning.
From Big Box to Small Biz: Lowering the Barrier
Initially, Canada Post’s unaddressed mail service was mostly used by:
- Major retailers (e.g. Canadian Tire, grocery chains)
- Telecom companies
- Government election mailings
But the game changed as printing technology and logistics improved. Trade printers began offering gang-run printing, enabling small businesses to access high-quality print at lower prices.
Suddenly, independent restaurants, local real estate agents, home service providers, and other small operators could afford to get into mail marketing, using the same network as the big guys.
Rebranding to Neighbourhood Mail™: A Strategic Shift
In 2016, Canada Post rebranded the program from Unaddressed Admail™ to Neighbourhood Mail™. This wasn’t just a name change—it signaled a shift in purpose and tone. The emphasis was now on:
- Community engagement
- Local commerce support
- Trust and tangibility
Neighbourhood Mail™ became part of the Smartmail Marketing™ suite, alongside Personalized Mail™ and Postal Code Targeting™. Together, these services offer a modern, data-informed, omnichannel approach to print advertising.
Neighbourhood Mail™ continues to support flexible formats—postcards, flyers, catalogues, door hangers, and self-mailers—delivered across any chosen region, with the logistics handled entirely by Canada Post.
Co-Op Mailers in Canada: The Shared Postcard Movement
Inspired by the U.S. EDDM co-op model, Canadian printers and marketers quickly adapted. The result was the rise of shared jumbo postcards—most commonly 9×12 inches—featuring 12 to 16 non-competing businesses per card, delivered through Neighbourhood Mail™.
These shared mailers allowed even micro-businesses—like nail salons, cafes, local studios, and mobile service providers—to access professional print and reach 5,000 to 20,000 homes per campaign.
Thanks to gang-run printing and pooled postage, the cost became manageable. Businesses could participate for a few hundred dollars, rather than the thousands typically required for solo mail drops.
Why This “Old School” Channel Still Works
With ad fatigue and digital noise at an all-time high, unaddressed mail is experiencing a renaissance. Here’s why it still works:
Cross-Channel Boost: Mail pieces often drive visits to websites, social profiles, or local storefronts—especially when combined with QR codes or digital incentives.
Tangible Presence: A printed postcard on the kitchen counter gets more attention than a banner ad.
Less Competition: The average household receives far fewer mail pieces than digital ads, increasing visibility.
No Ad Blockers: Unlike digital ads, your message will be seen.
Local Trust: Consumers tend to trust and support nearby businesses who “show up” in their mailbox.
Integrating Digital and Print: The New Hybrid Model
Both Canada Post and USPS have embraced the fusion of print and digital. Modern unaddressed mail campaigns now incorporate:
- QR codes to custom landing pages
- Phone tracking numbers
- Social media callouts
- Promo codes tied to campaign drops
This integration allows businesses to track ROI, monitor engagement, and retarget audiences digitally—all triggered by a physical piece of mail.
The Future of EDDM and Neighbourhood Mail™
These programs are no longer static. Ongoing innovations from both USPS and Canada Post include:
- Better online route targeting tools
- Enhanced data overlays (demographics, home values, etc.)
- Easier onboarding for SMBs
- Full-service solutions through trade printers
As omnichannel marketing becomes the norm, Neighbourhood Mail™ and EDDM are key components in a diversified strategy, especially for local businesses aiming for measurable, high-intent exposure.
Final Thoughts: Back to the Mailbox
Despite the dominance of digital, there’s something powerful about holding a well-designed mailer in your hand. For local businesses trying to reach real people in real neighborhoods, unaddressed mail remains one of the most effective—and underrated—channels available.
Whether it’s called EDDM in the U.S. or Neighbourhood Mail™ in Canada, this marketing method has evolved, not disappeared. And with rising digital ad costs and increased competition for attention online, savvy marketers are circling back to the mailbox—and finding success there.
Roman Golod.
Contributor at Vaughan Spotlight
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