Route Planning Tips for Better EDDM Results
Every Door Direct Mail (EDDM) is an affordable mailing option that lets businesses deliver promotions to all homes within a chosen area, without the need for a customer address list.
By choosing specific routes, you can deliver postcards or flyers to an entire neighborhood for a fraction of the cost of traditional mail.
According to Keypoint Intelligence, 30% of Millennials and Gen Z open every piece of direct mail and thoroughly review what arrives in their mailbox. Physical mail still captures attention, giving businesses a rare chance to stand out without competing with endless digital noise.
Using effective route planning techniques with EDDM improves your campaign results.
What Is the Difference Between Direct Mail and EDDM Mail?
Traditional direct mail relies on named addresses and purchased mailing lists. Building a detailed mailing list can sometimes be expensive to buy or time-consuming.
Since you target specific people, you must include a full address on every piece of marketing mail you send. The method is ideal if you only want to reach a specific group of people.
EDDM offers broader visibility and simpler execution. Instead of picking individuals, you select mail routes.
You may not need to write down specific street addresses, as the mail carrier delivers your postcards to every mailbox along their designated route.
Is EDDM Expensive?
No. One of the most attractive features of the EDDM service is its affordability. Its postage rates are significantly lower than the cost of a first-class stamp.
Since postal workers don't have to sort individual addresses, the USPS passes those savings on to you. You can often send large, vibrant flyers at a cost much lower than for other advertising channels.
EDDM Retail, offered by Taradel, helps you save even more money. It offers a DIY route allowing you to handle the preparation yourself, which cuts down on service fees. You pay a discounted postage rate at the counter of your local post office.
While you do have to invest some time in bundling and paperwork, the option will maximize your return on investment (ROI).
The best choice between all-inclusive EDDM and EDDM Retail often comes down to your budget. The team at Taradel can help you choose effective marketing strategies that won't strain your budget.
Strategic Route Planning Tips for Better EDDM Results
The results you get from direct mailers will depend heavily on which streets you choose to target. If you run a lawn care business, for example, you wouldn't want to send flyers to an apartment complex where no one has a yard.
Analyze Your Current Customer Base
When considering postal route optimization, review where your best customers currently live. Mapping out these locations helps you identify the areas where people already recognize and trust your brand.
If you see a cluster of clients in one specific ZIP code, it makes sense to target the surrounding routes. Instead of starting your campaign with a standard list of numbers, use our Mapfire tool to see a visual heat map of your area.
The solution lets you apply demographic filters for advanced targeting. You choose mail recipients based on things such as:
- Past shopping habits
- Birthday or life events
- Previous brand interactions
- Homeownership status
Improving geographic targeting leads to enhanced direct mail campaigns by reinforcing your presence. It can help you turn a cold lead into a warm one.
Improved targeting also helps you avoid wasting money on neighborhoods that don't align with your business needs.
Identify Route Density and Type
Our interactive map doesn't just show EDDM targeting locations. It supports route planning techniques by providing a breakdown of single-family homes versus apartments or businesses on every route.
If you are a landscaping company, you can easily deselect apartment complexes to focus solely on houses with yards.
Advanced route density analysis makes it easier to boost conversion rates. Knowing the exact mailbox count helps you avoid the common mistake of ordering too many or too few prints.
Leverage Radius and Drive-Time Filters
Your best customers are probably within a short distance from your physical stores. Taradel tools allow you to set a radius or a specific drive-time boundary around your address.
You can then automatically select all postal routes within the zone. With our platform, you'll gain greater local visibility and stronger community connections.
It's also possible to position your brand as the obvious choice for neighbors who value convenience.
Test Response With Digital Syncing
Syncing your digital and mailing campaigns is one of the best EDDM success guidelines. Taradel elevates your marketing efforts by allowing you to take a multi-channel approach, including the following:
- Facebook Ads
- Google Ads
- Instagram Ads
Use our tools to monitor which neighborhoods respond best to synced campaigns. Then, adjust your future routes or messaging based on the results.
Frequently Asked Questions
How Long Does an EDDM Campaign Take to Launch?
You can launch an EDDM campaign quickly if you plan effectively. With an all-inclusive service, you'll reach your audience sooner because Taradel will handle the following:
- Printing
- Postage
- Delivery
After you approve your design, mailing can begin in a few days.
Can You Track Results From EDDM Campaigns?
Yes. Some tools you can use for tracking are:
- Promo codes
- Phone numbers
- Website URLs
- QR codes
Taradel offers online tracking for mailers to help you determine how people respond to your message. You'll see who visits your website or calls after receiving your postcard and make any necessary changes to your next campaign.
How Often Should You Mail the Same Routes?
Once a month or every few months. Mailing the same routes more than once helps people remember you.
Choose the best frequency depending on your budget and busy seasons. It's also good to send mailers a few weeks before a product launch or a promotional campaign.
Unleash the Power of EDDM for Your Business
EDDM is one of the most powerful tools for any business looking to dominate its local market. Improve route planning by narrowing your target audience.
Identify customers near your business, then convert them into loyal buyers by keeping in touch regularly and offering tailored deals.
Taradel gives you all the tools you need to run a successful mailer campaign. With Mapfire, you can preview local areas and get instant estimates for EDDM and digital ads.
Start planning your campaign to leverage advanced route planning.
