What Is Every Door Direct Mail (EDDM)?
Let's face it, the business world has become ever more competitive over the past decades. The corporate world is constantly in a state of flux, and it is becoming harder than ever to stand out from the crowd. In fact, many businesses are finding it difficult simply to maintain their current market share.
It seems like one day, you're number one, and the next, your business is struggling to survive. The days when you could just open a store and expect customers to come pouring in are gone forever; it's all about getting noticed now.
And there are many ways businesses and entrepreneurs are going about this in order to get noticed and stay in the game. One of the most popular ways is through social media marketing, which has proven itself to be one of the most effective ways for businesses to reach out to their target audiences.
Other ways businesses boost their exposure are through content marketing, email marketing, and even influencer marketing.
But what do all these methods have in common? Well, they require internet access, the use of a computer or other devices that connect to the web, and some level of knowledge. However, not every business has these resources, and this is why offline marketing strategies are still so important. One of these strategies is Every Door Direct Mail (EDDM).
But what is EDDM? And what are some of the benefits of using it? Keep reading to find out.
What Is Every Door Direct Mail?
Every door direct mail (EDDM) is a postal service that allows businesses to send out postcards, flyers, brochures, and other marketing materials to homes in their local area. It’s one of the most effective ways for businesses to reach potential customers who are not on social media or online.
Let's say you own a pizza business, and you want to reach out to potential customers in your local area. You could hand out flyers at local events or send postcards through the mail. But what if you don’t have time for that? What if you need a more efficient way to get your marketing materials into the hands of people who live near you?
EDDM is perfect for this kind of situation because it allows businesses to send out direct mail without having to do any physical work themselves. Instead, the postal service handles all of the legwork. It takes your marketing materials and sends them out to the right people. You don’t have to worry about making sure that your mailers go into the right hands; the United States Postal Service (USPS) will do it for you.
But like every marketing strategy, there is a process to follow, and if you want EDDM to work for your business, then there are a few things that you need to know. So let's take a look at what you need to do in order to get the most out of this kind of direct mail.
- Select Your Target Location
The first thing that you need to do is select your target location. You can use a zip code finder on the USPS website to narrow down your options, but it’s also important to consider what kind of demographic you’re trying to reach.
For example, if you're selling toys to parents with children, then you're going to want to focus on areas that are more populated by families. The same is true if you're selling products or services for businesses; you want to focus on areas that are populated by businesses rather than homes.
- Create an Eye-Catching Design
The most important aspect of your flyer, postcard, or brochure is the design. This is where you can really stand out from the crowd, but it also requires some thought and planning. Start by looking at other successful EDDM campaigns and see what they do to attract attention.
One thing that seems to work well is using bright colors and easy-to-read fonts. You also want to make sure that your design is simple, clear, and easy to read. In addition, you should include a number of elements on your flyer, such as:
- A headline or attention-grabbing phrase that explains what the offer is.
- A short description of the product or service being offered (this should be no longer than 4 sentences).
- A call to action.
- An image or two that will grab the attention of readers and make them want to learn more about what you are offering.
- Clear and concise contact information.
- A website link in case people want to learn more about what you’re offering
- An offer to sign up for your newsletter or email list.
- Choose Your Mailing Size and Shape
Depending on what you are sending, you will need to choose a size and shape for your mailer. For example, if you are sending out a postcard that is only going to have one or two pages of information on it, then you can use a standard business-sized postcard.
If you're sending a flyer, then you can use a standard 8.5" x 11" sheet of paper. However, if you are sending out something with more pages of content, then it is best to use a brochure or folded flyer.
The size of your mailer is important because it can help you save money on postage. The larger and heavier your mailer is, the more you will have to pay for postage. Therefore, when you are designing your mailer, it is important to pay attention to the size and weight of your mailer.
- Print and Send Your Campaign
Once you have your campaign ready to go, it’s time to print and send out your mail piece. You can do this yourself or hire a professional printer. If you choose to go with a professional printer, be sure that they offer full-color printing because it will give your campaign a professional look and feel.
If you choose to print the mailer yourself, be sure to use a high-quality inkjet or laser printer so that your mailers are crisp and clear. Once you have printed all of your materials, be sure to carefully assemble them into bundles before sending them out.
When it comes to sending out your mail pieces, you have a few options. You can either hire a professional mailing service to do it for you or send them out using the United States Postal Service (USPS). If you plan on sending your campaign materials through USPS, be sure to visit their website and find out what rates they charge.
- Track Your Campaigns
Once you have sent out your campaign materials, it’s time to track their effectiveness. You can do this by monitoring the number of responses that come in from your campaign. If your response rates are low, try changing the message on your campaign materials or sending them to a different audience.
Ultimately, the point is that you need to track your campaign’s effectiveness in order to determine whether or not it is working. You can also use this data to see where your campaign is failing and make improvements in the future.
Advantages of Every Door Direct Mail
- Easy to Design and Implement
Direct mail campaigns are easy to design. You can have a professional company create your pieces, or you can do it yourself. It all depends on how much money you have to spend, what type of mailer you want to send, and what kind of results you are looking for.
In addition, the process of sending your mailer is fairly easy. You just have to get the mailer ready for delivery and then drop it off at the post office. From there, the postal service will take care of the rest.
- Saves Time and Money
Direct mail campaigns are cost-effective, especially when you compare them to traditional advertising. They allow you to reach a large number of people with very little money. This makes them ideal for small businesses, startups, and startups looking to advertise on a budget.
Besides that, direct mail campaigns are also much faster than other forms of advertising. You don’t have to spend weeks planning, designing, and setting up your campaign. You can start running your direct mail campaign in just a few days.
- Ability to Specify Your Target Area
Direct mail campaigns allow you to specify the area you want to reach. This gives you a lot more control over your campaign and allows you to get better results on a small budget. You can target a particular neighborhood, zip code, or even a certain building if you want.
- No Addresses Required
Direct mail doesn’t require you to have the recipients' addresses. With EDDM, you don't need a mailing list because the postal service will deliver your mail to every household in the area you select. This means that you don’t have to spend any time collecting addresses for your campaign.
- Can Be Customised
Direct mail is highly customizable. You can add graphics, photos, and other print elements to make it more aesthetically pleasing and interesting. You also have the option of choosing different papers and sizes for your campaign.
- Ability to Track Results
Direct mail campaigns allow you to track the results of your campaign. Now there are several ways you can do this. You can track calls, create coupons, or use surveys.
You can also use the tracking data to determine what works best in your campaign and what needs to be changed. When you’re able to track the results of your Every Door Direct Mail campaign, it makes it much easier to know what areas need improvement.
Disadvantages of Every Door Direct Mail
- Blind Targeting
With EDDM, you're sending your mail pieces to the area you're targeting. However, you have no way of knowing who is receiving your mail piece and if they're the target audience, you're trying to reach.
This is because EDDM doesn't allow you to target specific demographics. Instead, you're relying on the postal service to deliver your mail pieces to the right area and hoping that they get into the hands of those who can benefit from them.
- Postage Costs Can Be Expensive
EDDM is a great way to send out postcards and other pieces of direct mail. However, the cost of postage can be extremely high. This is because the postal service charges by weight, not by size or number of pieces being mailed. So if you're mailing a small piece of a mailer, but it's heavy, you'll have to pay more for it than if you were sending out large mailers that are lightweight.
- The ROI Isn’t Always Clear
When you're mailing a direct mail piece. You can't be sure whether or not it will get opened or read when it's delivered, and you won't know if the recipient took action on any of the information until they respond to it. This makes it difficult to know if you're getting your money's worth.
- It’s Not Sustainable
If you're mailing out too many direct mail pieces, it can be a drain on your resources. It's also not sustainable if you're sending out mailers that aren't relevant to your audience or are outdated.
Businesses That Can Benefit From EDDM
- Local Service Businesses
Businesses that want to communicate directly with their customers can benefit from EDDM. This is especially true for businesses that provide local services and need to reach out to a specific area, such as plumbers or electricians.
- Local Retail Stores
If you have a small business or shop in a specific area, this is the perfect way to reach out to customers and let them know about your latest deals and offerings.
- Real Estate Agents
Realtors can use EDDM to reach out to potential homebuyers in their neighborhood and let them know about any new properties that are on the market.
- New or Emerging Businesses
If you have a new business, EDDM is a great way to get the word out about your services and products. You can send postcards that advertise your business and offer customers a special deal or promotion.
Restaurants can use EDDM to send out menus, coupons, and special offers to customers in their area. You can also send mini-postcards that advertise your restaurant and offer deals on specific days of the week.
There are many other businesses that can benefit from using EDDM. But there are also businesses that can’t. If you have a business that sells products or services that can be easily found online, EDDM may not be the best choice for you. The same goes for companies that already have a large online presence and don’t need to advertise in this way.
EDDM is a great way to reach out to your community and let people know about the services and products you offer. It’s also an effective way to get new customers.
You just need to make sure that your business is a good fit for this type of advertisement. If it is, EDDM can help your business grow and gain more customers. If it is not a good fit, it won’t be very effective for your business.
Also, EDDM is not a long-term campaign. You should use it as part of a larger marketing strategy that includes other forms of advertising and promotion.