Staying ahead of trends is crucial for small and medium-sized businesses (SMBs). With competition growing fiercer and consumer behaviors shifting rapidly, adapting to proven and emerging strategies can make or break a business.
Recent research conducted by Taradel in September 2024 offers compelling insights into the growing significance of Every Door Direct Mail (EDDM) as a powerful tool for advertisers.
With the new year here, EDDM is positioned to play an even more prominent role in marketing strategies for SMBs.
What Is EDDM?
Every Door Direct Mail (EDDM) is a service provided by the United States Postal Service (USPS) that enables businesses to send marketing materials, such as postcards, flyers, and menus, to every household within a specific area.
By targeting entire neighborhoods without needing a mailing list, EDDM offers a cost-effective solution for reaching local customers. This approach is particularly valuable for businesses looking to promote grand openings, special offers, or seasonal sales.
With customizable designs and a straightforward implementation process, EDDM empowers businesses to connect with their communities in a tangible and impactful way.
Direct Mail Projected to Grow in 2025
Direct mail remains a cornerstone of effective marketing for SMBs, and the findings from Taradel’s comprehensive survey highlight its enduring value.
The thirty-question survey, administered through SurveyMonkey, gathered responses from 266 business professionals across a variety of industries, primarily service-based businesses. While most respondents focus on B2C marketing, many also cater to B2B audiences, showcasing the adaptability of direct mail strategies. Here are the key insights:
- Top ROI Driver: Direct mail continues to lead as the top offline marketing channel for SMBs. An impressive 23% of respondents identified it as their most effective marketing tool, outperforming both online and offline channels.
- Steady Growth: A notable 87% of respondents plan to increase or maintain their direct mail efforts in 2025, reflecting a rise from 82% in 2023. This growth indicates the increasing trust businesses place in direct mail to cut through digital noise and foster meaningful customer engagement.
- Integration with Digital Campaigns: Direct mail has evolved to seamlessly integrate with digital marketing efforts, leveraging tools like QR codes, personalized URLs, and social media tags to drive omnichannel success. This synergy boosts customer engagement and amplifies overall campaign results.
Why EDDM Stands Out
As part of the direct mail family, EDDM offers unique benefits that make it a standout option for SMBs:
- Affordability: By eliminating the need for a mailing list and offering discounted postal rates, EDDM is one of the most cost-effective ways to reach a broad audience.
- Local Targeting: Businesses can select specific postal routes, ensuring their message reaches the most relevant neighborhoods.
- High Visibility: EDDM’s tangible format ensures that marketing materials are seen and handled by recipients, unlike digital ads that can be easily overlooked.
- Customizable Messaging: With professional design templates and printing options, EDDM campaigns can be tailored to suit any industry or promotion.
Highlighting the Future of EDDM
The survey results underline the growing momentum behind EDDM. Respondents emphasized the high ROI, ability to build brand awareness, and effectiveness in driving local traffic as key reasons for its sustained popularity.
According to the survey, 77% of SMBs using direct mail have either integrated their campaigns with digital channels or expressed interest in doing so. This growing interest in integration highlights the potential for even greater campaign performance in the coming years.
- Higher ROI: 60% of marketers reported an increase in ROI by combining direct mail with digital ads.
- Improved Conversion Rates: Coordinating these efforts can boost conversion rates by up to 28%.
- Enhanced Brand Recall: Integrated campaigns have been shown to improve brand recall by up to 75%.
- Increased Engagement: Consumers spend 30% longer engaging with social media ads after exposure to a direct mail piece.
Businesses that combined EDDM with digital channels reported even higher engagement rates, showcasing the power of an integrated approach. This synergy allows companies to capitalize on the strengths of both formats, creating a cohesive and impactful marketing strategy.
Looking Ahead
As SMBs plan their 2025 marketing strategies, EDDM is expected to play a pivotal role in achieving their goals. Its tangible, trustworthy nature resonates with consumers, while its ability to integrate with digital campaigns ensures it remains relevant in an increasingly online world. With 87% of survey respondents committing to maintaining or increasing their direct mail efforts, it’s clear that EDDM is more than a trend—it’s a proven solution for driving business growth.
Whether you’re looking to attract new customers, increase local visibility, or drive traffic to your website, EDDM offers a reliable path to success. As 2025 approaches, there’s never been a better time to explore how this versatile tool can transform your marketing efforts.
Want More 2025 SMB Insights?
For an in-depth look at the latest marketing trends, download Taradel’s FREE 15-page report from the 2025 Small Business Marketing Survey. The report offers valuable insights into the marketing tactics, strategies, and preferences of small businesses across the nation. Discover answers to key questions, including:
- How much do small businesses spend on marketing?
- Which marketing channels deliver the highest ROI?
- What are the biggest challenges facing businesses in 2025?
- Which type of lead is most valuable?
- How has AI impacted SMB marketing tactics?
And much more! Download your free copy today to stay ahead of the curve and optimize your marketing strategy for 2025.
DOWNLOAD HERE: 2025 Small Business Marketing Survey
