Many small businesses look to stretch their marketing budget far and direct mail can often seem like an expensive and time-consuming endeavor, especially during the mailing list creation phase. However, there is an affordable way to bypass creating or buying a direct mailing list.
Every Door Direct Mail® (EDDM) delivers your mailers to every household on the postal route you choose, so you won’t need to worry about building a mailing list. This makes it a great option for small businesses looking to target local areas. If you would like to learn more about this targeting platform, we’ll go over some of the basics of EDDM, including the main benefits of this type of platform and how to get started.
Why Choose Direct Mail Marketing?
Incorporating direct mail marketing into a small business’s overall marketing plan offers an array of benefits. One of the most significant benefits direct mail provides is a tangible and personalized connection with the target audience, fostering a sense of engagement that digital channels may struggle to achieve. It allows businesses to establish a local presence and build brand recognition within specific geographic areas.
Additionally, modern direct mail marketing doesn’t have to be stuck in the past. Though it’s a more traditional form of marketing, direct mail has evolved significantly over the years, adapting to changing consumer behaviors and technological advancements. While many businesses have shifted their focus to digital marketing channels, direct mail continues to offer unique advantages, especially for small businesses looking to connect with local communities.
In the past, a successful direct mail campaign required a meticulously curated direct mailing list, including specific demographic information about potential customers. This process was not only time-consuming but also expensive. However, with the advent of Every Door Direct Mail (EDDM), small businesses can leverage the benefits of direct mail marketing without the need for an exhaustive direct mailing list.
Understanding EDDM
Understanding the basics of EDDM is fundamental for small businesses seeking a simplified and cost-effective approach to direct mail marketing. EDDM operates on the principle of geographic and demographic targeting, enabling businesses to reach their desired audience without the need for an extensive mailing list.
Businesses can select specific ZIP codes, carrier routes, or neighborhoods to ensure their marketing materials reach every household in the chosen area. This targeted distribution method streamlines the process and minimizes costs, making it an accessible option for businesses of varying sizes. EDDM also offers flexibility in terms of mailer sizes, allowing businesses to choose the format that best suits their marketing message. By grasping these foundational aspects of EDDM, businesses can harness the power of direct mail without the complexity traditionally associated with mailing list creation
The Benefits of EDDM
There are many benefits of EDDM, including cost-efficiency, simplified targeting, local engagement, and customizable sizes. One of the most attractive benefits to small businesses is the affordable pricing options. EDDM stands out as a cost-effective solution, making it an excellent option for businesses looking to maximize their marketing budget. Unlike traditional direct mail campaigns that often require purchasing or maintaining mailing lists, EDDM eliminates these expenses. By focusing on geographic and demographic targeting, businesses can reach their intended audience without the financial burden of acquiring extensive contact data. This cost efficiency allows small businesses, in particular, to allocate resources strategically and achieve a higher return on investment.
Simplified targeting is another key benefit of EDDM. With this approach, businesses can pinpoint specific areas, ZIP codes, or carrier routes, streamlining the process of reaching their desired demographic. This simplicity not only saves time but also enables businesses to fine-tune their marketing strategy with ease. Whether a business aims to target a particular neighborhood or a broader local area, EDDM provides a user-friendly platform for selecting and defining the target audience, making it accessible for businesses without intricate marketing expertise.
Local engagement is another advantage of EDDM. For businesses striving to establish a strong presence within their community, EDDM allows them to connect with local residents easily and directly. By tailoring marketing materials to the unique characteristics and interests of a specific area, businesses can create a personalized and relatable message that resonates with their local audience. This localized approach fosters a sense of community and trust, which can be instrumental in building long-term customer relationships.
Customizable sizes round out the benefits of EDDM, offering businesses the flexibility to choose the most suitable format for their marketing materials. Whether it’s a postcard, flyer, or brochure, EDDM accommodates a variety of creative options. This adaptability not only enhances the visual appeal of the marketing materials but also allows businesses to convey their message effectively. By providing the freedom to tailor the size and design of the mailers, EDDM empowers businesses to create impactful and memorable campaigns that capture the attention of their target audience.
How to Get Started With EDDM
With so many benefits, EDDM is a great choice for small businesses looking to target specific geographic areas. However, many businesses are unsure of where to start. Luckily, the process is simple and easy when you follow the correct steps.
Define Your Target Area
The first thing you’ll want to do is define your target area. You may already have an idea of the location you would like to target. Or, you may need to do some research on demographics to find the best areas to target. You’ll want to consider the location of your business, the demographics of your ideal customers, and any other relevant factors. The USPS provides tools and resources to help you choose the right areas based on ZIP codes, carrier routes, and more.
Design Engaging Marketing Materials
For the next step, you’ll want to focus on the actual creation of your mailers. Your design should be visually appealing and convey a clear message about your products or services. You may also want to consider your specific audience when crafting your design and message. You’ll want to choose content that resonates with them. But don’t forget to include a call to action to encourage recipients to take the next step, as this is a highly important element of any direct mail piece. Businesses should always pay attention to the layout and ensure that the call to action is prominently featured. The overall goal is to create a lasting impression that resonates with the target audience, prompting them to take the desired action so this is crucial to success.
The design of these materials serves as the visual ambassador for the business, capturing the attention of potential customers and conveying a compelling message. The key to success lies in creating visually appealing content that aligns with the brand identity while communicating the value proposition effectively. Incorporating vibrant colors, interesting and powerful imagery, and clear, concise messaging can enhance the overall appeal of the marketing materials.
Consider the Postcard Size
The size of the postcard not only influences the visual impact but also affects the cost of printing and mailing. Choosing the right size ensures that the postcard stands out in mailboxes without being overwhelming, striking a balance between attention-grabbing and practicality. Additionally, understanding the preferences of the target audience and the nature of the message can guide the decision on postcard size. Whether opting for a standard size or a larger, more eye-catching format, businesses should align the postcard size with their branding strategy and the specific goals of the EDDM campaign.
Monitor and Analyze Results
As with any marketing campaign, it’s essential to monitor and analyze the results of your EDDM efforts. Track the response rate, measure customer engagement, and gather feedback to assess the impact of your campaign. This data will be valuable for refining your approach in future mailings and improving the overall effectiveness of your marketing strategy.
Putting Together an EDDM Campaign for Your Business
EDDM campaigns offer a lot of value for small businesses on a budget. The platform allows businesses to reach and engage with their target audience and build their brand presence in communities without the need for a direct mailing list. If you’re looking to get started on your own EDDM campaign, the steps are simple thanks to the simplified targeting options and easy-to-use platform.
However, if you want a truly hassle-free experience, then you might want to consider working with us on your next direct marketing campaign. We offer free design templates and take care of all of the mailing logistics so you don’t have to. Check out our plans and pricing to find the best option for your business.
