Every Door Direct Mail (EDDM) is a great choice for businesses trying to reach their target audience. It provides extensive geographic coverage and offers a tangible advantage over digital communications that leads to greater engagement rates. As an innovative and cost-effective marketing tool, EDDM is perfect for those in need of a direct mail DIY option.
However, crafting a successful direct mail campaign is often easier said than done. There are a lot of small moving parts of a campaign that require attention. From targeting the right postal routes to tracking the results of the campaign, undertaking an EDDM on your own can be challenging. In this guide, we cover how to develop a comprehensive direct marketing plan, so you’ll be able to see success with this DIY option.
Understanding Every Door Direct Mail (EDDM)
Every Door Direct Mail is a service provided by the United States Postal Service (USPS) that allows businesses to reach a specific geographic audience without the need for a specific mailing list. With EDDM, businesses can target neighborhoods, ZIP codes, or specific areas, making it an ideal choice for small and local businesses looking to connect with their immediate community.
The DIY Advantage
One of the key advantages of EDDM is its do-it-yourself nature. Unlike traditional direct mail campaigns that often require extensive resources and third-party involvement, EDDM allows individuals to take control of the entire process. This not only reduces costs but also provides a level playing field for small businesses competing with larger counterparts.
Define Your Objectives
The first step of your campaign should be to define your objectives. This foundational phase involves clarifying the specific outcomes you aim to achieve through your direct mail efforts. Whether your primary focus is on increasing brand awareness, driving sales, or promoting a particular product or service, a clear understanding of your objectives will serve as the guiding force throughout the campaign.
This step not only sets the tone for the entire marketing plan but also helps in tailoring your message and design to effectively resonate with your target audience. By articulating your goals, you create a roadmap for success, ensuring that every aspect of your EDDM campaign aligns with the overarching objectives, ultimately maximizing the impact of your direct mail marketing efforts.
Understand Your Audience
After you have a clear understanding of your goals, you’ll then need to take the time to understand your ideal audience. This step requires diving into the demographics, preferences, and behaviors of your ideal audience. You can then figure out which geographic area you aim to reach. For instance, if your target audience is comprised of homeowners, you’ll want to pick the postal route that is composed of mostly single-family residences.
Furthermore, by gaining insights into the characteristics of your potential customers, you can tailor your messaging, design, and offer to resonate with their needs and interests. Whether it’s crafting a message that speaks directly to their concerns or incorporating visuals that align with their lifestyle, knowing your target audience enables you to create a more personalized and compelling EDDM campaign. This understanding not only enhances the relevance of your marketing materials but also increases the likelihood of engagement and response, making your EDDM efforts more effective in establishing a meaningful connection with the local community.
Create Your Mailer
Designing eye-catching materials is a critical facet of a successful EDDM campaign. The visual appeal of your postcards plays a pivotal role in capturing the attention of your target audience. Utilize striking imagery, vibrant colors, and a clean layout to create materials that stand out in the mailbox and leave a lasting impression.
Additionally, a compelling headline and concise messaging are essential for conveying your offer or message effectively. Keep in mind that recipients often make split-second decisions about whether to engage with a piece of direct mail, so make every element count. The goal is to create a visually appealing and coherent design that not only reflects your brand identity but also entices the recipient to take the desired action, whether it’s visiting your store, redeeming a coupon, or exploring your website. In the competitive world of direct mail, a well-designed piece can be the key to capturing attention and driving the success of your EDDM campaign.
We offer free design templates to make the whole process simple and fast. For those on a budget and crafting a campaign on their own, this option is incredibly handy and cost-effective.
Track Your Results and Improve
Once you’ve created your direct mail postcards, the next step is to track your results and improve for the next time you send out postcards. Monitoring and measuring the results of your EDDM campaign is a crucial step in refining and optimizing your marketing strategy for the future. Tracking key metrics such as response rates, website visits, and conversions provides valuable insights into the effectiveness of your campaign.
Analyzing this data allows you to understand what worked well and identify areas for improvement. By monitoring results, you gain a deeper understanding of your audience’s response to your message and design, enabling you to make informed decisions and ensure a successful direct mail campaign in the future. Whether it’s assessing the success of a particular offer or understanding the timing that yields the best response, the ability to measure results empowers you to adapt and enhance your EDDM strategy for maximum impact. This iterative approach ensures that each subsequent campaign becomes more refined and tailored to the preferences of your target audience, ultimately contributing to the long-term success of your direct mail marketing efforts.
Tips for Success
There are a couple of tips to keep in mind when crafting a successful direct mail campaign. For starters, timing and scheduling are pivotal factors for the success of your EDDM campaign. You should consider the seasonality of your business, industry trends, and any special promotions or events when planning the distribution of your materials.
By understanding the optimal times to reach your target audience, you can significantly impact the effectiveness of your campaign. Whether it’s aligning with peak buying periods or capitalizing on local events, a well-timed campaign can maximize engagement and response rates. But planning ahead is crucial, as you’ll need to take into account the production and printing time to ensure your materials are ready to be delivered at the opportune moment.
Additionally, the size of your postcard plays a crucial role in capturing attention and conveying your message effectively. While EDDM offers flexibility in choosing the size of your mail piece, it’s essential to strike a balance between standing out and providing enough space for impactful content. Larger postcards may grab more attention, but smaller sizes can be more cost-effective.
Consider the visual elements, such as images and text, that you want to include, and choose a size that complements your design. Testing different sizes in your campaigns allows you to gauge audience response and refine your approach for future mailings. Finding the right balance in timing and postcard size is key to unlocking the full potential of your EDDM campaign and ensuring its success throughout the business year. The sizes that you can choose from include:
- 4.25 x 11
- 6.25 x 9
- 6.25 x 11
- 8.5 x 11
- 11 x 17
Depending on your budget, you may have to weigh the costs of a large-sized postcard with the number of households you wish to target. If you opt for a smaller-sized postcard, you’ll be able to reach a larger number of households.
Get Started on Your EDDM Campaign
EDDM has emerged as a DIY platform that puts the power of direct mail marketing into the hands of businesses, regardless of size. By following the steps outlined in this guide, you can create a comprehensive EDDM campaign that not only fits your budget but also resonates with your target audience. As you navigate the world of EDDM, remember that experimentation and adaptation are key to unlocking the full potential of this cost-effective and impactful marketing tool
EDDM campaigns are DIY-friendly and a great budget-friendly option. However, undertaking this project alone can be challenging without the right resources. With our all-in-one platform, you’ll have tons of marketing tools at your fingertips. From free design templates to targeting tools, you’ll have all the resources you need to craft a successful direct mail campaign. To get started on your next direct mail campaign, start using our platform to create your postcard.
