In the age of digital overload, where emails can be dismissed with a click and online ads blend into the background, one traditional method of communication stands out for its ability to physically reach and engage potential customers right where they live. Yes, we’re talking about Direct Mail Marketing – a strategy as relevant today as it was decades ago, perhaps more so in our digitally cluttered world.
Every Door Direct Mail (EDDM) is a game-changing DIY direct mail marketing solution offered by the USPS. EDDM enables businesses of all sizes to send mail pieces to specific neighborhoods or zip codes without the need for a mailing list, making it an accessible and straightforward approach to reaching local customers.
Understanding EDDM
Every Door Direct Mail (EDDM) is an innovative strategy for businesses to leverage when organizing their DIY direct mail tactics, especially for targeting every household or business within a specified neighborhood. Unlike conventional methods, EDDM eliminates the need for specific addresses or mailing lists. Instead, it facilitates the distribution of promotional materials to every door within chosen postal routes. This simplification lowers operational costs significantly.
One of the key benefits of this DIY Direct Mail tactic is its geographical targeting approach. Instead of concentrating on individual consumer targeting, EDDM allows businesses to focus their campaign efforts on specific regions or neighborhoods. This makes it an excellent tactic for local businesses seeking to enhance their community presence or launch new products or services into their local markets. Therefore, understanding and utilizing EDDM as part of your DIY Direct Mail tactics can provide a unique edge to your marketing endeavors.
How EDDM Functions
Operating under the premise of simplicity and accessibility, EDDM involves a few straightforward steps. First, a business selects postal routes where their potential customers reside using an online tool provided by USPS. They then create their mail pieces according to USPS guidelines, drop them off at the designated post office, or arrange for them to be picked up. The postal service takes care of the delivery, ensuring that every household or business on the chosen routes receives the mail piece.
Differentiating EDDM From Traditional Direct Mail Marketing Approaches
The most notable difference between EDDM and traditional direct mail marketing lies in the need for a mailing list. While traditional approaches require businesses to either purchase lists or compile their own through customer interactions, EDDM bypasses this requirement entirely, allowing for a broader reach without the additional time and expense of list acquisition and management. Furthermore, because EDDM targets geographical locations rather than individual consumers, it offers an unparalleled opportunity to blanket an area with promotional material, ensuring maximum exposure.
Another key differentiation is the cost. Traditional direct mail often involves higher expenses due to the need for more precise targeting and postage costs associated with individual addresses. In contrast, EDDM benefits from simplified pricing and larger, more economical mail drops, making it a more cost-effective option for businesses on tighter budgets.
Targeting your audience is also possible with the right tools. Using our online tool, Mapfire, businesses will be able to choose their target areas based on demographic data such as age, income, or homeownership status. This tool, combined with the postal service’s handling of the mail pieces’ distribution, streamlines the marketing process, making direct mail accessible even to those with limited marketing experience or resources.
By utilizing EDDM, businesses can leverage the postal service’s extensive network and logistical expertise to ensure their marketing messages reach the doorsteps of potential customers efficiently and effectively. This partnership not only democratizes access to powerful marketing tools but also enhances the reliability and reach of direct mail campaigns.
How To Get Started With EDDM
Launching an EDDM campaign can be a straightforward and rewarding process, especially when leveraging our services. One of the first tasks you should consider is the geographic area you would like to target. Selecting where to send your mailers is crucial. Consider areas where your target audience resides or areas that could benefit most from your products or services. Utilize demographic information such as age, income, and household size to further refine your target areas. Our EDDM service can assist you in identifying the right spots with precise mapping tools and demographic filters.
Step-By-Step Guide on the Preparation Process for an EDDM Campaign
- Choose Your Mail Route: Start by selecting the postal routes you want to target using our easy navigation tools.
- Design Your Mailer: Craft an engaging and visually appealing mailer. We can help with templates and custom design solutions.
- Select Mailer Size and Print: Decide on the size of your EDDM® mailer and proceed to print. Remember, different sizes can impact postage rates and visibility in the mailbox.
- Bundle Your Mail: USPS requires that EDDM mail be bundled in specific quantities. Make sure you follow these guidelines to ensure delivery.
- Submit Your Mailing: Drop off your bundled mailers at the designated post office, or use our EDDM service to handle submission for you.
Best DIY Direct Mail Tactics
Running an EDDM campaign involves an expert blend of smart strategizing, flawless execution, and purposeful follow-up. To ensure your direct mail efforts pack a punch, it’s wise to adopt a few best DIY direct mail tactics.
One of the best DIY direct mail tactics is to segment your audience. Despite choosing geographic areas, consider further segmentation by demographics for personalized messaging. Remember, consistency rules in marketing. So, planning for multiple drops can help build the desired recognition and trust with your audience.
To make your campaign more impressive, create a multi-channel experience. This means your direct mail campaign should run concurrently with your digital marketing efforts, like social media or digital ad campaigns. This integration can strengthen your message across different platforms. And, to instigate quick responses, pepper your mailers with exclusive, time-bound offers. To help your mailers pop out, you may opt for larger format mailers available via our EDDM service.
As you execute your EDDM campaign, it’s crucial to track and measure the response. Use custom tracking codes like QR or personalized URLs (PURLs) on your mailers to track online customer engagement. Unique offer codes for redemption can help you keep a tab on response rates and compute the ROI. Leverage surveys and feedback forms to get direct responses from customers and determine how they discovered your offer.
Unlock the Advantages of DIY Direct Mail: Embrace EDDM for Local Marketing Success
Businesses keen on leveraging DIY direct mail tactics will find EDDM to be a valuable asset. It stands out as a cost-effective, efficient strategy for those targeting specific neighborhoods or communities, eliminating the high costs and complexity typically associated with direct mail campaigns. Embracing EDDM within your DIY direct mail tactics offers not just savings, but also the potential for significant impact through precise targeting.
Remember, in leveraging the power of direct mail, blending creativity with consistency under the umbrella of DIY tactics like EDDM can significantly amplify your reach and impact within your target communities. Get started on your DIY direct mail campaign today on our easy-to-use platform.
