In the fast-paced world of digital marketing and advertising, traditional methods like direct mail might seem like relics of the past. However, Every Door Direct Mail (EDDM) is a timeless and effective marketing strategy that continues to thrive in the age of smartphones and social media. EDDM combines the tangible appeal of physical mail with the precision of modern targeting, making it a valuable tool for businesses of all sizes. In this article, we will explore what EDDM is, how it works, and why it remains a relevant and powerful marketing option.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail, often abbreviated as EDDM, is a direct mail marketing service offered by the United States Postal Service (USPS). Unlike traditional direct mail campaigns that require businesses to purchase mailing lists and individual postage, EDDM allows businesses to reach specific geographical areas without the need for addresses or names.
Instead of targeting individual recipients, EDDM focuses on entire neighborhoods or postal routes. Businesses can select the areas they want to target based on factors such as location, demographics, and postal routes. This highly targeted approach helps businesses get their marketing materials into the hands of potential customers who are most likely to be interested in their products or services.
How Does EDDM Work?
Choosing Your Target Area: The first step in an EDDM campaign is selecting the geographical areas you want to reach. USPS provides tools and resources to help you identify and map specific postal routes or neighborhoods.
Designing Your Mailer: Once you’ve chosen your target area, you’ll need to design your mailer. This can be a postcard, brochure, flyer, or other promotional material. Make sure your design is eye-catching and includes essential information about your business, products, or services.
Printing Your Materials: After finalizing your design, you’ll need to print the marketing materials. After printing we will move your mailer to our mailing department for processing
Preparing Your Mailers: EDDM mailers must meet specific USPS requirements, including size and format guidelines. You’ll also need to bundle and prepare your mailers for delivery to the post office.
Payment, Submission and Delivery: Pay the postage fees with us and we’ll deliver your mailer to the correct post office. Your mailers will be delivered to every mailbox on the selected postal routes, ensuring broad exposure to potential customers.
Benefits of EDDM:
Cost-Effective: EDDM is often more cost-effective than traditional direct mail campaigns because it eliminates the need for purchasing mailing lists and individual addresses. Businesses can reach a large audience at a lower cost per piece.
Hyperlocal Targeting: EDDM allows businesses to target specific neighborhoods or postal routes, making it ideal for local businesses looking to attract customers in their immediate vicinity.
Tangible Impact: Physical mail has a tangible and memorable quality that digital marketing can’t replicate. EDDM mailers are more likely to be noticed and remembered by recipients.
Simple and Convenient: EDDM is a straightforward process that doesn’t require a deep understanding of direct marketing. USPS provides tools and resources to help businesses get started.
Customization: Businesses can customize their EDDM mailers to suit their branding and marketing objectives. This flexibility ensures that the message resonates with the target audience.
Measurable Results: While EDDM doesn’t offer the same level of real-time tracking as digital marketing, businesses can still measure the effectiveness of their campaigns by tracking response rates and sales in the targeted areas.
Tips for a Successful EDDM Campaign:
Know Your Audience: Research and understand the demographics and preferences of the residents in your target area to tailor your message effectively.
Compelling Design: Invest in professional design to create visually appealing and persuasive mailers.
Clear Call to Action (CTA): Include a clear and enticing CTA to encourage recipients to take action, whether it’s visiting your store, calling for a quote, or visiting your website.
Consistency: Consistency in branding and messaging across all marketing materials helps build trust and recognition.
Follow-Up: Consider follow-up strategies to maximize the impact of your EDDM campaign, such as email marketing or social media advertising to reinforce your message.
Every Door Direct Mail is a time-tested marketing strategy that offers a unique blend of modern targeting capabilities and the timeless appeal of physical mail. Whether you’re a small local business or a larger corporation, EDDM can be a valuable addition to your marketing toolkit, helping you reach the right audience in the right place at the right time.
Want to learn more or need help with your next Every Door Direct Mailers? Our team of experts are here to help. Contact us online or give us a call directly at 800-942-1066.