Tired of throwing money away on marketing that doesn't reach the right people? You're not alone. Many businesses struggle to connect with their ideal customers in a meaningful way. Every Door Direct Mail (EDDM) offers a targeted and cost-effective solution.
Imagine delivering your marketing message directly to the mailboxes of potential customers in specific neighborhoods. With EDDM, you can say goodbye to mass mailings that end up in overflowing recycling bins.
Instead, you can focus your efforts on reaching a highly targeted audience, control your budget, and track your results to see what's working and what's not. This blog post will guide you through everything you need to know about EDDM, from choosing the right neighborhoods and designing eye-catching materials to calculating your costs and maximizing your return on investment.
Ready to ditch the guesswork and start reaching more customers? We'll explain EDDM, its benefits, and how to get started.
What is Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a powerful marketing tool designed to connect businesses with local communities efficiently. The primary goal of EDDM campaigns is to reach the right people and create meaningful connections within the community.
Offered by the USPS, EDDM allows businesses to send mail to every address on a selected postal route without needing a specific mailing list. EDDM mailings provide an effective way to engage with potential customers.
Benefits of Using EDDM
One of the most significant benefits of Every Door Direct Mail is its affordability. It’s designed to be a cost-effective advertising method, particularly suited for local businesses aiming to increase visibility.
Unlike traditional direct mail marketing, EDDM eliminates the need for purchasing or maintaining mailing lists, allowing for broader and more inclusive outreach.
Cost-Effective
No need to purchase mailing lists or pay for high-end campaigns.
Localized Targeting
Focus on specific zip codes or neighborhoods.
High Visibility
Your message gets directly into people’s hands, making it hard to ignore.
Who Uses EDDM Postcards?
From local coffee shops to real estate agents, EDDM works for businesses of all sizes. It’s particularly useful for:
- Car dealerships
- Restaurants & Bars
- Attorneys
- Realtors
- Grocery stores
- Pizzerias
- Coffee shops
Restaurants and cafes can promote daily specials, home improvement companies can advertise seasonal services, and retail stores can announce sales or grand openings.
Selecting mailing service routes that match target demographics enables these businesses to reach potential customers in their local community.
Getting Started with Every Door Direct Mail
Launching an EDDM campaign is surprisingly simple. It involves a few straightforward steps that will help you reach the right audience and smoothly execute your marketing plan.
Choosing Postal Routes
Choosing the appropriate postal routes is an important factor for the success of an EDDM campaign. Businesses can use the EDDM Online Tool to select routes within a desired zip code, based on specific demographics derived from U.S. Census data, such as age, income, and household size. Utilizing this demographic data enhances targeting precision, making certain the EDDM postcard reaches the right audience.
This strategic approach helps maximize the campaign's impact by reaching customers who are more likely to be interested in the products or services offered.
Design Your Postcards
We'll explore design tips in more detail below, but first, let's cover the basics. Complying with the USPS size and format rules is important when creating your postcards. This allows your postcards to be processed quickly and delivered to your customers.
Think of it like following a recipe—if you don't use the right ingredients and measurements, your dish will not turn out as planned. The same goes for your postcards! Following the rules helps them get where they need to go smoothly.
Scheduling Your Drop-Off Date
Timing plays a pivotal role in the success of your EDDM campaign. When planning your EDDM drop-off date, align it with your marketing objectives and campaign goals. For instance, consider scheduling it a week before a major holiday sale or perfectly timing it for a special promotion, like a 'flash sale' on a particular day.
Tip: Scheduling your drop-off date in advance (up to 30 days), whether for a sale or a new product launch, can greatly enhance new customer engagement.
EDDM Design Tips
The design of your EDDM postcards is key to grabbing people's attention. This will help you attract more interest in your business, product, or service.
Tips for Writing a Compelling Message
Think of your EDDM postcard as a mini-advertisement. Your message needs to be clear, catchy, and easy to understand. Focus on your customers' benefits. Instead of just saying 'New Arrivals,' try 'Discover Exclusive Styles' or 'Save 20% on Your First Purchase.' Keep it concise—no one wants to read a novel on a postcard.
Make sure to include strong action words like 'Save,' 'Discover,' 'Experience,' and 'Enjoy' to encourage action.
Design Tip: When designing your EDDM postcards, it's crucial for your message to be easily read and understood. We've included a list of the most popular fonts in graphic design to help your message pop!
Create a Compelling Call-to-Action
Finally, include a clear call to action. Tell your customers exactly what you want them to do: 'Visit our store,' 'Call now,' 'Visit our website,' or 'Redeem this coupon.' You can write a message that grabs attention and encourages them to take the next step. The CTA must be clear, urgent, and easy to act upon.
Design Tip: Want to make your postcard even more interactive? Add a QR code directing recipients to specific web pages or offering coupons. For example, the QR code can direct the user to a special online offer or a page to book an appointment.
Design Guidelines
The minimum design size for EDDM postcards is 6.5 inches long and 8 inches high. The postcards must also include a designated area for the postage indicia, which should be prominently placed above the address block and more than 0.5 inches square.
Here's a breakdown of sizes:
- Standard: 6.25" x 9" (most common)
- Large: 6.25" x 11"
- Jumbo: 8.5" x 11"
- Oversized: 12" x 15"
Paper Stock Options
Selecting the right card stock is an important decision that can significantly impact the success of your EDDM campaign. Thicker card stock options such as 14PT or 16PT can enhance your postcards' perceived value and durability, making them more likely to be noticed and kept by recipients.
Glossy finishes can make colors pop and attract attention, while Matte finishes offer a more sophisticated and professional look. Ultimately, the best choice depends on your budget, brand aesthetic, and the desired message.
Maximizing the Impact of Your EDDM Campaign
Ready to take your EDDM campaign to the next level? Here are some powerful strategies to maximize your results:
Target Audience Analysis
You'll want to ensure that your postcard campaign effectively targets the right audience. Businesses should evaluate whether their products or services appeal to specific geographic customer groups.
Analyzing demographics such as customer age range, household size, and household income helps businesses select postal routes that align with their target audience. This targeted approach helps your marketing efforts reach the right audience and increase your chances of success.
Measuring Campaign Success
Tracking the performance of your EDDM campaign is important to understanding its effectiveness and profitability. Key performance indicators (KPIs) like response rates, conversion rates, and return on investment (ROI) are important for assessing campaign success. Response rates indicate how many people were interested in your offer by taking a specific action, such as visiting your website or making a phone call.
Conversion rates reflect the number of people who expressed interest and who actually became paying customers. Calculating ROI helps you determine the amount of money you made compared to the amount you spent on the campaign. Tracking these KPIs provides valuable insights into what is working and what is not, allowing you to refine your future EDDM campaigns for better results.
Tip: Understanding these metrics can take time and potentially be challenging, but it can help you make informed decisions about future campaigns, ensuring continuous improvement and greater success.
Final Thought
Every Door Direct Mail (EDDM) is a powerful marketing tool that can help businesses connect with local communities efficiently and cost-effectively. Understanding EDDM, how it works, the benefits, and how it offers businesses to leverage this tool to maximize their marketing efforts and reach a broader audience.
From setting up your EDDM campaign to designing effective postcards and measuring success, each step plays an important role in ensuring your campaign's effectiveness. We encourage you to explore EDDM and see how it can transform your marketing strategy and help you achieve your business goals.
