Every Door Direct Mail (EDDM) can be a cost-effective direct marketing method that allows you to geographically target your message to every household within defined neighborhoods. Postage costs using this method can be about half as much as traditional mailing methods. However, just because it can be less expensive than conventional mailing methods does not mean it will be effective. You still still need to follow direct marketing best practices to maximize your chances of achieving a return on your investment.
What is Every Door Direct Mail?
EDDM is just what it says – Every Door Direct Mail. Once your direct mailer is designed and printed then the post office delivers it to every household and/or business in the neighborhoods you define. Your mailer can be a large jumbo sized postcard around 6”x11”, or an 8.5”x11” fold over mailer for instance.
Benefits of EDDM
Studies show that approximately 80% of local customers for a retail location come from within a 10-mile radius. EDDM allows you to target neighborhoods within this small radius of your business. If you run a small local store or are a large bank branch, EDDM can be a great way to get the word out to those most likely to be your customers and prospects. Better yet, EDDM is cost-effective. With postage as low $0.175 per piece for a “flat” (large mailer) as compared to $0.64 each when mailed conventionally, there is no less expensive way to send mail directly to households in this fashion. And, you do not need names and addresses for EDDM mailings. The postal carrier takes care of putting your mail piece into each mailbox when they are on their routes.
Doing EDDM Right
Just because EDDM can be easier, it does not mean that it is going to work. It does not matter how cost-effective the service is if recipients discard your mailing. You still need to use marketing best practices for your EDDM campaign to get the best results possible.
- Use a call-to-action. Let the people receiving your mailing know what action you want them to take. Do you want people to go to a landing page on your website or take a coupon to your store? Pick up the phone? Make the next step clear to your readers so they can act on the mailing.
- Convey urgency. Give your recipients a deadline for their action. Without an urgent deadline, people are less likely to act. If you have an offer or coupon, it should have an expiration date. This will help motivate people to take action.
- Track the results. If you don’t measure the results, you will not know if your campaign was a success. Include tracking codes on any coupons you send out. You can also track the response by using custom landing pages for each mailing or even tracking phone numbers. You can even use different tracking codes for different postal routes so you can identify the neighborhoods with the best response.
- Create an attractive design. Design affects response. Having a professional design your mailing can pay big dividends. If your mailing does not look professional, people are less likely to take action.
Done right, EDDM can be a cost-effective way to geographically target neighborhoods near your business with your marketing. When approaching your EDDM campaign, make sure that you employ direct response best practices to make the most of your advertising.