What Is EDDM Direct Mail Marketing, and How Does It Benefit Your Firm

Did you know that 40 percent of Americans say they look forward to checking their mail every day? This includes people of all ages. In the current climate, people look forward to getting their mail more than usual.

These facts may be why you’ve thought about using direct mail for your next marketing campaign. You might be wondering specifically about every door direct mail (EDDM) and if it is the right fit. During these uncertain times, as businesses start opening back up, EDDM could be a great marketing tool to use to attract new clients. For example, it can assist businesses with reaching local prospects to your location.

Since the outbreak of the COVID-19 pandemic, most consumers are trying to shop and eat local to help their communities. Spend your marketing dollars wisely and consider using a tool that is cost effective and allows you to easily market to those closest to you.

What is EDDM, and what benefits does it have for your business? This guide has all your answers.

What is EDDM?

Every door direct mail is a Postcard service that allows businesses an easy way reach potential prospects within a postal carrier route. This is a unique service offered by the United States Postal Service that allows business to send targeted direct mail without the hassle of owning a mailing list, postal permit or doing mass mailings.

 What Are the Benefits of EDDM?

EDDM’s biggest benefit is the potential reach to local prospects to their business.  The program was designed with the small retail/restaurant in mind, allowing them an easy way to send direct mail to those businesses and residents closest to their location. There is no mailing list needed. So, you can select the postal carrier routes you want to mail to and you can facilitate your own mailings without owning a mailing permit.

With the EDDM program, you can get your cards printed, bundled and mailed out to the retail post offices all on your own, for a low postage rate of $.225 apiece. For larger EDDM mailings, you have the ability to leverage a mail house. Here you can see increased postage savings of close to $.06 apiece.

Can Your Business Benefit?

EDDM is a great beginner program for businesses that are looking to get into direct mail. This is because it allows those with a small marketing budget a way to test the waters easily.  In fact, it can be used by both small and large companies looking to target local prospects closest to their location. However, it was specifically designed to help provide a way for restaurants, pharmacies, Dr. Offices and other retail businesses to get their message out quick and effectively to those that live closest to their location.  

 Craft a Great Campaign with the Right Printer 

All pieces in an EDDM mailing campaign must meet guidelines set by the USPS. Your printer will know these guidelines. Plus, they can help you work within them. Make sure the piece you use qualifies as a FLAT or you will be unable to qualify for the EDDM Postage rate.  There are other minimum requirements for using this program. Keep in mind that you have to hit complete carrier routes within a zip code. Learn more details on the USPS website.

 Are You Ready to Start?

You started by asking, “What is EDDM?” Now you’re wondering how to get moving and grooving.

The best thing to do is talk to an expert in the industry.  They can help you assess your direct mailing marketing needs and help you design your first or next EDDM campaign. Above all, contact us about any questions you have about EDDM.

5 Best Practices You Can Use for a Successful Direct Mail Marketing Strategy

Direct mail marketing still pulls in great results, even in the Internet age. When done right, direct mail can have response rates of five percent or more, depending on the type of list you use.

To achieve these results, you need the right direct mail marketing strategy. These five best practices will help you get started on the right foot.

1. Decide What Material To Send

Direct marketing best practices start with tips about how to choose what to send. Here, we’re talking less about whether you should send a brochure or a postcard. You should think more about what you want to achieve by sending direct mail.

What buyers are you targeting? Are they at the top of your marketing funnel, or are they closer to the bottom? If they’re at the top, you’ll want to send marketing materials aimed at creating awareness.

2. The Details Are In The Data

Effective mail marketing in the digital era is powered by data. The most important information you have is about your customers.

Some of the data you have on hand will point you toward your target audience. Take a look at the demographic details of your current clientele. Who buys from you, and who buys most often?

Another important part of data is making sure you keep it up to date. People may move or change their names. If your mailing list is full of outdated information, your direct mail may not make it into the hands of people who want to buy from you.

3. Add Personalization To Your Direct Mail Marketing Strategy

Personalization is everywhere in marketing these days. Direct mail marketing is no exception.

If you haven’t already adopted personalization for your strategy, it’s high time to do so. Customization can be as small as adding someone’s name to your template. If you want more, try customized offers based on different people’s interests.

With personalization, your content is more likely to resonate with the people you’re trying to reach. In turn, they’re more likely to take the next steps and convert to a sale.

4. Master The Multichannel

To master marketing, you can’t focus solely on effective direct mail campaigns. Instead, think about mastering many marketing channels.

Direct mail is more effective than email marketing, but what if you were able to combine the two? A drip email campaign after someone makes an appointment or claims a free gift could turn into a sale later.

Don’t forget other channels as well. Radio ads, pay-per-click, and more can all play a role in an integrated strategy.

5. Make A Compelling Call To Action

Perhaps the most important part of direct marketing strategies is making sure you have a compelling call to action for your audience.

The call to action tells them what to do next. It could be asking them to pick up the phone to schedule a free consultation. You could ask people to sign up for updates on your website, or you might offer them a discount if they order now.

The more compelling your call to action, the more likely people are to take you up on it.

Marketing Success Signed, Sealed, Delivered

These best practices can help you develop a stronger direct mail marketing strategy. If you’re ready to start on the road to direct mail success, get in touch. Our expert team is ready to help.