Looking to boost your local business and reach potential customers right at their doorstep?
Welcome to the world of Every Door Direct Mail (EDDM), a USPS service that’s revolutionizing direct mail marketing. Whether you’re launching a new location, offering irresistible coupons, or announcing a mega sale, EDDM is your ticket to delivering postcards, menus, and flyers to the right audience.
In this blog, we’ll dive deep into the nuts and bolts of EDDM, from understanding its benefits to creating an effective mail campaign. We’ll explore the differences between EDDM Retail and EDDM Business, and guide you on selecting the perfect neighborhood audience for your campaign.
So, buckle up and get ready to navigate the exciting terrain of EDDM, and discover how this tool can help you tap into your local market like never before. Let’s get started!
Understanding Every Door Direct Mail (EDDM)
In the realm of direct mail marketing, Every Door Direct Mail (EDDM) stands as a game-changer. This USPS service has revolutionized the way businesses connect with potential customers, making it easier than ever to reach local audiences.
In this section, we’ll delve into the nuts and bolts of EDDM, shedding light on how it works and why it’s a valuable tool for businesses of all sizes.
Every Door Direct Mail: An Overview
Every Door Direct Mail (EDDM) is a service provided by the United States Postal Service, designed to facilitate businesses in communicating effectively with potential customers in targeted areas. Essentially, it operates on a rather straightforward model: businesses select a mail item, such as a postcard or flyer, and nominate a geographical region based on neighborhoods, cities, or even ZIP codes.
The mail piece is then systematically distributed to every household within the chosen region, hence, seamlessly connecting businesses with potential local customers. This method cuts out the need for a laborious mailing list, offering a hassle-free, comprehensive approach. However, to successfully utilize this tool, businesses must adhere to specific USPS guidelines outlined for EDDM.
How Every Door Direct Mail Works
Every Door Direct Mail, or EDDM, operates on a simple principle, perfect for local businesses seeking to connect with their nearby customers. When initiating a direct mail campaign, businesses can choose a package, such as a compelling direct mail letter, postcard, flyer, or brochure. Then, a carrier route or geographical region is selected—the mail package is sent to every single household within the chosen area.
This area could be as wide as an entire city or as specific as a single ZIP code or neighborhood. It’s like having an online tool that does your local advertising for you—every door in your selected area receives your material. However, it’s vital to remember that USPS has certain guidelines for EDDM that must be adhered to in order to use the service.
Benefits of Using Every Door Direct Mail
Here are some notables benefits of using Every Door Direct Mail:
✅Cost-Effectiveness: EDDM stands out as a cost-effective marketing strategy. The USPS offers discounted postage rates for EDDM mailings, which is less expensive than purchasing individual mailing lists and postage for traditional direct mail campaigns.
✅Local Business Growth: Using Every Door Direct Mail, local businesses can target specific neighborhoods, boosting their outreach and potentially gaining new customers.
✅No Need for Mailing Lists: EDDM simplifies the direct mail process by eliminating the need for a mailing list. Simply specify your target area and let USPS handle the distribution.
✅Efficient Bulk Mail Handling: With EDDM, businesses can prepare mailings in bulk. This greatly reduces the time and effort compared to individually addressing and stamping each piece.
✅Use of Online Tools: USPS provides accessible online tools, such as target area selection and postage cost calculation, making the planning and execution of an EDDM campaign a hassle-free process.
How to Create an Effective EDDM Campaign
Creating an effective Every Door Direct Mail (EDDM) campaign is a strategic process that requires careful planning and execution. It’s not just about sending out mailpieces, but about reaching the right audience with the right message.
In this section, we’ll guide you through the steps of creating a successful EDDM campaign, from selecting your target neighborhoods to designing your mailpiece and preparing your mailing bundles.
Selecting Your Target Neighborhoods and Audience
Creating an effective EDDM (Every Door Direct Mail) campaign begins with a thoughtful approach towards selecting your target neighborhoods and audience. This initial groundwork is what lays the foundation for how successful your direct mail marketing drive can potentially be.
The EDDM Online Tool from USPS is a powerful instrument that aids small businesses in this regard. It allows you to map ZIP Codes and neighborhoods based on specified demographics, such as age, income, or household size using U.S. Census data. By harnessing this tool effectively, a business can fine-tune the audience for their direct mail campaign, ensuring that their message gets to the right ears, enhancing both engagement and response rate.
Designing and Printing Your Mailpiece
Creating an engaging Every Door Direct Mail (EDDM) piece is a key step in your direct mail campaign. Effective design and print strategies can make all the difference in grabbing the attention of your targeted neighborhoods and audience.
One of the best approaches entails using the Mailpiece Size Checker, available in the EDDM Online Tool, to verify that your postcard or flyer fits the necessary size requirements of marketing mail. To make your mailpiece truly stand out, consider finishing it with a high-gloss effect for a sophisticated allure. Techniques such as embossing or soft-touch coating can also enhance the sensory impact for the recipient, helping them retain your brand longer.
Always remember to include the EDDM Retail Indicia in the right place to ensure postage requirements are met. With these steps in mind, your direct mail marketing efforts can result in an effective door to door direct mail campaign, expanding your reach and resonating with both existing and prospective customers.
Preparing and Sending Your Mailing Bundles
Once you’ve selected your audience and designed your mailpiece, the next crucial step in an EDDM campaign is preparing and sending your mailing bundles. Start by bundling your mail in stacks of 50-100 pieces – but remember to keep the bundles at a manageable height, no more than 6 inches tall.
Each bundle should have an EDDM facing slip attached to it. On the facing slip, provide essential details like the number of pieces in the bundle. If a customer asks to be removed from your mailing list, include their address in the “Do Not Deliver Address” column. By organizing your mailing bundles this way, you ensure your direct mail campaign runs smoothly and reaches the right doorsteps, a key factor for successful direct mail marketing.
Exploring Your EDDM Options
In the realm of direct mail marketing, understanding and utilizing Every Door Direct Mail (EDDM) options can be a game-changer. This section will delve into the various facets of EDDM, providing a comprehensive reference guide to help you navigate your choices.
From distinguishing between EDDM Retail and EDDM Business (BMEU), to grasping the significance of postcard sizes and determining costs, we’ll explore all these aspects. This will equip you with the knowledge to effectively prepare your mail and target your neighborhood audience.
EDDM Retail vs EDDM Business (BMEU)
When considering EDDM for your local marketing campaigns, understanding the difference between EDDM Retail and EDDM Business (BMEU) is key. EDDM Retail is an excellent choice for smaller businesses as it allows sending a minimum of 200 and up to 5,000 pieces per day per ZIP Code™. This is great for businesses that want to target specific neighborhoods without exceeding their budget.
On the other hand, EDDM BMEU is appropriate for larger volume mailings, allowing for dispatch of more than 5,000 pieces per day per ZIP Code™. This option can be beneficial for businesses with a wider reach looking to create a significant local impact. Both options afford you the convenience of reaching out to your neighborhood audience without the need of purchasing a mailing list or printing specific addresses.
Understanding EDDM Postcard Sizes
When it comes to optimizing your EDDM campaign, understanding the different postcard sizes plays a vital role. The USPS defines several sizes to cater to the diverse needs of businesses. The options range from 6.25″ X 9″, 6″ X 11″, to even more substantial formats such as 8.5″ X 11″, and 11″ X 14″.
Choosing the correct size depends upon your campaign’s needs. Consider factors such as the complexity of the message, image placements, and your call to action’s visibility. The trick is to pick a size that best fits your content and visually appeals to your target neighborhood audience.
Determining EDDM Cost
Determining the exact cost of your Every Door Direct Mail (EDDM) campaign relies heavily on three core aspects: the size of your postcards, the quantity you wish to mail, and the design you opt for. Firstly, the size of your postcards affects the printing cost. A larger postcard may catch more eyes, but it will also command a higher price tag than a relatively smaller one.
Next comes the quantity. Printing a higher volume of postcards to reach a broader neighborhood audience ramps up the cost, compared to a smaller, more targeted mail-out. Lastly, the design aspects of your EDDM postcards also matter. A simple, plain postcard might cost less, while a postcard with intricate designs or high-quality prints can increase the price. Carefully consider these three factors to efficiently prepare your mail while keeping a tab on the marketing budget.
Maximizing the Impact of Your EDDM Campaign
To truly maximize the impact of your EDDM campaign, it’s crucial to understand and implement certain strategies. These strategies range from creating a compelling call to action, using trackable options for measuring success, to leveraging special stock effects and bold headlines.
Each of these elements plays a significant role in ensuring your mailer stands out, engages your local audience, and ultimately, drives them to action. Let’s delve into how you can effectively utilize these strategies to enhance your EDDM campaign.
Creating a Compelling Call to Action (CTA)
Creating an engaging Call to Action (CTA) in your Every Door Direct Mail (EDDM) campaign is an essential move to captivate your local audience. A well-crafted and actionable CTA can direct potential customers towards interaction, sparking their curiosity around your brand.
A compelling CTA is more than just hollow words – it needs to convey a sense of urgency, an invitation to explore. To create an effective CTA, capture the essence of your brand, your promotional offer, or what you want your potential customer to do next. Could it be visiting your website, enrolling for a service, buying a product or just about seeking more route information? Be clear, concise, and stimulating in your approach. Exploration is a necessary step towards familiarity, and with a well-executed CTA, you’re preparing a familiar path for your target area.
Using Trackable Options for Measuring Success
Measuring the success of an EDDM campaign no longer has to be a headache. In the digital age, you have different trackable options you can incorporate with your mailings. QR scanners and personalized URLs (PURLs) are becoming increasingly popular tools. They not only make the package trackable but also offer insight into response rates.
By integrating these features into your EDDM packages, you can easily monitor delivery and gauge audience through the route information. You can then tweak the targeted areas based on the feedback from potential customers. So, the days of wondering if your mail bundles have reached the intended neighborhood audience are long gone. Trackable options have made it much easier to strategize and achieve success in your EDDM campaigns.
Leveraging Special Stock Effects and Bold Headlines
Using special stock effects and bold headlines is a surefire way to maximize the impact of your EDDM campaign. This technique skillfully leverages the visual appeal of the mailer to draw the attention of the local audience. The bold headline is not just a collection of words; it’s a powerful tool aimed at immediately gaining the potential customer’s attention, even before they realize it.
In the framework of EDDM, the use of special stock effects adds a distinctive touch to your mailer. It breaks the monotonous pattern of regular postal mails, adding a touch of elegance and uniqueness that sets it apart. Remember, the first impression is incredibly important, and with an impressive mailer, that first impression could go a long way in capturing the target area. Choose impactful words that resonate with your select neighborhood audience and visualize your carrier route information appealingly.
Choosing the Right Printing Partner for Your EDDM Campaign
Choosing the right printing partner for your Every Door Direct Mail (EDDM) campaign is a critical step in ensuring its success. This partner will not only handle the printing of your marketing materials but also guide you through the complexities of route selection and delivery.
Your chosen partner should be able to meet the unique demands of your local marketing campaign, and have the expertise to navigate the intricacies of traditional direct mail.
Assessing Printing Capabilities
To optimize your EDDM campaign, it’s crucial to select a printer with strong capabilities. Not every printing service will suit your specific needs or be able to handle your local marketing campaign’s demands. The aspect to consider is whether the printer has the prerequisites for printing high-quality traditional direct mail pieces like flyers, menus, or postcards.
It’s not just about printing; the right partner will know how to target the right geographic area. Leveraging their route selection knowledge can be crucial in guiding your print mail in the local market. So, it’s important to consider both printing agility and route expertise in your choice of printing partner.
Understanding Route Selection and EDDM Delivery
Understanding the essence of route selection and its execution using EDDM can turn your marketing campaign into a compelling tool for reaching the local market. It’s your map to the geographic area that hosts your potential customers. This precision target feature of EDDM not only enhances the efficiency of your mail distribution but also saves on your print mail resources by eliminating wastage.
However, mastering route selection is not without its challenges. It’s a task that demands understanding your customer profile at the micro-level and identifying their geographic clusters. Without sharp focus, you could end up spraying your resources too wide and missing your target. Thus, route selection and understanding EDDM delivery dynamics are critical gears in your local marketing vehicle.
Evaluating Ease of Use
When it comes to the ease of use, selecting the right printing partner for your Every Door Direct Mail (EDDM) is crucial. You want a service that not only aligns with your marketing campaign goals but also offers a simple and intuitive process.
Part of the EDDM campaign’s appeal is its ability to target a specific geographic area or local market. But beyond this, the platform must be easy to navigate, from route selection to the final execution of the print mail. So don’t just find a local printer, choose a partner that makes traditional direct mail seem less daunting and more efficient.
Do’s and Don’ts of EDDM Mailing and Printing
Navigating the world of Every Door Direct Mail (EDDM) can be a bit tricky, especially when it comes to mailing and printing. This section aims to provide you with a clear roadmap of the do’s and don’ts to ensure your EDDM campaign is a success.
From understanding the importance of design print to optimizing your route map for maximum reach, we’ll guide you through the process. Let’s dive in!
Do’s of EDDM Mailing and Printing
✅Do familiarize yourself with the EDDM online tool. This tool is invaluable for its ability to provide delivery statistics for specific carrier routes. In addition, it also generates necessary documentation as required under DMM standards.
✅Do make use of the USPS Printer Directory. This directory connects you with vetted printing services, ensuring that your design print isn’t compromised and stays within the defined requirements for EDDM.
✅Do strategize about your bulk mail distribution. For distribution exceeding 5,000 pieces per day per ZIP Code™, opt for EDDM BMEU. For anything less, lean towards EDDM Retail.
✅Do use the provided route map to understand your delivery scope. This can help you target every household in your neighborhood or city, optimizing your direct mail effort.
Please bear in mind that these pointers are aimed at small businesses using EDDM to penetrate their local market, automate their direct mail and consequently grow their brand.
Don’ts of EDDM Mailing and Printing
Given the design, print, and route mapping of Every Door Direct Mail, it’s vital to be aware of potential pitfalls. Here are a few DON’Ts to consider when planning your EDDM campaign:
❌Don’t overlook the Indicia: The EDDM Retail Indicia serves as a postage payment mark and is mandatory for every mailpiece. Neglecting to include this could lead to delivery issues.
❌Don’t forget about size requirements: The EDDM Online Tool has a built-in size checker. Ensure that your mailpiece meets official USPS criteria to avoid rejection.
❌Don’t make your print job an afterthought: Prioritize high-quality printing with a touch of sophistication. This may include a glossy finish or sensory elements like embossing or soft-touch coating. They can help retain your brand in the mind of the receiver at every household it’s delivered to.
❌Don’t keep cost factors in the dark: Be aware of the overall costing involved in your EDDM package, including printing and mailing charges, instead of getting startled by costs added at the end of the process.
Avoid these pitfalls to use Every Door Direct Mail works more effectively and reach a wider geographic audience across your targeted neighborhood and city.
Wrapping Up: Maximizing Local Impact with EDDM
In conclusion, Every Door Direct Mail (EDDM) is a powerful, cost-effective tool for small businesses seeking to connect with their local audience. By targeting specific carrier routes and ZIP codes, EDDM ensures your marketing materials reach the right customers. The online tool simplifies the design and distribution process, making it easy to launch promotions or raise brand awareness.
For success, focus on creating high-quality mailers and crafting relevant messages that resonate with your local market. With Cactus Mailing’s expertise, you can leverage EDDM to achieve your marketing goals efficiently!
