Every business needs business. It’s how they operate. It’s how they keep the company running. And how do they get that business? By marketing. Whether it’s social media marketing, word-of-mouth advertising, referral marketing, or mail marketing, every business does it. But one common and effective method of marketing that many businesses don’t think about is this one: every door direct mail otherwise known as EDDM.
Many businesses don’t use EDDM because they don’t know what it is or how to utilize this method of marketing. That’s what this post is about.
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What is EDDM?
EDDM stands for “every door direct mail,” and at it’s most basic level, EDDM is mail marketing. Not as targeted as direct mail, EDDM is a service provided by the United States Postal Service allows you to select a mail carrier route to deliver your chosen advertisement to. You don’t even need to know names or addresses.
Sound too good to be true?
How does it work?
By using an EDDM mapping tool, businesses choose the carrier routes within a certain zip code to target their ideal customers — current and future. They work with a printer near them to both print and deliver their chosen advertisement to the post office.
Who uses it?
This mailing service is very popular among small business owners and franchisees. They use EDDM to build brand awareness and target potential customers who live in a specific area.
Examples of companies that regularly use EDDM are car dealerships, real estate agents, construction companies, local restaurants, and many more. This type of mail is often used to send promotions and coupons right to someone’s doorstep.
EDDM is a very versatile service. When selecting a carrier route, the website provides demographic information such as income, age, and household size. This allows businesses to target their mail campaign to exactly the right audience.
What are the benefits?
The benefits of every door direct mail are many. Here are just a few.
Attention-Grabbing
EDDM is a very effective type of mail. Not only because it is hyper-targeted, but also because it is very attention-grabbing. With different size availability and innumerable design possibilities, potential to catch viewers’ eyes is endless. It’s like sending a billboard to every door.
Affordable
Because businesses using EDDM don’t handle mailing themselves, USPS offers significant discounts on postcards and flats mailed using this service. The cost to mail a flat (think “oversized postcard”) is as low as $.178. When we understand that mailing a flat typically costs up to a dollar, mailing a minimum quantity of 200 pieces at this reduced rate results in significant savings.
No mailing list required
Unlike direct mail, the USPS EDDM service does not require a specific mailing list. So how does it work? A small business selects the mailing route to whom they want to send mail. Then they find a printer who has EDDM printing capability and work with them. It’s that easy.
As you can see, EDDM has many benefits. Does your company market to local consumers? Does your business need more customers? Are you ready to try every door direct mail? Then contact me today and we can work together to target new customers.
