In an increasingly competitive business landscape, finding cost-effective marketing solutions is critical for a company looking to expand its reach. One such tool is Every Door Direct Mail (EDDM). It is one of the most popular marketing channels.
And why not?
According to USPS, EDDM has generated more than 30 billion pieces of mail and $4.3 billion in revenue since 2011.
EDDM is cost-effective because it can reach a vast audience at a fraction of the cost of traditional advertising. It eliminates the need to buy mailing lists or address individual envelopes. Plus, EDDM marketing ensures precise targeting. And the tangible and personalized experience it offers the recipients makes EDDM much more cost-effective.
Let’s discuss every door direct mail, its cost-effectiveness, benefits, and reach, and the best practices.
What is EDDM?
As you may have guessed, EDDM stands for Every Door Direct Mail. It is a marketing technique. With EDDM, businesses like yours can effectively reach a targeted local audience.
Unlike traditional advertising, EDDM doesn’t require purchasing mailing lists. Instead, you can mail directly to every door in a neighborhood or ZIP code. Thus, EDDM marketing simplifies the process. And most importantly, it helps maximize your marketing efforts.
Cost-effectiveness of EDDM
As mentioned before, every door direct mail cost is relatively low.
That’s probably the number one reason why it is so popular.
According to USPS, the current every-door direct mail cost is as follows.
- EDDM Retail® USPS Marketing Flats are currently $0.189 per piece
- EDDM BMEU USPS Marketing Mail Flats are currently as low as $0.188 per piece
That’s cheaper than traditional advertising channels such as TV or radio. These traditional advertising channels are often prohibitively expensive for small businesses. That’s why many small and mid-sized enterprises turn to every-door direct mail marketing.
How come EDDM is so cost-effective?
1. Say Goodbye to Mailing Lists
That’s right!
With EDDM marketing, you don’t have to purchase mailing lists.
Instead, you can rely on the good old U.S. Postal Service (USPS) to deliver your marketing materials to every mailbox in the selected area. It saves your time, effort, and most importantly – MONEY!
2. Target Specific ZIP Codes or Areas
No other marketing channel is as targeted as EDDM.
You can target specific geographical areas with it.
Feel free to choose a neighborhood or ZIP code where your target audience is likely to reside. In other words, your marketing materials, be they brochures or coupons, will get delivered to the right people. That will boost your ROI by a mile!
Plus, you wouldn’t be wasting your money and efforts.
Other Benefits of EDDM for Business Promotion
While EDDM is cost-effective, that’s not the only benefit it offers.
It can help your business in more than one way. In fact, it is an attractive marketing tool for businesses of all sizes.
Here’s why:
1. Showcase Your Products or Services Effectively
Every door direct mail is a powerful platform where you can showcase your products or services effectively. With direct mail pieces, you can share detailed information, captivating visuals, and compelling offers to potential customers. It’s the best way to communicate your USP.
2. Get Better Response and Customer Engagement
EDDM marketing offers a better response rate and customer engagement. Since EDDM targets a localized audience, you can tailor your messaging and offers to suit the preferences of a specific community you are reaching.
This personalized approach increases the chances of getting a response from your recipients. Many of them may also want to take the desired action, whether it’s making a purchase, visiting a store, or reaching out for more information.
3. Build Brand Awareness and Customer Loyalty
Being a direct mail advertising, EDDM can also help build your brand awareness and customer loyalty. With EDDM, you can consistently deliver marketing materials to targeted local audiences. Is there a better way to introduce your brand to your potential customers?
When people repeatedly encounter your business name, logo, and messaging, it reinforces the brand’s presence. That, in turn, increases the likelihood of customers considering your brand when shopping.
Furthermore, successful every door direct mail marketing can help foster customer loyalty. The recipients will develop a sense of familiarity and trust through consistent engagement. It will help you nurture a loyal customer base.
Enjoy Targeted Audience Reach with EDDM
This form of direct mail advertising offers exceptionally targeted outreach. Here’s how EDDM enables you to reach your desired audience effectively:
1. Select Specific Neighborhoods or ZIP Codes
EDDM marketing allows you to select specific neighborhoods or ZIP codes for your marketing campaigns. With this level of granularity, you can narrow your focus and direct your efforts to areas where your target audience is concentrated. And tailoring your marketing materials to the characteristics, preferences, and needs of the chosen neighborhoods will increase the impact of your campaigns.
2. Reach Potential Customers Missed by Other Channels
Yes, there is a large population on social media and the internet. But not all of them are as tech-savvy. EDDM helps you reach potential customers that may have been missed by these marketing channels. It can be helpful in engaging customers who have minimal or no digital footprint.
Best Practices for EDDM Campaigns
As cos-effective as EDDM marketing is, it still requires planning. Or else, you may risk wasting your money, time, and effort. Consider the following best practices to run highly successful EDDM campaigns.
- Define Your Target Audience: Identify the demographic and geographic traits of your ideal customers. You can create a user persona to understand your potential customers better. It ensures you are reaching the right households.
- Create Compelling Design: Create eye-catching and professional designs. Every design should communicate your message clearly. And yes, always use high-quality images and concise copies.
- Use Strong Call-To-Action: Only a compelling call-to-action can prompt recipients to take the desired action. Also, keep your CTA front and center. It should grab the recipients’ attention immediately.
- Maintain Consistency: Maintain a consistent message and visual style across all channels. Ensure your EDDM campaign aligns with your overall marketing strategy and brand identity.
- Test and Track: Experiment with different designs, offers, and targeting strategies. Track and analyze the response rates to refine your future every door direct mail campaigns.
- Follow Postal Regulations: Familiarize yourself with the EDDM guidelines. And ensure your campaign adheres to these requirements. Violations may result in negative publicity and suspension of your campaigns. It might even attract lawsuits.
Wrap Up
Every Door Direct Mail (EDDM) is a cost-effective marketing tool. It also has a proven track record. With EDDM, you can eliminate the need for mailing lists. But more importantly, it allows you to target specific geographical areas, generate higher response rates, and enhance brand awareness. Hopefully, this post will help you see just how cost-effective this form of direct mail advertising is.
And Digiprint Corporation is an expert in EDDM. With our EDDM full-service printing, you can sit back while we do all the work. Contact us to learn more about our services.
