The Benefits of Every Door Direct Mail (EDDM)

An Overview of Every Door Direct Mail (EDDM) and What It Can Do for Your Business

Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that allows businesses to send a mail piece to every house on selected mail routes at a discounted postage rate. This service is especially beneficial for local businesses, as it allows them to focus their marketing efforts on the geographic areas that matter most to them.



The advantages of using EDDM include:

• Cost-effectiveness: EDDM is an affordable way to reach potential customers. Because you're sending in bulk and focusing on specific areas, you can save on postage costs.
• Targeted marketing: With EDDM, you can target specific neighborhoods, zip codes, or carrier routes, making your marketing efforts more focused and potentially more effective.
• Tangible connection: Unlike digital ads that can be easily ignored, direct mail places your message directly in the hands of consumers, creating a more meaningful interaction.
• Flexible design options: EDDM has fewer restrictions on the size and shape of mail pieces compared to regular mail, allowing for creative and attention-grabbing designs.

How to Choose the Right Mail Carrier for Your EDDM Campaign

When planning your EDDM campaign, choosing the right mail carrier is crucial. The following steps can guide your decision:



1. Identify Your Target Audience: Define the demographics of the people most likely to be interested in your product or service. This includes factors like age, income level, and lifestyle interests.
2. Select Carrier Routes: Using the EDDM online tool, select the mail carrier routes that most closely align with your target audience. These routes can be selected based on geographic location, population size, average income, and other factors.
3. Compare Mail Carriers: Research different carriers and compare their rates, reliability, and customer service. Look for online reviews or ask other business owners for recommendations.
4. Consider Timeliness: Check the delivery timelines for each carrier. If your mailer is time-sensitive, you'll need a carrier that can deliver promptly.
5. Check for Hidden Fees: Ensure that the quoted rate includes all the services you need, such as delivery tracking or proof of delivery. Hidden fees can significantly increase your campaign costs.

Remember, a successful EDDM campaign relies on reaching the right people at the right time. Carefully choosing your mail carrier is a vital step in this process.

Understanding Targeted Mailings with EDDM

The real power of EDDM comes from the ability to focus your efforts on specific segments of the population. Here's how targeted mailings with EDDM work:



• Precise Location Targeting: You can direct your marketing materials to specific geographic areas such as ZIP codes, neighborhoods, or specific postal routes.
• Demographic Filtering: Use demographic information, such as average income or household size, to further refine your targeting. This enables you to zero in on the households most likely to be interested in your product or service.
• Flexibility in Volume: Whether you want to reach out to a small neighborhood or blanket an entire city, EDDM can accommodate your needs. This flexibility allows you to scale your marketing efforts according to your business objectives.
• Opportunity for Personalization: Although EDDM is a mass mailing service, there is still room for personalization. You can tailor your message or offer based on the specific demographics or location you're targeting.
• Measurable Results: With EDDM, you can track response rates, measure results, and adjust your future marketing strategies accordingly. This makes it a valuable tool for understanding your target market and improving your overall marketing effectiveness.

Crafting an Effective EDDM Message

Creating a compelling and influential EDDM message requires a well-planned strategy. Here's a simplified step-by-step guide to help you craft an effective EDDM message:



1. Identify Your Goal: Determine what you want to achieve with your EDDM campaign. This could be raising brand awareness, promoting a new product or service, or driving traffic to your store or website.
2. Know Your Audience: Understand your target market's needs, preferences, and pain points. This will help you create a message that resonates with them.
3. Create a Compelling Offer: Give your audience a reason to respond to your mail. This could be a discount, a special promotion, or valuable information related to your product or service.
4. Design Eye-catching Materials: Your mail piece should be visually appealing to grab attention. Use high-quality images, engaging colors, and easy-to-read fonts.
5. Craft a Clear Message: Keep your message concise and straightforward. Ensure your audience understands what you offer and what action they should take.
6. Include a Call to Action (CTA): Encourage your audience to take the next step. This could be visiting your website, calling your business, or visiting your store.
7. Proofread: Make sure your message is free of errors and typos. This not only ensures a professional appearance but also builds trust and credibility with your audience.
8. Measure and Adjust: Track your campaign results to understand what works and what doesn't. Use this information to refine your future EDDM campaigns.

With these steps in mind, crafting an effective EDDM message becomes an achievable task. It's all about reaching the right audience with compelling offers and high-quality materials.

Analyzing the Results of Your EDDM Campaigns

To ensure your Every Door Direct Mail (EDDM) campaigns are effective, it's crucial to analyze their results. By keeping a close eye on key performance indicators (KPIs), you can assess the success of your campaign and make necessary adjustments for future ones.



• Response Rate: The response rate is one of the most direct indicators of your EDDM campaign's success. This is the percentage of recipients who respond to your mail in some way, whether by visiting your website, making a purchase, or signing up for your newsletter.
• Conversion Rate: This measures the percentage of recipients who took the desired action after receiving your mail. A higher conversion rate typically indicates a successful campaign.
• Revenue Generated: This refers to the total amount of revenue generated from the campaign. By comparing this with the cost of the campaign, you can calculate your return on investment (ROI).
• Customer Acquisition Cost: This is the cost associated with acquiring a new customer through your EDDM campaign. A lower customer acquisition cost often signals a more cost-effective campaign.
• Customer Feedback: Feedback from customers can provide valuable insights into how well your EDDM campaign resonated with your audience. This can be gathered through surveys, customer reviews, or direct feedback.

By monitoring these KPIs, you can gather actionable insights to improve your future EDDM campaigns. Remember, the goal is not just to reach as many people as possible, but to reach the right people, with the right message, and to get them to take action.

About Us

With these tips in mind, you are all set to use promotional products for your business marketing. Still, if you need help, our team can help you design and implement a result-driven marketing strategy uniquely tailored to your business needs. Get in touch with us at (331) 704-0473 or fill out our contact form to know more.