EDDM Marketing: Your Ultimate Guide

Welcome to your ultimate guide to EDDM marketing! If you’re looking for an effective and cost-efficient way to reach a targeted audience, EDDM marketing might be just what you need. In this guide, we’ll explore what EDDM marketing is, how to implement EDDM in your marketing strategy, how to measure its performance, best practices for optimization, and the benefits it can bring to your business. So let’s dive in and discover the power of EDDM marketing!

What is EDDM marketing

EDDM stands for Every Door Direct Mail, a marketing strategy that allows advertisers  to send direct mail to specific neighborhoods. Unlike traditional direct mail marketing, EDDM eliminates the need for expensive mailing lists and postage permits. With EDDM, businesses can choose specific postal routes and target customers based on demographics, household sizes, and other factors. This targeted approach ensures that your direct mail pieces reach the right people, resulting in higher response rates and increased brand awareness.

EDDM is an attractive option for small and large businesses looking to reach local communities and promote their products or services. By utilizing EDDM, businesses can effectively tap into specific customer demographics without the hassle of compiling mailing lists. Additionally, EDDM marketing campaigns are easy to set up and cost-effective, making them an ideal choice for businesses of all sizes.

How to implement eddm in your marketing strategy with Oppizi ads

Now that you understand the basics of EDDM marketing, let’s explore how you can implement this powerful strategy in your own marketing efforts. From setting campaign goals to selecting postal routes, there are several key steps you need to follow for a successful EDDM campaign.

Set your campaign goal

Before launching your EDDM campaign, it’s essential to establish clear campaign goals. Determine what you want to achieve, whether it’s increasing sales, brand awareness, or customer retention. Knowing your goals will help you better focus your efforts and measure the success of your campaign.

Once you have defined your campaign goals, identify your target audience and their location. This step allows you to choose the right postal routes to ensure effective delivery of your direct mail pieces. 

Select target audience and postal routes for your EDDM campaign.

Selecting the right audience for your every door direct mail campaign has never been more straightforward with the Oppizi Ads EDDM tool. By simply entering the target address, you gain access to an intuitive postal route selector. This feature is enhanced with appended demographics for each route, streamlining your selection process and ensuring you target the most relevant audience. Looking ahead, Oppizi plans to introduce a demographic selector, a feature designed to refine this process further. This upcoming tool will allow users to filter and choose postal routes that precisely align with their specific selection criteria, optimizing the impact and efficiency of their marketing efforts. This innovative approach to audience selection in EDDM campaigns underscores Oppizi’s commitment to providing user-friendly and effective marketing tools.

To ensure the success of your EDDM campaign, it’s crucial to carefully select the postal routes that best align with your target audience. Here are some key considerations when choosing postal routes:

• Utilize the Oppizi Ads tool to identify specific demographics, household sizes, and customer types in different zip codes.
• Evaluate the population density, age range, and income levels of the neighborhoods within your target postal routes.
• Consider the carrier routes within your selected zip codes, as they can provide valuable insights into the best areas to target.
• A well-planned EDDM campaign, coupled with strategic postal route selection, can significantly increase your brand awareness and return on investment.

Create attractive designs for postcard 

Creating a captivating and effective mailer for your direct mail campaign is a seamless process with our state-of-the-art design tool. Whether you’re crafting a new design or uploading an existing one, our tool is designed to be intuitive and easy to navigate.

Follow these tips to create visually appealing mailers:

• Use bold and bright colors to make your mailers stand out in the mailbox.
• Choose clear, easy-to-read fonts to ensure readability.
• Incorporate high-quality images that align with your brand and message.
• Keep your design simple and uncluttered to avoid overwhelming recipients.
• Experiment with different sizes of EDDM postcards to find what works best for your campaign.
• Work with a professional graphic designer who can help bring your vision to life and create a design that effectively represents your brand.
• By investing in an attractive design, you can increase the chances of recipients engaging with your mailers, driving response rates, and ultimately, generating more business for your company.

Include An Offer

Including an enticing offer in your EDDM mailers is a powerful way to motivate recipients to take action. Here are some tips for creating compelling offers:

• Make your offer specific and appealing to your target audience. Consider their needs, preferences, and pain points.
• Create a sense of urgency by including time-limited offers or limited quantities.
• Clearly communicate the benefits of your offer to recipients, highlighting how it can solve their problems or improve their lives.
• Provide additional value by including coupons, discounts, or freebies that customers can redeem at your business.
• A well-crafted offer can make your EDDM mailers more compelling, increasing the likelihood of recipients responding and becoming customers.

Include Testimonials and Certifications to Build Trust

Building trust is crucial in any marketing campaign, and EDDM marketing is no exception. By including testimonials and certifications in your mailers, you can establish credibility and encourage recipients to trust your business. Here’s how to effectively incorporate testimonials and certifications:

• Collect positive testimonials from satisfied customers and include them in your mailers. Real customer stories can resonate with recipients and influence their decision-making.
• Highlight any certifications or awards your business has received, showcasing your expertise and commitment to excellence.
• Use testimonials and certifications strategically throughout your mailers, reinforcing your brand message and building trust with potential customers.
• Building trust through testimonials and certifications can go a long way in increasing the success of your EDDM campaign and driving customer response.

Select tracking option

Enhance your campaign’s impact by adding interactive elements like a QR code, which not only engages recipients but also offers a direct link to your online content. You can also incorporate a coupon code into your design, providing a tangible incentive for customers and a valuable tool for tracking the effectiveness of your campaign. These features, combined with the simplicity of our design tool, empower you to create compelling, trackable, and highly effective direct mail pieces for your EDDM campaigns.

Make Sure Your Mailers Meet USPS Postage Guidelines

Compliance with USPS guidelines is vital to ensure the smooth delivery of your EDDM mailers. Here are some key USPS guidelines to keep in mind:

• Adhere to size restrictions for your mail pieces, as specified by the USPS, to avoid mailer rejection.
• Follow USPS guidelines for indicia, which marks your mailers as prepaid postage, ensuring accurate and timely delivery.
• Design your mailers with the proper address blocks to ensure mailpieces are correctly delivered.
• Familiarize yourself with all USPS guidelines related to EDDM marketing, as non-compliance can result in mailer rejection and wasted resources.
• By meeting USPS guidelines, you can be confident that your EDDM mailers will reach their intended recipients and effectively convey your marketing message.

Required Inclusions – Address Block & Indicia

To ensure the successful delivery of your EDDM mailers, certain inclusions are required by the USPS. Here’s what you need to include:

• The address block, which should adhere to specific USPS standards, must be included on your mailers. This ensures accurate mail delivery, enabling customers to reach out to your business easily. Although the address block is mandatory, an actual address is not necessary to be included.

• The indicia, also known as the permit imprint, is required on your mailers to mark them as prepaid postage for efficient handling by the USPS. It is the printer’s responsibility to include their own indicia with a permit number.
• Make sure that your indicia meets all USPS requirements, as any deviations could lead to mailer rejection.

• By including the required address block and indicia, you can facilitate smooth mail delivery and maximize the reach and impact of your EDDM campaign.

Determining Your Mail Drop-Off Date

Determining the mail drop-off date is crucial to guarantee that your mailers reach the intended recipients on time. When using Oppizi Ads, you have the option to choose the campaign launch date, bearing in mind that the actual delivery will take place within 3-5 business days from the launch date. It’s important to consider that holidays or weekends could impact the mail delivery schedule.

Printing, bundling and delivery of EDDM mail pieces

With Oppizi Ads you don’t need to deal with the hassle of searching for the right printers or logistics related to bundling and delivery of mail pieces to USPS. With connections to printers throughout the United States, Oppizi takes care of selecting printers that follow USPS print and postal guidelines, ensuring that your advertisement is printed, bundled and delivered to indicated USPS Destination Delivery Unit (DDU) or Business Mail Entry Unit (BMUE). This means that businesses can focus on their core operations while Oppizi handles their advertising needs.

Oppizi, with its partners take care of the following

• Produce physical materials that adhere to EDDM specifications, including format, tracking elements, address, and all USPS required elements.
• Bundle and package mailpieces according to USPS requirements for EDDM, ensuring proper packaging and bundling in groups of 100s or as per USPS requirements.
• Deliver the advertising material to the specified USPS Destination Delivery Unit (DDU) or Business Mail Entry Unit (BMUE).

Working with multiple printers, Oppizi offers competitive pricing and turnaround times for its clients and this is already included in the total cost of the campaign.

Launch your campaign

Upon confirming the required dropoff date for mail pieces and submission, you are all set to launch your campaign. Typically, the turnaround time for mailers to reach homes is between 3 to 5 business days. 

Measuring EDDM Marketing Performance

Our dashboards are home to all the metrics essential for monitoring and evaluating your Direct Mail campaign’s performance. The dashboard provides real-time insights, allowing you to track various metrics and assess the impact of your marketing efforts. This feature is particularly useful for fine-tuning future campaigns and maximizing the return on your Direct Mail investment.

Tracking Your EDDM Campaign

Monitoring the effectiveness of your EDDM campaign is crucial for achieving your marketing goals. By tracking results, you can identify areas for improvement and make necessary adjustments during the campaign. Monitoring campaign progress allows you to optimize the effectiveness of your direct mail campaign. Stay informed about the performance of your EDDM marketing strategy to ensure it aligns with your business objectives.

Oppizi offers seamless integrations with Shopify and Swell. With these integrations, you can easily track and improve your marketing efforts to enhance your business’s overall performance. Its user-friendly interface makes it easy for businesses of all sizes to benefit from its powerful features and drive growth in their e-commerce operations.

With Oppizi, you can track 14 Key performance indicators (KPIs) such as total postcards delivered, scans, promo code usage, conversions, and revenue. This data can be analyzed to identify trends and insights that can help improve the effectiveness of your marketing efforts. By using Oppizi’s advanced analytics capabilities, you can stay ahead of the competition and achieve better ROI on your marketing spend.

Key Performance Indicators for Your EDDM Campaign

KPIs, such as response rate, conversions, and ROI, offer actionable insights for optimizing your direct mail campaign. Oppizi dashboard provides comprehensive data on these KPIs that enable you to track and analyze your EDDM campaigns’ performance accurately. You can use this information to identify areas where you need to make changes or improvements in your strategy. For instance, if response rates are low, you may need to review your targeting criteria or adjust the offer to make it more appealing to recipients. Identifying and analyzing these indicators can help in making strategic adjustments and improvements to your EDDM marketing strategy.

EDDM Marketing Best Practices

• Incorporating eye-catching visuals in the mailers can effectively attract recipients’ attention. 
• Targeting specific carrier routes ensures reaching the desired demographics, optimizing the direct mail campaign. 
• Maintaining consistent branding across mailers contributes to better brand recognition. 
• Clear calls-to-action included in the mailers can significantly drive recipient response, making it a valuable addition to EDDM best practices.

How can you make the most of your EDDM campaign?

To maximize your EDDM campaign, start by defining your target audience and creating a mailing list based on demographics. Design an eye-catching postcard that resonates with your audience. Choose the right size and quantity of postcards to fit your budget and goals. Track campaign success using metrics like response rate, leads generated, and ROI.

The Benefits of EDDM Marketing

Targeted advertising with EDDM allows businesses to reach specific demographic areas, ensuring their message is seen by the right audience. No mailing list is required, saving time and resources typically spent on obtaining and managing customer information. The easy setup process and cost-effective nature of EDDM make it an attractive option for businesses of all sizes. Additionally, increased customer acquisition and retention can be achieved through a well-executed direct mail campaign.

Targeted Advertising with EDDM

When using EDDM, businesses can strategically target specific neighborhoods, zip codes, or carrier routes for their direct mail campaign. Unlike traditional methods, EDDM doesn’t require a specific mailing list, making it cost-effective. By leveraging the EDDM online tool, businesses can select specific demographics such as household size and postal customer types to tailor their marketing campaign. Furthermore, EDDM postcards can be customized to resonate with the local community, ensuring that the right recipients are reached effectively.

No Mailing List Required

By utilizing EDDM marketing, the need for purchasing or managing a mailing list is bypassed. This approach allows you to send mail pieces directly to every door without relying on a traditional mailing list. With EDDM retail, there’s no requirement to consider household size or specific demographics, making the initiation of an EDDM marketing campaign hassle-free without the need to compile a mailing list. This not only saves time and effort but also resources by eliminating the mailing list. Additionally, EDDM Retail does not necessitate a mailing permit, although it is restricted to standard flats (postcards) with a maximum of 5,000 pieces per day.

Easy to Set-Up

Setting up an EDDM marketing campaign is a streamlined process, eliminating the need for extensive mailing list management. This strategy offers businesses a quick and efficient way to create and mail EDDM postcards without the complexities associated with postal customer types. Unlike traditional direct mail campaigns, EDDM implementation doesn’t involve carrier routes, making it easy to set up right away. It’s a user-friendly and hassle-free method for businesses to reach their target audience effectively, without the need for complex planning or route selection.

Cost-effective Marketing Strategy

Promoting products or services within a specific location, EDDM marketing is an affordable option for small business owners. The postal business mail entry unit for EDDM campaigns is cost-effective, especially for local businesses. EDDM postcards and flyers can be printed and mailed at cents per piece, offering the best results at a fraction of the cost of traditional mailers. This method presents a cost-effective direct mail campaign solution that allows businesses to reach potential customers in their area with ease.

Increased Customer Acquisition and Retention

Implementing EDDM marketing can significantly impact customer acquisition and retention. By creating enticing EDDM postcards, businesses can attract new customers to their location, while reaching out to the local community enhances customer retention. Incorporating attractive designs in mailpieces within the EDDM campaign can further boost customer acquisition. Moreover, leveraging the post office location strategically can lead to a significant increase in customer retention. EDDM marketing, therefore, proves to be an effective strategy for both acquiring new customers and retaining existing ones.

Is EDDM Worth it?

Considering your marketing goals and target audience, EDDM can be worth it. It’s a cost-effective way to reach a large local audience without needing a mailing list or postage permits. However, it may not be suitable for businesses targeting a specific niche or demographic.

Conclusion

In conclusion, EDDM marketing can be a highly effective strategy for businesses looking to reach a targeted local audience without the need for a mailing list. By following the steps outlined in this guide, you can create and implement a successful EDDM campaign that drives customer acquisition and retention. From setting campaign goals to designing eye-catching mailers and measuring performance, every aspect of your EDDM strategy should be carefully considered and optimized for maximum impact. With its cost-effective nature and ability to provide targeted advertising opportunities, EDDM marketing is definitely worth exploring for businesses of all sizes. Start implementing EDDM marketing today and watch your business thrive in the local market.