A guide to planning your EDDM campaign

Every Door Direct Mail (EDDM) is a cost-effective way to reach customers by delivering your message straight to their mailbox. If you’re a small business owner or a marketer, direct mail may just be the marketing channel you need to reach a new audience.

An effective EDDM campaign can offer a host of benefits, such as significantly boosting visibility and driving engagement among potential customers. In fact, 55% of people who receive direct mail visit the sender’s website, demonstrating its potential to enhance brand awareness and online interactions.

To help you plan a successful EDDM campaign, we’ve created this detailed checklist, complete with actionable insights for each step.

What is EDDM?

Every Door Direct Mail is a service provided by the U.S. Postal Service (USPS) that allows businesses to send mailers to every household on a postal route without needing to purchase a mailing list. This makes it a highly accessible marketing tool, especially for targeting specific geographic areas.

Learn more about Every Door Direct Mail solutions here.

Checklist for planning an EDDM campaign

Here's how simple it is to get started with your first Every Door Direct mail campaign:

1. Define SMART campaign goals

Clearly outline the primary objectives of your campaign using the SMART goal-setting framework.

• What is the purpose of your EDDM campaign? Are you promoting a sale, launching a new product, or announcing an event?
• Who is your target audience?

Defining these goals will guide the rest of your campaign planning. Understanding who your target audience is will allow you to plan the best campaign mailing route, and will also allow you to tailor your messaging effectively.

Pro tip: Ensure you align measurable KPIs with your marketing goals so that you can effectively track your progress. An example could be a 10% increase in store visits or a specific number of coupon redemptions.

2. Choose your target area and postal routes

EDDM allows you to focus on specific neighborhoods or areas that align with your target audience. Prioritize certain routes based on your audience profile and business goals.

• Choose areas that align with the demographics of your target audience.
• Use an EDDM tool like Oppizi's to pinpoint the corresponding postal routes.

Pro tip: If you’re running a local business, target routes within a 5-mile radius. For niche products or services, refine your targeting to areas with higher concentrations of your ideal customers.

3. Design your mailer

Your mailer design is your chance to make a great first impression. The USPS has specific size requirements for EDDM mailers, so make sure your design fits within their guidelines. Use eye-catching imagery and a concise message to capture attention.

• Choose the correct mailer size.
• Create an attractive design with a compelling headline and visuals.
• Ensure your call-to-action (CTA) is clear and actionable.
• Include contact details and social media links.
• Add a trackable element such as a QR code, personalized URL, or a discount code.

Pro tip: Incorporate personalization by addressing local community concerns or highlighting unique aspects of your business. Research shows that 50% of marketers implementing successful personalization strategies report increased revenue and customer retention. You can also use bold CTAs like "Visit us today!" or "Redeem your coupon now!" to drive action.

4. Prepare your mailer for printing

Before printing, double-check that your design meets USPS specifications to avoid any delays. Consider using high-quality paper and vibrant inks to create a professional-looking mailer.

• Ensure the design adheres to USPS EDDM size and format guidelines.
• Proofread your content for accuracy and clarity.
• Choose a professional printing service.

5. Budget and estimate costs

Create a detailed budget for your campaign. USPS delivery costs for EDDM are relatively low, but you’ll need to factor in printing, design, and any other associated costs. Always plan for a contingency to avoid surprises.

• Calculate printing costs.
• Account for USPS delivery fees.
• Set aside a contingency budget for unexpected expenses.

Pro tip: Bundle your printing and distribution services with a single provider like Oppizi to simplify logistics.

7. Schedule your campaign

Timing plays a crucial role in maximizing the impact of your campaign. If you’re running a seasonal promotion, schedule your mailers to arrive just before the peak period. Avoid major holidays unless they’re directly relevant to your campaign.

• Determine the best time to send your mailers.
• Consider seasonal trends or events.

Pro tip: Send out your mail midweek for greater visibility. Mondays are usually busy for households, and Fridays may result in overlooked mail.

8. Track and measure your results

A successful campaign doesn’t end when your mailers are sent. Use tracking tools to measure response rates and customer behavior. Compare your results against your initial campaign goals to evaluate effectiveness.

• Use tracking codes or URLs to monitor responses.
• Analyze key metrics like return on investment (ROI) and customer engagement.

Pro tip: Gather customer feedback to identify strengths and areas for improvement in your next campaign.

How Oppizi can streamline your EDDM campaign

Planning and executing an EDDM campaign can be time-consuming, especially if you’re managing everything manually. That’s where Oppizi comes in. Our platform simplifies the entire process of creating an EDDM campaign, enabling you to:

• Select postal routes: Use our intuitive mapping tools to target the most relevant routes for your audience.
• Design your mailer: Create professional, engaging mailers with custom templates or use our free flyer builder tool.
• Print and deliver: Get high-quality printing and seamless distribution without the hassle of coordinating with multiple vendors.
• Track performance: Monitor your campaign’s success in real time with our analytics dashboard.

With Oppizi, you can manage your entire EDDM campaign from one platform, saving time and resources while ensuring professional results.

Start your EDDM campaign with Oppizi today

As an already thriving offline marketing strategy, direct mail is projected to grow at an annual rate of 1.14%. So, why not seize the opportunity to engage your audience with an EDDM campaign?

Don’t wait to connect with your ideal customers. Start your EDDM campaign with Oppizi today and watch your business grow!