Every Door Direct Mail for restaurants: A recipe for success

Every Door Direct Mail (EDDM) is a powerful marketing tool that restaurants can use to reach local customers and drive foot traffic through their doors. Whether you’re promoting a grand opening, a special discount, or a new seasonal menu, EDDM allows you to send eye-catching postcards directly to households in your target area—without needing specific addresses.

This cost-effective strategy not only increases visibility within your community but also helps build lasting connections with nearby residents. In this blog, we’ll explore how restaurants can maximize the benefits of EDDM, craft compelling mail pieces, and ultimately turn mailboxes into a gateway for more customers and higher profits.

Benefits of EDDM for restaurants

Every Door Direct Mail (EDDM) can give your restaurant a competitive edge with its cost-effective, targeted approach to reaching local customers. Here we’ll outline the benefits of using Every Door Direct Mail in the food and beverage industry:

1. Cost-effective marketing: EDDM offers lower postage rates than traditional mailing methods, making it a budget-friendly option for restaurants aiming to maximize offline marketing efforts without incurring high costs.
2. Broad local reach: By targeting specific postal routes, restaurants can ensure their promotional materials reach every household in their desired area, increasing visibility among residents. They can also focus on specific neighborhoods or ZIP codes, ensuring that promotions reach the most relevant audiences. Not only can direct mailing increase brand awareness but also brand trust, with 56% of people believing printed marketing is the most trustworthy of all marketing channels.
3. No need for mailing lists: EDDM eliminates the necessity of purchasing or maintaining mailing lists, simplifying the process and reducing expenses associated with data management.
4. High engagement rates: Physical mail often garners higher engagement rates compared to digital advertisements, as recipients are more likely to notice and interact with tangible materials. In fact, direct mail has an average response rate of 4.2%, while the average response rate of email is only 0.12%.

Examples of how restaurants can use EDDM effectively

The food and beverage sector is one of the many industries that can benefit from using EDDM to meet their marketing objectives. If you’re a restaurant owner looking for some new marketing tactics to attract new customers, here are some practical examples of how restaurants can EDDM effectively:

Promoting new menu items

EDDM is an excellent way to introduce new dishes or limited-time offerings. Restaurants can design colorful mail pieces featuring high-quality images of the new menu items and include a special promotion, such as a discount or a “buy one, get one free” deal, to entice potential customers to visit and try their dishes.

Advertising openings or new locations

For new restaurants or branches, EDDM allows you to reach everyone in the area where your target customers live. A postcard with a bold "Grand Opening" message, details about your location, and an exclusive opening-day special can generate excitement and drive traffic to your restaurant.

Seasonal campaigns and holiday offers

Restaurants can align their EDDM campaigns with specific seasons or holidays. For instance:

• A pizzeria could run a summer promotion with a free soda for every pizza purchased.
• A fine-dining restaurant might advertise a Valentine's Day dinner package, complete with a link or QR code to make a reservation.

Highlighting delivery and takeout options

Many people prefer dining at home. An EDDM campaign promoting your delivery services or takeout options, along with a special discount code for first-time orders, can attract customers who might not have visited your restaurant otherwise.

Loyalty programs and customer retention

Restaurants can use EDDM to remind existing customers of loyalty programs or encourage repeat visits with special incentives. For example:

• “Join our loyalty program and earn a free appetizer after five visits!”
• “Show this postcard on your next visit and get 15% off your meal!”

Hosting events or themed nights

If your restaurant hosts live music, trivia nights, or special events like wine tastings, EDDM can serve as a direct invitation. Use vivid visuals and clear event details to pique interest and make it easy for recipients to RSVP or show up.

Implementing EDDM in restaurant marketing

To create an effective EDDM campaign, consider the following steps:

1. Set SMART goals: Before starting your EDDM campaign, you should clearly define the goal of your campaign using the SMART framework.
2. Define your target area: Select postal routes that align with your restaurant's location and desired customer base.
3. Set your budget: Prior to starting your campaign, you should understand the costs involved in EDDM. You should create a detailed budget for your campaign, taking into account costs like design, printing, and delivery. With an EDDM provider like Oppizi, all these costs are covered under one single fee.
4. Design compelling mail pieces: Create eye-catching postcards, menus, or flyers that highlight your restaurant's offerings, special promotions, or upcoming events. Ensure the design adheres to USPS size and format guidelines for EDDM.
5. Include a strong call-to-action (CTA): Encourage recipients to take specific actions, such as visiting your restaurant, redeeming a coupon, or attending an event. Clear CTAs can significantly enhance the effectiveness of your campaign.
6. Print and deliver: Choose an EDDM provider who will print your mail and ensure it is delivered to USPS for prompt delivery. Schedule your campaign to be delivered mid-week, as households tend to be busier on Mondays and mail is often overlooked on Fridays. Leverage seasonal promotions by aligning your mailings with holidays or local events to make your promotions relevant, increasing the likelihood of engagement.
7. Track and measure results: Incorporate unique promo codes, QR codes, or personalized URLs to dedicated landing pages to monitor the response rates and effectiveness of your EDDM campaigns. Analyzing this data can provide insights for future marketing strategies.

Best practices for EDDM campaigns

• Consistency: Regular mailings can increase brand awareness and keep your restaurant top-of-mind for potential customers. Develop a mailing schedule that maintains consistent communication without overwhelming recipients.
• Personalization: While EDDM doesn't allow for individual personalization, tailoring your message to the general demographics of your target area can make your mail pieces more appealing.
• Compliance: Ensure all mail pieces meet USPS EDDM requirements regarding size, weight, and labeling to avoid delivery issues.

Conclusion

Implementing an EDDM campaign can significantly enhance your restaurant's visibility and attract new customers within your local community. By delivering compelling promotions directly to the doorsteps of potential customers, you create opportunities for increased engagement and revenue.

Ready to elevate your restaurant's marketing efforts? Start your EDDM campaign with Oppizi today and watch your restaurant thrive!