Is Every Door Direct Mail (EDDM) worth it?

Every Door Direct Mail (EDDM) is a marketing service offered by the United States Postal Service (USPS) that allows businesses to send promotional materials to specific geographic areas without needing a mailing list. With EDDM, businesses can target customers by zip code or neighborhood, ensuring their message reaches local audiences.

The purpose of EDDM is to provide an affordable and accessible solution for small businesses and larger enterprises to connect with potential customers in their communities. But is EDDM truly worth it? This article explores the benefits of EDDM, how to maximize its potential, and answers common questions about its effectiveness.

Why EDDM is worth it

Every Door Direct Mail has proven to be a valuable tool for businesses across various industries. It’s an easy, budget-friendly way to get your message in front of every household in a specific area. If you’re sharing news about a new product, hyping up a grand opening, or running a holiday promo, EDDM makes it simple to connect with your local audience.

Here are the key reasons why it’s worth considering:

1. Cost-effective marketing

The cost of EDDM is one of its main benefits. USPS offers discounted postage rates for EDDM campaigns, which makes it a budget-friendly option when compared to traditional direct mail campaigns. Additionally, as EDDM targets every house within a certain neighbourhood or zipcode, businesses don’t need to invest in purchasing or renting mailing lists, further reducing costs.

2. Precise geographic targeting

EDDM allows businesses to target specific areas with precision. Whether you want to reach every household in a neighborhood or focus on commercial addresses, EDDM provides the flexibility to align your campaign with your goals. For example, a local pizzeria can send coupons to nearby residents to boost sales, while a landscaping company can focus on affluent neighborhoods with larger properties.

3. Tangible and memorable

Unlike digital ads, direct mail is a physical item that customers can hold and interact with. This tangibility makes your message more memorable and increases the chances of recipients taking action. According to the Institute of Data & Marketing, direct mail is 49% more memorable than email.

4. Builds local awareness

For businesses that rely on local customers, EDDM is an excellent way to boost brand awareness. By consistently sending mailers to the same area, you can establish your presence and build trust within the community.

5. It’s easy to implement

USPS makes EDDM simple to execute. The process involves:

• Choosing your target area using USPS mailing routes
• Designing your mailer or adapting an EDDM template to meet USPS specifications.
• Printing your materials and delivering them to a USPS location for distribution.

How you can ensure your EDDM campaign is worth it

To maximize the effectiveness of your EDDM campaign, follow these best practices:

1. Set SMART goals

SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) are essential for defining the success of your campaign. For instance, you may want to aim to increase foot traffic by 20% within a month or generate 50 new leads.

2. Define your target audience

While EDDM targets geographic areas, understanding your ideal customer’s demographics and preferences will help you refine your campaign. Use tools like the USPS EDDM mapping tool to analyze age, income, and household size data to target the right areas.

3. Meet USPS requirements

Ensure your mailers comply with USPS specifications for size, weight, and design. Non-compliance can lead to delays or additional costs. Common requirements include:

• Flat-sized mailpieces.
• Minimum and maximum weight limits.
• Clear placement of the “EDDM Retail” indicia.

4. Design eye-catching mailers

A well-designed mailer captures attention and communicates your message effectively. Key design tips include:

• Using bold headlines and compelling visuals.
• Highlighting your offer (e.g., discounts, promotions) prominently.
• Including a clear call-to-action (CTA).

5. Combine with digital marketing efforts

Integrate your EDDM campaign with digital marketing to amplify results. For example:

• Include QR codes on mailers that direct recipients to your website or social media.
• Create social media posts or ads to complement your mail campaign.
• Use email marketing to follow up with recipients who engage with your mailer.

Frequently asked questions

1. What is the success rate of EDDM?

The success rate of EDDM can vary by industry and campaign quality, but direct mail campaigns, in general, have an average response rate of between 2.7% and 4.4% according to the American Marketing Association.

2. What are the benefits of EDDM?

The benefits of EDDM include cost-effectiveness, precise targeting, ease of implementation, and the ability to build local brand awareness. Additionally, its tangibility ensures it leaves a lasting impression on potential customers.

3. What is the return rate for EDDM?

EDDM return rates are influenced by factors like the quality of your mailer, its relevance to the audience, and the attractiveness of your offer.

4. Is direct mail profitable?

Yes, direct mail can be highly profitable when done correctly. By targeting the right audience and delivering a compelling message, businesses can achieve a significant return on investment (ROI). According to the Data & Marketing Association, 87% of those who received direct mail have been influenced to make an online purchase.

5. Does EDDM work for realtors?

Yes, real estate agents frequently use EDDM to showcase listings, promote open houses, and connect with potential buyers or sellers in specific neighborhoods. It’s an effective way to build visibility locally.

6. Is EDDM expensive?

No, EDDM is a relatively cost-effective offline marketing option, especially compared to other forms of advertising. The cost per piece is often as low as a few cents, making it an accessible option for small businesses.

Conclusion

d deliver impactful EDDM campaigns that generate results. We can work together to reach your target audience effectively, boost brand awareness, and drive business growth.Ready to experience the benefits of EDDM? Start an EDDM campaign with Oppizi today!