Updated: Apr 7
EDDM (Every Door Direct Mail) is a widely underused, yet highly effective method for direct mail marketing, and it could be your next secret weapon for bringing in new business. Our Houston-based company, Infovine, has vast experience in EDDM, we process it often, and our clients are very satisfied, particularly with the lower postage costs.
If you’re a local business wanting to get more traffic from your neighboring community, it’s a fantastic, economical option. Because of the price point, EDDM can be used multiple times as recommended (a minimum of three “drops” is suggested).
Use it to promote your small business in your community. If you’re having a sale, opening a new location, or offering coupons, EDDM can help you send postcards, menus and flyers to the nearby, and “right," customers. No more waste from bulk mail. And, if you’re tracking your results – as you should be – you’ll be able to actually learn something. Better data means better marketing on the next round.
In larger applications of EDDM, there is nothing like it. Your marketing can go far and wide by using USPS mail delivery by carrier routes.
So what does this really mean?
Big picture – About 60% percent of your direct mail costs are postage, not printing. But why print something if you don’t need to? Why not print less AND pay less?
Just so we’re on the same page, we should start with the basics:
What is direct mail? Ideally, direct mail means just that: a brochure, postcard, menu, newsletter, coupon, envelope or flyer mailed directly to your target audience. Your target audience could be new customers, repeat customers, people who need your services, or donors to your nonprofit. Junk mail, on the other hand, is direct mail that lost its way - basically sent without a target customer and a waste of time and materials. A lot of “direct mail” is really junk mail because of bad mailing lists, a “Hail Mary” with your marketing dollars or “spray and pray” as it’s sometimes called.
What’s this “Every Door” business? “Every Door Direct Mail” means just that. Because you’re selecting a particular postal route that might have potential customers, every address on that route gets your mailing. But isn’t that a lot of mail? Not necessarily. EDDM doesn’t go to every address in every zip code; it is a much more finely tuned mailing. This can mean just residential customers or both residential and business, and you can target postal routes based on certain demographics.
So why is EDDM so much cheaper? In short, because the mailman is already going there. The U.S. Postal Service is one of the ultimate “black boxes” and not just because your birthday card goes in a mailbox and magically shows up in Aunt Fanny’s hands. How many other letters and cards went in that box? What size were they? How much did they weigh? Where were they going – to the phone company or to Seychelles?
You begin to see the dilemma – sorting. The postal service has to sort to find the route where Aunt Fanny lives. With EDDM you select the postal routes, not the exact addresses, that best represent the demographics you want to mail to. Fewer pieces and no sorting equals less waste and way less cost.
Here are a couple of examples of EDDM in use:
Say you’re a neighborhood restaurant and you want to introduce yourself to your neighbors. You decide to entice them with an offer for a free appetizer. EDDM would allow you to quickly target your surrounding community using post office mail routes. Using EDDM requires no lists and is less expensive per piece than standard mail.
It works great for grand openings as well. Maybe you’re a new Taekwondo studio and want to saturate a nearby subdivision and its businesses. EDDM can be a great way to do that, without the cost of buying data.
With Every Door Direct Mail from the U.S. Postal Service, you can get help reaching potential customers in nearby neighborhoods—and you don’t even need to know names or street addresses. BUT you still have to print the mailer. While you can DIY your direct mailing with help on the USPS website, you still have to generate the physical piece of mail. And the rules and criteria are extensive. Here’s what the USPS EDDM site says and where we come in:
“Simply identify the delivery routes you want to reach” – Describe your customer or, better yet, your ideal customer and we will apply the appropriate data filters for that audience segment. We have extensive experience in funneling vast amounts of demographic data into customers who respond.
“Prepare your mailpieces” - Just email us your artwork and we will print, process, and mail your marketing campaign. The sizes, shapes and even thickness of the mailers are defined by the USPS so, unless you want to spend the time becoming an expert in bulk mailing, as opposed to running your business, let us take care of it.
“Drop off your mailpieces” – We will handle all of the processing and mailing after a campaign is printed. (Do you really want to get in Houston traffic just to deliver mailers? Just sayin’.)
Fortunately, InfoVine knows the ins and outs of EDDM, and we can save you from the devil in the mailing details. We’re even listed on the USPS website as an EDDM printer, so you know you’ll be in good hands with us. Contact us today to get started!