Using Every Door Direct Mail – EDDM – is a great marketing tool. It can reach customers who matter most – either locally or nationally, it can build traffic, help find new customers and it’s cost effective at just 17.5 cents per piece.
Go to your local Post Office and obtain a permit. Then define who you want to reach. You can mail to an entire city, a neighborhood, or a target area that is a specified distance from your business. By using the EDDM online mapping tool you can identify delivery routes in target areas and even the number of households on a route.
Prepare Your Printed Piece
The mail piece must be in accordance with the U.S. Postal Service mailing standards: Maximum 15″ long or 12″ high or .75″ thick. The minimum is > 11.5″ long or > 6.125″ high or > 25″ thick. Working with your local printer who knows the EDDM regulations and can help in design will make this much easier.
Watch Your Business Grow!
The pieces are printed, the routes planned and now they’re at the Post Office for delivery. How effective is EDDM? According to Forbes Magazine contributer – Steve Olenski – Direct mail is “Alive and Kicking!” Olenski also found a survey by Millward Brown – a global research agency – that showed “physical media–AKA direct mail–left a ‘deeper footprint’ in the brain.”
A blogger on Warrior Forum actually posted the results of an EDDM marketing campaign he did for a local baker. They mailed 4,000 EDDM postcards for their grand opening from 11-3:00. By 2:00 the shelves were practically empty and customers were still coming in!
EDDM – Cost effective, easy and it helps grow businesses. It doesn’t have to be the only part of your marketing campaign, but it clearly can be very effective as part of the overall campaign.