Deciding to connect with your target audience through direct mail is a significant first step toward enhancing your marketing strategy. Among the key options available — Every Door Direct Mail (EDDM), targeted mailing and addressed saturation mailing — choosing the right path may seem overwhelming. The challenge lies in understanding each method's unique benefits and limitations to identify which aligns best with your business's objectives, industry standards and marketing goals.
Reaching your audience effectively means not only finding them where they live but also appealing to their interests and needs in a manner that encourages engagement with your brand. To assist in navigating these choices, we're diving deep into the specifics of EDDM, providing a comprehensive overview of its advantages and drawbacks.
With nearly two decades of experience in guiding our clients through the complexities of direct mail campaigns, Integra has become a trusted partner in the planning, printing, execution and analysis of countless marketing initiatives. We understand the weight of investment in direct mail and the critical importance of making informed, strategic decisions that yield the best return.
By the end of this exploration, you'll have a clearer perspective on whether EDDM is the optimal route for your next campaign, equipped with knowledge about cost implications, operational considerations and potential outcomes.
Every Door Direct Mail Specs and Details
Let's start by identifying the specifics of launching an EDDM campaign. Pinpointing exact costs and specifications can be challenging due to the number of variables involved as well as fluctuating USPS rates and guidelines. That said, we’re aiming to provide a foundational understanding of what to expect.
Understanding these key aspects will help you gauge whether EDDM fits your campaign's goals, offering a straightforward way to blanket an area with your marketing message. Our team is always on hand to clarify any changes or nuances that might affect your planning along the way, so feel free to reach out with your questions by clicking below.
EDDM allows you to send mail pieces without the need for addresses, targeting geographic areas instead. This approach is ideal for reaching every door in a specific locality, ensuring your message is received by a broad audience. Here's a basic overview of the typical parameters and requirements for EDDM mailings, which can now be sent as flats or letters.
Let's take a look at some of the pros and cons of this service.
Top Benefits of EDDM Service in Direct Mail Campaigns
Every Door Direct Mail has been a hugely popular mail service since its inception, and the recently integrated option for letter sizes opens it up to even more businesses and mail piece designs. Some of the most popular EDDM features include:
- Design flexibility: EDDM's inclusive guidelines for mail piece sizes allow for creative freedom, enabling you to design eye-catching materials that stand out in the mailbox. Whether opting for a detailed brochure or a simple flyer, EDDM accommodates your vision without compromising on the impact of your message.
- Lack of mail lists: One of the most significant benefits of EDDM is the elimination of the need for a purchased or pre-existing mailing list. This not only simplifies the campaign setup process but also reduces the overall cost, making it an attractive option for businesses of all sizes.
- Thorough local saturation: EDDM ensures that your marketing materials reach every door within a chosen postal route, providing comprehensive coverage of your target area. This thorough saturation is ideal for local businesses aiming to increase their visibility and attract new customers from their immediate vicinity.
- Demographic targeting: While EDDM sends mail to all addresses within a selected route, the USPS's online tool allows for demographic filtering by age, income or household size. This feature helps tailor your campaign to the demographic most likely to respond to your offer, enhancing the effectiveness of your outreach.
- Choice between residences and businesses: EDDM gives you the flexibility to target either residential addresses, business addresses or both within your chosen area. This selection enables a more focused approach, depending on whether your campaign is aimed at consumers or businesses.
- Low costs: Thanks to its bulk mailing options and simplified process, EDDM offers lower postage rates compared to traditional direct mail methods. These cost savings make it possible to reach a wider audience without a significant increase in marketing expenditure.
- Easy setup: The EDDM process is streamlined for ease of use, from selecting routes using the USPS's online tool to dropping off prepared mailings at the post office. This ease of setup makes EDDM an accessible option for businesses without extensive direct mail experience.
If these benefits appeal to you and align with the goals you have in mind for your next direct mail campaign, EDDM may be a great selection.
You can sweeten the deal even further by practicing some of the top ways to lower your direct mail costs. For instance, try to get your mailing as close to its destination as possible rather than sending it from a distant post office.
Potential Drawbacks of EDDM Service in Direct Mail Campaigns
While EDDM is a great way to reach a wide audience within a specified locality, it’s not the best option for every single business and campaign. Depending on your goals, you may dislike the following drawbacks:
- No personalization: EDDM does not allow for personalized mail pieces with recipients' names. This lack of personal touch could affect the perceived value of your mail, especially in campaigns where personalization is key to response rates.
- No information to use in your house mailing list: Since EDDM targets geographic routes rather than individual recipients, it doesn't contribute to building a proprietary mailing list for future targeted campaigns.
- Less opportunity to follow up digitally: Without specific recipient data, digital follow-up campaigns can't be as precisely targeted to those who received your EDDM mailing, potentially diluting the effectiveness of multi-channel marketing efforts.
- Full route requirement: EDDM requires mailing to entire postal routes, which may include recipients outside your ideal target demographic, leading to less efficient use of your marketing budget.
- Reach doors without interested parties: The broad reach of EDDM means your materials will be delivered to every door, regardless of the occupants' interest in your product or service, which could lead to lower response rates compared to more targeted methods.
Each variation of direct mail marketing has its own pros and cons, so knowing the drawbacks is far from a death knell to your plan if you were leaning toward EDDM. In fact, keeping an eye on these potential pitfalls along with some of the most common mistakes businesses make in direct mail marketing will help you make an informed decision with your team and decide which features matter most.
Does Every Door Direct Mail Make Sense as Your Next Direct Mail Marketing Strategy?
In weighing the pros and cons of EDDM, it's clear that this strategy offers a potent mix of reach, efficiency and cost-effectiveness, particularly for local businesses and those looking to cast a wide net within a specific area. However, the lack of personalization and the broad, unfiltered reach mean it may not suit every marketing objective.
As you consider EDDM against other direct mail strategies, reflect on your campaign's goals, your budget and how much value you place on targeting and personalization. If broad exposure in a local area is your priority and you're looking for a cost-effective way to achieve it, EDDM could be an excellent choice for your next campaign.
If you're on the fence, comparing EDDM against its counterparts could provide further clarity:
- Every Door Direct Mail (EDDM) vs Targeted Mailing — Which Is Right for You?
- Addressed Saturation Mailing vs. Every Door Direct Mail (EDDM)
For businesses contemplating EDDM, Integra offers the expertise and support needed to navigate the complexities of direct mail marketing. Whether you're ready to launch an EDDM campaign or still exploring your options, our team is here to help you make the most informed decision for your marketing strategy. If you’d like to learn more about working with our team on your print and mail projects, click below!
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