Struggling to make your business known in your local community or wondering how to reach every potential customer near you efficiently? Every Door Direct Mail (EDDM) might just be the game-changer you need.

This powerful tool lets you blanket an entire area with your marketing materials, ensuring that no potential customer is missed, all without the hassle of acquiring and managing complex mailing lists.

This article dives into how EDDM can significantly enhance your local marketing efforts, from increasing visibility to boosting direct sales – and how to boost your conversions with more targeted marketing once you’ve started building that prospect pipeline.

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What is Every Door Direct Mail (EDDM)?

Every Door Direct Mail is a service offered by the USPS that allows businesses to send mailers to a targeted area without needing to know the exact addresses. The service routes your marketing materials to every household or business within chosen postal routes, making it an excellent tool for broad-distribution advertising.

This approach differs significantly from targeted direct mail campaigns, which require specific mailing lists with precise addresses and are typically used for sending personalized communications to a select group of recipients.

EDDM is ideal for reaching a general audience with promotional offers, community news, or event announcements, whereas targeted direct mail is better suited for customized, direct communication with a segmented audience. Understanding current USPS service standards is important when planning your campaign timing.

When to Use EDDM (And When Not to Use It)

Every Door Direct Mail (EDDM) is a powerful tool for broad-based marketing campaigns, but it isn’t the right fit for every situation. The key to success with EDDM lies in understanding when its broad reach is an advantage, and when a more targeted approach might be necessary.

Using EDDM Correctly

EDDM excels in situations where reaching a wide audience within a specific geographic area is crucial. For instance, at Click2Mail, we helped a volunteer fire department in a wealthy community to use EDDM to inform locals about their reliance on voluntary support, resulting in a significant boost in donations.

Lots of different types of businesses and organizations can use this method. For example, a pizza shop can benefit from EDDM by sending promotional flyers to every household within their delivery radius, ensuring everyone knows about their tasty offerings.

Using EDDM Incorrectly

However, EDDM can be less effective or even wasteful when used for more niche services that appeal to a more specific audience. For example, a veterinary clinic specializing in cat care might not find EDDM beneficial if their mailers are sent to households without cats.

Similarly, businesses offering services like landscaping or painting might not want to use EDDM, because a significant number of mailers may go to apartment complexes where residents do not typically require such services.

In these cases, targeted direct mail, which reaches a selected audience based on specific criteria, would likely yield better results and higher return on investment. Consider demographic-targeted direct mail approaches or list segmentation strategies for better targeting.

Tip: Did you know you can automate all of your direct mail with Click2Mail’s CRM Hub? Learn more here.

Designing Effective EDDM Mailpieces

Creating impactful Every Door Direct Mail (EDDM) pieces is essential for catching the attention and interest of a broad audience. The design and content of your mailpieces play a critical role in ensuring that your message is not only delivered but also compelling and memorable.

Here are some key tips to keep in mind when designing your EDDM mailings:

  • Keep Your Message Clear: Ensure that the primary message of your mailpiece is straightforward and easy to understand at a glance. Follow the principles of effective direct mail copywriting.
  • Use Engaging Visuals: Incorporate eye-catching graphics and a cohesive color scheme that reflects your brand, making the mailpiece visually appealing.
  • Strong Call-to-Action (CTA): Every mailpiece should include a bold and direct CTA, such as inviting the recipient to visit your store, attend an event, or check out your website. Make sure the CTA provides a clear next step for how recipients can engage further with your business. Effective response devices are crucial for campaign success.
  • Highlight Key Benefits: Clearly articulate the benefits of your offer or message, making it clear why the recipient should care or take action. Understanding what makes people respond to direct mail offers can help craft effective messaging.
  • Ensure Legibility: Use fonts and font sizes that are easy to read from a distance. Avoid cluttering the design with too much text or overly complex images that could detract from the main message.
  • Test Different Designs: Consider A/B testing different designs to see which ones resonate most with your target audience, allowing you to refine future campaigns based on real feedback.

How Click2Mail Can Help Your Next EDDM Campaign

Click2Mail provides a comprehensive set of tools and services to enhance your EDDM campaigns:

  • Postage Options: Choose from postage rates as low as 15.6 to 17.7 cents per piece, depending on the level of service selected.
  • Flexible Mailing Sizes: Send out anywhere from 200 to 5000 pieces per day to meet the scale of your campaign needs.
  • Variety of Formats: Select from six attention-grabbing, oversized formats that stand out in the mailbox and provide ample space for detailed messaging and compelling visuals. Explore our direct mail formats guide for more options.
  • Service Levels Tailored to Your Needs:
    1. Print and Prep Yourself: For maximum savings, we print your mailpieces and ship them with all necessary instructions and USPS documentation for you to prepare and mail locally.
    2. Print, Prep, and You Mail: We handle the printing and preparation, then ship your mailpieces ready for you to drop off at the local Post Office.
    3. Full Service: For ultimate convenience, we manage the entire process from printing to mailing, ensuring your campaign reaches its designated routes efficiently. This is part of the growing DIY revolution in direct mail marketing.

The Next Step: A More Targeted Marketing Campaign With Click2Mail’s CRM Hub

While Every Door Direct Mail (EDDM) offers a broad reach and is great for initial get-out-the-word campaigns, at a certain point you’ll likely need to get more targeted with your direct mail marketing efforts. That’s where Click2Mail’s CRM Hub comes in, allowing for precision and personalization that can significantly enhance customer engagement.

Unlike EDDM, targeted direct mail uses detailed customer data from your CRM to send personalized communications directly to a specific audience. This method is ideal for promotions, special offers, or customer appreciation messages that resonate more on an individual level. This approach is part of the growing trend of CRM and direct mail integration.

Benefits of Using the CRM Hub for Targeted Direct Mail:

  • Efficiency and Time Savings: Automate the entire mailing process from data entry to dispatch with direct mail automation.
  • Cost-Effectiveness: Reduce overhead by eliminating manual processes and optimizing mail dispatch.
  • Personalization at Scale: Leverage CRM data to craft mail that speaks directly to the recipient, enhancing engagement and loyalty. Advanced personalization techniques can significantly boost response rates.
  • Flexibility: Easily adjust campaigns based on real-time data and customer feedback.
  • Analytics and Insights: Track the effectiveness of each mail piece, helping you refine strategies and improve outcomes. Direct mail analytics is crucial for optimizing future campaigns.

Check out the Click2Mail CRM Hub today and make a personal connection with your customers.

Learn How to Automate Your Direct Mail Campaigns With Our Free Downloadable Guide

Revolutionize your marketing efforts with our free comprehensive guide, “How to Automate Direct Mail Marketing.” Available for free download below, this guide is crafted for business leaders eager to overcome the challenges of traditional direct mail through innovative automation solutions. Learn to simplify processes, reduce costs, and enhance campaign effectiveness.

Key Takeaways:

  • Identify and Overcome Challenges: Understand and address the common challenges in traditional direct mail.
  • Discover Modern Solutions: Explore technological innovations that automate and enhance direct mail efficiency.
  • Real-World Applications: See how others have successfully implemented these strategies.
  • Practical Walkthrough: Receive a step-by-step guide on integrating automation with CRM systems.

Benefits of This Whitepaper:

  • Efficiency and Savings: Reduce manual effort and cut costs in your direct mail campaigns.
  • Targeted Automation: Ensure timely and relevant campaign delivery.
  • Enhanced Personalization: Customize communications to meet customer preferences.
  • Optimized Marketing: Continuously improve your strategies through detailed tracking and analysis.

Fill out the form below to download for free.

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