Nov 05, 2012
At Click2Mail, you can choose from a vast array of different mailing options – whatever your situation, we have a solution to fit your needs. But how can you quickly decide what strategy you should use with your next direct mail campaign, especially when making one of the biggest decisions: EDDM vs. targeted mail?
A quick refresher: EDDM, or Every Door Direct Mail, allows you to send a direct mail piece to every address in a targeted area at a single, low price. Targeted mail, on the other hand, involves mailing to a highly targeted list.
Which is right for you? It really depends on your specific needs. To help you decide, complete our checklist, selecting either A or B:
A. My customers could be virtually anyone – men or women, young or old, single or married, retired or working, etc.
B. My customer base is narrower – women with small children, wealthy homeowners, corporate executives, etc.
A. I want to reach as many prospects as possible with my mailing.
B. I want my mailing to reach a smaller, more select group of people.
A. I want to send a large mailing, but my budget isn't huge.
B. I want to send a smaller mailing, and I'm willing to pay slightly more per piece to make sure it gets to the right people.
A. I don't have a mailing list, and I don't want to purchase one right now.
B. I have a mailing list, or I'm willing to purchase a list.
If you selected mostly “As,” then EDDM may be a good choice for your business. If you chose mostly “Bs,” then targeted mail could be the best way to go.
For example, Liz, who just started a business making wedding cakes, completed our checklist and quickly realized that targeted mail was the best strategy for her. Her prospective customer base was relatively narrow. She knew that she had to reach a select group of people – prospective brides – and she was willing to spend a little more per piece to get her mailing into the hands of those women. Liz also already had a mailing list of brides-to-be that she'd gathered from exhibiting at a local bridal show.
Once she realized that targeted mail was the way to go, Liz put together a booklet self-mailer showcasing several of her most stunning cake designs, which she sent to her list of prospects. The mailer was a big success, with Liz eventually securing several cake orders from mailer recipients.
Tom, who owns a gutter-cleaning and window cleaning service, also completed our checklist. He noted that his customers could be virtually anyone, and that he wanted to reach as many people as possible with his mailing. In addition, Tom had a strict budget for his direct mail campaign, so he wanted to get the biggest bang for his buck. And while he had a list of people who'd used his services in the past, he wanted to expand into new areas, but he didn't want to spend his limited dollars buying a list of homeowners in those neighborhoods.
Tom put together a 6.5 x 9 postcard mailer reminding recipients that everyone should have their gutters cleaned in late fall. He also included a coupon code for new customers that people could use when booking their appointment online, as well as a QR code that, when scanned, took recipients directly to the “book an appointment” page on his website. Finally, he used EDDM to send the postcard to every address in his target zip codes. The response to the mailer was excellent, and many recipients turned into repeat customers.
Whether you want to reach as many people as possible or a smaller, more targeted group of prospects, Click2Mail has a mailing solution that will work for you.