Oct 09, 2012
Different businesses have different mailing needs. For some, targeted mail – where you send your piece to a carefully selected list – makes the most sense. For others, Every Door Direct Mail (EDDM), which allows you to reach every address in a certain area, is the smartest approach. To help you determine which direct mail option makes the most sense, consider these two case studies.
Business-to-business services. Bill owns a growing IT solutions company. He wanted to send a mailer advertising his services to small businesses that may be looking to outsource their IT needs for the first time. After looking over the options on the Click2Mail website, he quickly determined that EDDM didn't make sense for him. While he wanted to keep his costs as low as possible, he also wanted his mailing to reach the right prospects. That meant putting together a highly targeted list of small businesses, not blanketing entire neighborhoods with his mailer.
Bill used Click2Mail's mailing list services to create a list of prospects. He was able to quickly build a list of companies in his city and then narrow it down further based on criteria such as business size and the year the company was founded. After seeing all the options for customizing his list, Bill decided to do two mailing campaigns – one for real estate offices and another for financial planning firms. Each mailpiece featured unique copy and artwork so that it would appeal to different types of businesses owners.
Then, Bill used Click2Mail's easy-to-use online interface to upload his mailpieces and send them on their way. It has been a couple of months since Bill's direct mail campaign, and he reports that the response rate has been excellent – he's added several new clients to his roster and several others are in the pipeline, all as a result of his laser-targeted direct mail campaign.
Real estate agent. Naomi is a real estate agent who specializes in selling homes in a few neighborhoods in her mid-size city. She wanted to increase her name recognition in the community, so that when people are interested in buying or selling a home, they think of her first.
Naomi decided to mail a quarterly newsletter to every address in her target neighborhoods. After reviewing six different EDDM templates, she opted for an 8.5 x 11 double-sided mailer. She included color photos of a couple houses she was currently listing, some information about upcoming community events, and her picture and contact information. Since Naomi works in several different neighborhoods, she customized the mailers by zip code.
Naomi's sent out her first EDDM mailer a few months ago, and is currently in the process of putting together a second newsletter. So far, the response has been great. She's seen an uptick in inquiries from both potential buyers and sellers, and community leaders have started to reach out to her to ask if she'll include news about their upcoming events in her publication. “The newsletter helps people get to know me in a non-threatening way, and also positions me as a community resource,” reports Naomi. “I'd do it again in a heartbeat.”
As you can see, targeted mail and EDDM can both be effective, provided that you understand what you hope to achieve with your direct mail campaign. The key is dedicating a little time to planning now, so that you can reap big rewards in the future.