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Targeted Mail vs. EDDM: Which Is Right for You?

Sep 07, 2012


Is Every Door Direct Mail (EDDM) right for you? That depends on your goals. Traditional targeted mail is still a great option for many businesses, especially if you want to create a custom mailing that will help clone your best customers. But with new industry-specific templates from Click2Mail, EDDM can be an excellent, affordable option in certain situations. 


Targeting: Clone your best customers with the Look Alike Report


When it comes to building your business and reaching new customers, your best bet is often to start with what you already have. In other words, identify your best current customers, discover their key characteristics, and then create a direct mail campaign that targets other people who share those same qualities. Sound complicated? It can be, if you don't have the right tools. Fortunately, Click2Mail's Look Alike Report offers a way for you to “clone” your best customers and create a highly targeted mailing list


How does it work? We take your current list of customers and analyze it to uncover the characteristics of your current customers. You get an in-depth summary of who exactly your customers are, allowing you to develop even more targeted marketing campaigns. Even better, you'll be able to order a list of similar prospects, so you can reach the people who are likely to be interested in what you offer. 


The Look Alike Report is a great option for businesses that have a specialized customer base – such as a high-end boutique, a children's clothing store, a financial planner who serves wealthy clients, or a gourmet grocery. Basically, if you have a business that appeals to a narrower swath of people, then our Look Alike Report could be the tool that helps you reach the best prospects. 


Sound intriguing? Give one of our customer support experts a call at 866-665-2787 and we’ll answer any questions you have about the Look-Alike Report. We’ll even send you a sample so you can see for yourself what a powerful tool this is.


For products and services with mass appeal: Every Door Direct Mail


But what if you have a product or service that has more mass appeal? You may not necessarily need to fine-tune your mailing list – you just want to reach as many prospects as possible. In these situations, Every Door Direct Mail (EDDM) may be the right solution. EDDM allows you to affordably mail to every address in a neighborhood, without a specific list. 


For certain industries – such as real estate, restaurants, maid services, and plumbers, EDDM is a strategy that makes a lot of sense. Here are a few examples of EDDM in action: 


  • A family-style restaurant sent a 12 x 4.5 folded mailer – the perfect size for a menu – to every address in surrounding neighborhoods. 
  • A maid service created a 6.5 x 9 postcard advertising its fall cleaning specials and had it delivered in areas where it hoped to expand. 
  • An independent insurance agent developed a 7 x 10 tri-fold mailer advertising his services, and included a tear-off reply card that people could drop in the mail to request a free review of their insurance needs. 


EDDM offers a lot of opportunities for businesses of all types, and to make things even easier, we've designed a number of industry-specific EDDM templates – for everything from financial services firms to real estate agents. You can request a complete list of available industry templates by emailing us at .(JavaScript must be enabled to view this email address). Also, our team can work with large businesses and franchises to create custom-designed EDDM pieces. Contact us for more details.


When it comes to direct mail, whether it a highly targeted campaign or EDDM, the options are nearly endless. Come back next month; we’ll be talking about how to target specific demographic groups and share some more examples of the industries and cases for which EDDM makes sense.


Still not sure whether EDDM or targeted mail is right for you? We'd be happy to help you evaluate your options and design a mailing campaign that helps you achieve your goals. Drop us a line at .(JavaScript must be enabled to view this email address) or give us a call at 866-665-2787. We're here Mon-Fri, 9AM to 8PM Eastern Time, and we're always eager to answer your questions.