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Reaching New Customers With EDDM

If you’re a small business marketing mainly to local customers, Every Door Direct Mail (EDDM) can be an excellent tool to make sure you’re reaching your entire market. Whether you simply want to reach out to potential new customers, alert those in your service area to a sale or promotion, or announce new products and services, EDDM can be a cost-effective way to maximize your reach. But how do you know if EDDM is right for your business?


  • Easily reach every address in a specific area
  • Large format mail pieces stand out from other mailbox contents
  • No cost of purchasing/maintaining a mailing list
  • You can mail yourself at the retail counter – no permit necessary
  • Lower per-piece postage than addressed mail
  • Excellent for marketing where geography is the most important factor in finding customers

If your business is largely aimed at sales to the general public, with a broad customer base, EDDM may be the perfect marketing tool for you. Because you mail to every address on each route you select, you don’t need a mailing list that must be validated and presorted (at additional cost) every time you send a mailing out. You simply choose the area you want to reach, select your routes, and go! The USPS-provided tool shows you each route, and can give you information on the average household size and income of each route, as well as age demographics for a specified range.

The USPS’s EDDM tool makes finding your target areas and costs simple and fast

However, if your business is mainly sales to other businesses, to a clientele that is a smaller portion of your local residents, or you need to mail to a large volume of pieces, this service probably isn’t what your business needs. A more focused targeted mailing, while more expensive in up-front costs, will ultimately give you a greater return for the money spent.

If you sell products or services that are best marketed in a specific age group or to a specific income group, you can only see how much of each route is in that group–you have no way to target those addresses while excluding those less likely to generate business.


  • You can’t choose part of a route – you must mail to ALL addresses (or just residential) on each route
  • Overall postage costs may be more than a narrowly targeted mailing campaign
  • No personalization – because you can’t control which piece ends up at which address, you can’t use variable data to customize your mailer
  • Limit of 5,000 pieces per ZIP Code per day for retail mailings – more requires bulk mail processing with a postal permit
  • Strict size and weight requirements can be more expensive to print than simple letters or standard-sized postcard

Is EDDM Right for Me?

If you’re still uncertain whether EDDM is a good fit for your business, get in touch with us, and we’ll work with you to figure out the exact needs of your business, and what kind of mail marketing will be the best fit for your needs. We can help you identify your core market, how best to reach that market, and whether EDDM would be an effective tool in driving more business to you.

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The Power of Print

In today’s digital world, print may feel old-fashioned, a relic of an age somewhere in the past. The truth, however, is that the medium of print is now more powerful than at any time in recent history at making an impact with potential clients. We all see countless advertisements online every day, and most of us ignore every one that comes across our path. Popups are closed, inline ads are scrolled past, videos are skipped, all to get to the content we were after in the first place. While digital advertising has its place, most of the time it just feels intrusive and unwanted.

In contrast, print requires more deliberate action. Receiving a printed piece–be it a brochure, a card, or any other form of printed material–forces us to pause and give attention the the material now in our hands. It creates an instant bond by placing something tangible in the hands of a potential customer, something that can’t be pushed away with a simple gesture or click. People hang on to print pieces that catch their attention, whether due to design or quality of workmanship, increasing the likelihood that your brand is what they see when they need the product or services they offer.

Print carries other benefits over digital marketing, as well. A high-quality printed piece carries more credibility. Anyone can throw together a quick static ad and put it on display online, getting many impressions for mere pennies. Quality print, by contrast, is an investment. It takes time to create an engaging design, up front expenses for printing that only increase with premium materials, and yet more time and effort to distribute. We intuitively understand that volume of work that goes into getting a piece of printing from concept to a tangible object.

Branding: Printed materials are an excellent format to solidify and strengthen your brand identify. By consistently using the same images, fonts, and colors, you create a visible presence by which your target market can recognize you.

Specific Market Targeting: Whether you’re trying to advertise in a specific geographic area, or to a specific niche market, print allows you to reach some market segments that are more difficult to target online. With tools like Every Door Direct Mail from the USPS, you can place your advertising in every household within a certain distance of your location, or even saturate entire ZIP Codes. Ads in smaller trade publications are more likely to be seen by their target audience than ads placed online.

More Engaging: People spend more time and give more attention to printed pieces than to online advertising or content. The information presented in a printed piece is more likely to be remembered and recalled by someone than what’s seen online.

Increasingly More Affordable: As more and more businesses and organizations move to an increasingly digital footprint, the demand for advertising space in printed publications has fallen. As such, your advertisements are likely to be less crowded by potential competitors, have more available space, and cost less than they once did.

At the end of the day, you want each interaction you have with a potential client to have the greatest chance of converting to business, donations, or some other involvement with the organization you’re promoting. Print, simply, has the greatest potential to creative that connection.