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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?

Pros

  • 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.

Cons

  • 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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