What is EDDM® and is it Right for Your Business?
As a local business, the task of getting your message out there can seem overwhelming. Luckily, there are a few tools that make it easy. One of the best tools for reaching customers in a geographical area is provided by the post office. It is called Every Door Direct Mail® (EDDM®) and it’s a cost-effective way to market locally.
What is EDDM?
Every Door Direct Mail® is a service provided by the United States Postal Service that lets you target specific mail carrier routes and send a mail piece (called a flat mailer) to every residential household along the route. You don’t need to have addresses, names, or any contact info at all – the USPS just sends your mailer to everyone on the route.
You can also target an area and hit the carrier routes that intersect with that area. This is perfect for a business like a pizza restaurant that wants to target people in their delivery area.
How does EDDM® work?
You can only send flat mailers using EDDM®. There are specific requirements on the USPS’s EDDM® website but, essentially you’re limited to something like a postcard, brochure, or flyer. You can’t send a package using EDDM, for example. You can use the USPS’s website to coordinate your EDDM® campaign on your own, but it is common to use a print shop to handle the mailing details in conjunction with printing your direct mail pieces.
Is EDDM right for me?
There lots of businesses that can benefit from using EDDM®, from dentists, to local churches, to politicians. If your marketing message is relevant to people in a specific geographical area, EDDM® is a great way to get it out there. Here’s a list of some businesses that are natural fits for EDDM® campaigns.
- Retail Stores
- Medical Professionals
- Dry cleaners
- Auto Sales and Services
- Nurseries and Landscaping
- Political Campaigns
- Coffee Shops
- Financial Services
- Home Services
- Non-profit Organizations (that may qualify for a reduced postage rate)
EDDM® lets you get creative with direct mail
EDDM® is a great way for you to get creative with your message to customers year round. Many small businesses promote discounts and special offers to locals in their area with EDDM® mailers, which have a higher value perception than a standard coupon. While your EDDM send must stick to the flat mailer format, the rest is up to you.
Be sure to include strong calls to action, promote time-sensitive sales or promotions, and include clear, easy-to-read phone numbers, addresses, or dates. Capture their attention quickly and give them the important information right away. EDDM® campaigns can bridge the gap between physical and digital marketing. By pointing potential customers to your website, or making discounts only redeemable online, you create a one-two punch by engaging your audience both on and offline.
Tips for great EDDM
Using a print shop to coordinate your EDDM® campaign is pretty easy. The hard part is making a campaign that really stands out. Here are some best practices to help you create a killer EDDM® campaign.
Use a large mailer format. The large mailer format automatically sets you apart from the crowd. Go big or go home!
Use a special stock or finishing effect. High gloss UV, soft touch coating, foil stamping and embossing are great ways to make your piece unique and eye-catching. These kind of features help create the sensory experience that makes direct mail so powerful.
Make sure your headline is large and demands attention. EDDM® gets the message to everyone, but you only have a few seconds to grab their attention, so make it count. You want your headline to be compelling and entice people to keep reading and interacting with your mailer.
Use great photos or illustrations. Less really is more when it comes to getting and keeping the attention of your prospects. Infographics, photos and big, crisp graphics will help your piece stand out. These are more engaging than cluttering up your direct mail piece with long waterfalls of text, which potential customers are less likely to read.
Make the mailer interactive. Adding elements that engage the customer is a great way to make an impression. Custom features like scratch offs are a great way to reveal offers and giveaways.
Make your call to action easy to follow. This is maybe the single best piece of advice we can give. Make sure the prospect knows what to do next. Do you want them to call you, come in to your store on a specific date, or find you online? Make this call to action clear and easy to follow.
Track your EDDM® success. Use unique coupon codes, URLs or specific EDDM®-only phone numbers so you can track the success of your campaign. How many people called, stopped by, or signed up to your site? This will give visibility into your marketing success – and push you over the edge into using more sophisticated marketing.
Every Door Direct Mail® is the perfect way for any small business to get their marketing in the hands of a local audience. If you’re interested in learning more about EDDM®, check out our offerings today.