Do you want to get the word out about your business to the people that matter the most in your markets? Are you looking for a simple, cost effective and proven solution for mailing to entire neighborhoods? EDDM may be perfect for you!
What is EDDM you ask? EDDM is a bulk mailing option offered by the United States Postal Service that allows your business to reach potential customers without knowing their address. Simply choose the mailing routes you feel would benefit your business and your mail pieces will be delivered to every active address on your designated route.
Is EDDM the right bulk mailing option for your direct mail marketing?
There are several bulk mailing options offered by the USPS for you to choose from. Determining what your direct mail goals are will help you make an informed decision about which option is right for your business.
Some questions to ask yourself when deciding if EDDM is right for you are:
Can everyone on the postal carrier route you selected benefit from your products or services? It’s important to think about what exactly you are marketing and who exactly you are marketing to. When choosing a route, make sure you consider the neighborhood you are targeting and that it is a viable area to market your product or service. For instance, if you’re marketing lawn care, you most likely do not want to target an area full of row houses or apartment complexes who have no lawn to care for.
Do you want to mail to a list of specific addresses? With EDDM your mail-piece will be sent to every household on the carrier route you have chosen. You can target census demographics like, age range, household income and size to better target potential customers. However, if you have a mailing list picked out already or are interested in in targeting specific households, a traditional direct mail solution may be better for your needs.
Are you a Business to Business (B2B) retailer? If you are marketing to businesses you may not want to use EDDM. With EDDM you can mail to residences on a carrier route, or businesses and residences on a carrier route. Unfortunately, you can not mail to only businesses on a carrier route.
What is your expected delivery time? If you need something delivered quickly EDDM is not the best option for you. Average EDDM delivery times fall between 7-14 days from the time it is delivered to the post office.
Using EDDM to achieve your marketing goals
EDDM is very effective in certain circumstances. When using EDDM, simplicity and affordability should be your primary concerns.
One of the most effective uses of EDDM is to reach a location without the use of a mailing list. If you have identified an area you feel could benefit from your products or services, but have little or no exposure to your business, EDDM is an ideal solution to reaching those potential customers.
Newsletters and Postcards are popular EDDM pieces that can help grow your business exponentially. Both can boost traffic to your business by providing customers with useful information or giving potential and returning customers an incentive to visit your store.
Since you or your EDDM provider do all the mail sorting and packaging for the USPS, costs are cut considerably compared to other bulk mailing options. Even if you already have a mailing list picked out, it could be more cost effective to use EDDM.
How does EDDM work?
Putting together an EDDM marketing campaign is simple.
Step 1. Establish your direct mail marketing goals
Before you do anything it is important to decide what you want to gain from a direct mail marketing campaign. Once you have set a goal like, generate more leads, engage with an underexposed local market, or promote a sale, then you can decide if EDDM is right for your business.
Step 2. Design your mail pieces and have them printed in accordance with USPS guidelines
Developing your mail pieces is very important when using EDDM. The USPS has very stringent size requirements that allow them to process your EDDM order quickly. Your mail-piece must be taller than 6.125” or longer than 11.5” and smaller than 12”x15”. The USPS has specific guidelines about what areas of your mail-pieces must remain blank which you can find here.
Once you have created the artwork for your mail piece you will need to have them printed. When choosing a printer consider one that is a EDDM Provider. Also, speaking with a customer service representative is a good idea to make sure that EDDM is the right solution for your goal and that you are getting the best deal possible.
Step 3. Choose your mail routes
When choosing your mailing routes do your research. The USPS’s EDDM Mail Carrier Route Map is a powerful tool to help you choose the best carrier routes for your marketing goals.
Remember, you may also target census demographics within your carrier route. Doing so can help narrow down potential customers and help you save money on mailing cost by weeding out routes you feel may not be interested in your business.
EDDM Retail vs EDDM BMEU Provider
Once you have your mail-pieces ready to go, it’s time to decide if you want to handle your EDDM yourself or have a provider do all the work for you.
More often than not, having your printer take care of your EDDM preparation for you will save your business time and money. Be sure to speak with a customer service representative at your printer to be sure that you are making the most of your marketing dollar.
If you have a lower number of mail-pieces that need to be delivered to local mailing routes, choosing to take care of bundling and delivering to the post offices yourself could be a worthwhile option. EDDM Retail does not require you to have any sort of permit and is fairly simple to put together. If you choose to process EDDM yourself, you will be using EDDM Retail.
If you choose EDDM Retail you will need to separate your mail-pieces into 100 piece bundles with your EDDM slips on top. You will then need to deliver those bundles to the post offices that are responsible for the carrier routes you have selected. This may require you to travel to several different post offices and if you are targeting a wide area, could take a considerable amount of travel time and expense. For more details on EDDM Retail visit the USPS EDDM website.
EDDM is a fantastic way to reach potential customers simply and affordably. It may take a little work to make sure that you qualify for the cost savings, but with some planning, EDDM can help you achieve your marketing goals.
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