Are you looking for an affordable and easy solution to increase exposure to your business? Using Every Door Direct Mail or Saturation Mail could be a tool that can help your business grow. EDDM and Saturation Mail are very similar bulk mailing options offered by the USPS and understanding both is vital to choosing the right option for your business.
Whether you are using EDDM or Saturation Mailing, preparation will go a long way in achieving the best results. Establishing your goals, identifying your market and developing effective mail-pieces will help you choose between EDDM and Saturation Mail, ensuring you get the most out of your direct mail marketing efforts.
Establishing a marketing goal
In order to effectively harness the power of direct mail marketing, you should identify what exactly you hope to gain from your efforts. If you don’t know what you want to accomplish with your campaign, then it is nearly impossible to decide which bulk mailing option is the best for you. Are you attempting to drive up sales, generate more leads, improve customer loyalty, or increase brand awareness?
Whatever you decide, setting a clear, single minded objective and giving yourself a metric to measure against, will help you see the results of your direct mail marketing efforts.
Here are a few examples of direct mail marketing goals for you to consider...
- To generate 100 sales leads over the next 60 days.
- To have 300 customers redeem a coupon that was mailed to them.
- To have 50 new prospective clients call and set a meeting.
- To have 75 previous clients return to your business.
- To Generate 25% more traffic to your website.
Identifying your customers and market
To execute a successful direct mail marketing campaign, you must identify who you customers are and where they are located. Precisely establishing your market will help you improve your response rate and your return on investment.
Think about what your current customers have in common and consider who your ideal customer is. Prospective clients are cut from the same cloth that your current and ideal customers are. Once you know who you are marketing to think about where they would be located, so you can identify areas to send your marketing materials.
Questions to answer when identifying your customer and market...
- Where do your customers live, how far do you expect your customers would travel to take advantage of your products and services?
- Who can most benefit from your product or service? Like parents, car enthusiasts, or homeowners.
- What income range do your customers fall into?
- What age range are your customers?
- What are your customers purchasing habits?
If your company is focused on business to business (B2B) sales ask...
- What industry can take advantage of your products and services?
- What size businesses are your customers?
- What is the revenue of businesses you wish to connect with?
- What is the job title or seniority of the contact you wish to reach?
Once you have identified your customer base and market, you can decide how broad or how narrow your direct mail marketing campaign needs to be. This is key when comparing EDDM vs. Saturation Mail.
What is EDDM and what is Saturation Marketing?
Now that you have identified your goals, your customer base, and your market, you have enough information to choose if EDDM or Saturation Mail is best for your business. Both options are similar but have some major differences that set them apart from each other.
Every Door Direct Mail is a program from the USPS that is focused on simplicity and affordability. Since the post offices does not need to do as much sorting or preparations EDDM can cost less than other bulk mailing options. The program does not require any mailing list, instead you will choose a mail carrier route off the USPS EDDM website and your mail will be delivered to each household on the mailing route you have chosen.
EDDM is intended for flats, like postcards, newsletters, etc. Mail-pieces need to be larger than 6 1/8” x 11”, smaller than 12” x 15” and lighter than 3.3 ounces. EDDM is offered in two flavors, EDDM Retail and EDDM BMEU. With the retail version, you will be required to bundle all of your mail in stacks of 100 with your mailing slip on top, and deliver your bundles to the post offices on your routes. EDDM retail customers are also limited to sending 5,000 mail-pieces per day.
If you decide to use a provider/mailhouse, you will be able to take advantage of EDDM Business Mail Entry Unit (BMEU). Using a BMEU can make bulk mailing dead simple and ensure that all your mail-pieces are sent out correctly, especially if your printer provides bulk mailing services. This allows you to print and mail all under one roof.
With saturation mailing there are no limitations on the size of your mail pieces, so you can take advantage of brochures, flyers, letters, catalogs, etc. Postage cost will vary based on the size and the weight of your mail-pieces. The most notable difference between EDDM and Saturation Mail is the fact that you will need to purchase a mailing list because your mail will be addressed to a specific person like John Smith or Kelly Clark.
Preparation for saturation is much more involved than EDDM, each mail piece must be addressed and labeled with a zip code. If you are using saturation mail, it is highly suggested that you find a printer that is also a bulk mailer.
Unlike EDDM, which is delivered to every household on your chosen route, saturation mail does not require you to hit every mailbox. This allows you to target more specific demographics, so long as you mail to a large percentage of each route. This can help you cut costs considerably by narrowing down to only customers you feel could benefit the most from your products or services.
For instance, if you are running child care center, sending your marketing pieces to households without children may not be very beneficial to you. With Saturation Mail, you can purchase a list of homeowners who have children and target them for your services. This will save you time, paper and money.
Even in today's digital world direct mail marketing is a highly effective way for you to grow your business. Achieving the best return on your marketing investment is directly dependent on you choosing the best solution for your goals. By making the right preparations, establishing your market, and choosing the right bulk mail solution, you will see your business grow.
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