Your business may want to send information to a large audience based on specific needs or interests. In other cases, your message may be less specific, and your organization would benefit from reaching as many people as possible regardless of who they may be.
When developing a direct mail strategy, clear objectives must be created. One of the key decisions that needs to be made is whether to target a specific demographic or saturate a geographic location. If the objective is to saturate a local market or spread your message to as many households as possible, then using Every Door Direct Mail is an extremely successful and cost-effective strategy for you to use.
What is Every Door Direct Mail?
Every Door Direct Mail or EDDM, is a service provided by the US Postal Service that allows mailings to be sent without the use of a mailing list or specific addresses. Consumers and businesses can be reached based on the neighborhood or ZIP code they are located in, simply by identifying the mail carrier routes that you want to target.
EDDM Saves Money by Pre-Sorting Mail Pieces
Even with the rise in technology driven direct marketing, electronic communications, and internet-based marketing, EDDM is still one of the most cost-effective ways for you business to reach a large geographically targeted audience.
Since you or your EDDM provider do all the heavy work of sorting the mail pieces and packaging for the USPS, costs are cut considerably compared to other bulk mailing options. And depending on your mailing list, it could be cheaper to use EDDM.
Will EDDM Help You Achieve Your Marketing Goal?
Before you do anything, it is important to decide what you want to gain from your direct mail marketing campaign.
Once you have set your goals such as generating more leads, engaging with an underexposed local market or promoting a sale, then you can decide if EDDM is right for your business. It is also important to note, that because EDDM reaches every household on a given USPS carrier route, depending on your products or services, it may be more beneficial for you to reach a more targeted audience. For example, if you are promoting organic dog food it would be better to reach individuals who own a dog while if you are promoting your mattress sale, everyone uses a mattress, so using EDDM is a great marketing strategy.
Getting Started on Your EDDM Campaign
Because you do not need a mailing list for EDDM, the process is much different. Luckily, there are handy mapping tools like Conquest’s EDDM mapping tool and the USPS Map Key that allows you to see and choose a carrier route and then pick to target a specific route or audience based on household size, age, income, and ZIP code. Your mail will then be delivered to each address on your chosen route.
A sample image of the USPS' EDDM cost calculator. This can give you a general idea of how certain routes have different costs. To see how much EDDM with Conquest will cost for your area, check out our EDDM product page and mail price calculator.
What Type of Mail is EDDM Eligible?
If you choose to go with an EDDM provider who is also a printer, you will be able to include the EDDM printing specs for your mailers you would like to use along with uploading the art after you have chosen your carrier route.
Based on USPS guidelines, EDDM is intended for flats such as postcards and newsletters or folded mailers like brochures. EDDM mail-pieces need to be at least 6.25” x 9 or 6” x 11”, and they need to be smaller than 12” x 15” weighing lighter than 3.3 ounces.
There are two forms of EDDM offered including EDDM Retail and EDDM BMEU—known as Business Mail Entry Unit. For EDDM Retail you are in charge of sorting and delivering the mail pieces to the post office yourself while EDDM BMEU, your provider handles everything. With EDDM Retail, requirements include bundling all of your EDDM mailers into stacks of 100 with your mailing slip on top. You are also limited to sending out 5,000 mailers per day.
If you are utilizing EDDM to save time and money your best option would be to choose EDDM BMEU so you don’t have to worry about any of the heavy lifting. You can even find a printer who offers EDDM so everything is taken care of for you under one roof.
Designing Your Mail Pieces to Achieve the Best EDDM Results
When deigning your EDDM mail pieces, be sure to design the art in accordance with the USPS printing regulations with the above sizes mentioned in place. These requirements are very strict. For design help you can utilize a professional designer or take advantage of an EDDM design template.
You will want to also include a design that makes your marketing materials stand out. Include an intriguing call to action, eye-catching images and colors and contact information. You can even include a unique URL to track who responds to your EDDM marketing campaign.
Interested in learning more about EDDM or ready to get started? Explore the related blogs below, contact one of our direct mail experts or click the button below to get started on your EDDM campaign today!
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