EDDM is a service provided by the US Postal Service: Every Door Direct Mail.
From the USPS website:
Use Every Door Direct Mail® (EDDM®) services to promote your small business in your local community. If you’re having a sale, opening a new location, or offering coupons, EDDM can help you send postcards, menus, and flyers to the right customers. Use the EDDM Online Tool to map ZIP Code(s)™ and neighborhoods—even filter by age, income, or household size1 using U.S. Census data.
The idea here is that for local businesses, targeting people specifically by geographic location (versus other types of marketing demographics) often makes sense. If you’re a restaurant, for instance, location is one of your primary demographics. And the USPS makes that possible to do, without having to purchase mailing lists, a major cost savings.
The USPS EDDM page walks you through the steps of selected your target area, the costs and the procedures.
Making Your EDDM Campaign Pay off
EDDM is a form of direct mail. We will be doing more articles about creating successful direct mail campaigns but here are some basic tips:
- Keep your message simple with a clear, prominent call-to-action.
- A colorful, eye-catching design commands attention. Full color printing is more affordable than ever so harness the benefits!
- Offer a deal if you can: a discount, special pricing, etc. (Including a QR code enables people to take action easily.)
- Provide contact information so people can make contact with questions.
When You’re New in Town
If your new business needs to penetrate a geographic area for customers, announcing your presence via an EDDP campaign makes sense. People are inundated with marketing from all directions so your goal is to cut through the general noise and let them know that you’re there, offering whatever you offer, and enticing them to give you a try.
Successful sales requires repetition. The rule of thumb is that it takes seven “contacts” to get attention so, budget permitting, plan an EDDM campaign, not a one-time mailing.
If you have any questions about an EDDM, give us a call at 330-597-8560. We’re happy to help you get the most out of your printing project.
