EDDM Cost Effective Marketing

  • Feb 9, 2017

Are you looking for cost-effective ways to market your business, product or cause?  Have you ever heard of EDDM?  EDDM is Every Door Direct Mail ™ this is a program that USPS has come up with. Designed to help businesses deploy promotions and advertisements to a targeted area, this U.S. Postal Service program allows you  to have your mailer hand delivered to every mailbox along chosen routes. Whether you’re a big company, a small business, a foundation, school, or charity this program provides a marketing tool designed to have your message hand delivered to every door within a specified mail route with postage rates as low as $.157.

You can use Every Door Direct Mail® Service to: 
Reach a location without a name or address
Send out local or national mail campaigns
Build traffic
Seek new customers
Promote a new service or product
Potentially increase revenue
Reduce mailing cost
Permit is not needed

Here’s how it works, you choose a zip code or specific carrier routes and the USPS carrier will drop your mail piece in their mail box.  You must mail at least 200 within that zip code or route and no more than 5000 per day.  Pretty simple huh?

It’s a win for your marketing solutions.  There are guidelines to follow, of course, but if you don’t want to buy a Postal Permit and purchase a current and accurate mail list of addresses in a particular city or neighborhood, and you want to reach every address, EDDM is an excellent low cost solution.  There are no individual names or addresses on your mail piece they are just hand delivered by the postal carrier.

EDDM is a great marketing tool for Realtors, doctors, dentist, restaurants, pool service, hair dressers, alarm companies, anyone wanting to target a specific zip code or neighborhood.  This is a great way to promote and drive traffic to your website, social media sites, apps, etc.

Are there drawbacks to EDDM?  Yes, it’s not a one size fits all marketing solution. You CANNOT mail what the USPS describes as either “postcards” or “letters.” (The USPS defines “postcards” as being at least 3.5 by 5 and no more than 4.25 x 6 inches, and “letters” as being at least 3.5 x 5 and no more than 6.125 x 11.5 inches.)  The mail piece MUST BE what the USPS describes as a “flat.” (The USPS defines “flats” as being at least 6.125 x 11.5 and no more than 12 x 15.)  We currently produce postcards, flyers, and sell sheets that meet USPS standards for EDDM.  For specific sizes, paper weights, layouts or more detailed information visit our website www.form-tech.net .

If you or your business are looking to market to a large or broad geographic area there are probably more cost effective ways to do so.  This program is meant for those wanting to target a specific small area.  Ex.  you own a mattress store and you would like to target neighborhoods surrounding your store or you are a health care professional wanting to target the surrounding area. This would be a good option for your business.  If you are a Tennis Club looking for only people that play tennis in your area there are better avenues to pursue to target that small niche market. EDDM would probably not be the most cost effective method of marketing for you.  It would be a great way for a Homeowners Association or School Districts to send their newsletter out without having to have and maintain current names and addresses.

One downside I see is you cannot send to just businesses.  So if you want to target businesses it will also be delivered to any residences in the area you have chosen.  You do have the option to choose to only deliver to residential addresses or you may have your piece delivered to both residential and businesses. Hopefully, USPS will eventually change that so that you may deliver only to businesses should you so choose but it is not available at this time.

This may or may not be a drawback.   It is the responsibility of the mail carrier to remember to place one mail piece in each mailbox since they are not sorted in with all the other mail.  So you are reliant upon that mail carrier to remember to put your piece in the appropriate box.  There is no way of tracking this on the USPS site.

Some suggestions in order to measure your success might be to place a coupon, QR code, or app on your piece and measure your results that way.  Print your website on the piece and if you have a large increase in web traffic then you might know it was driven from your mail piece.  If you are a new business and send to the residents around you of course, you should always ask them how they heard about you in order to measure your marketing.

I feel that USPS has done a good job with the information they provide on their website concerning EDDM and their instructions are fairly easy to read and follow.  If you are looking for a new way to market and this looks like it might be a good fit, I encourage you to check it out further.  We have more information on our website www.form-tech.net of course we always welcome your calls or the USPS site does a really nice job of explaining.  www.usps.com  Every Door Direct Mail.

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  • Tags: Dentist, Doctors, EDDM, flyers, Form-Tech, Health Care Professionals, Low Cost Marketing, Mailing cost, Marketing, postcards, Promotions, Relators, Restaurants, Service Industry
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