Last updated on March 13th, 2023 at 02:07 pm
What if there were a surefire way that you could use the Post Office? Yes, you can use the United States Post Office to get more paying customers to hear about your business.
There is a way, and it’s called Every Door Direct Mail.
Every Door Direct Mail (EDDM) is a specific service the United States Postal Service started that utilizes the Post Office to mail out up to 5,000 of your advertising mail pieces per day in specific, targeted zip codes.
To put it simply; Every Door Direct Mail is a game-changer for small businesses.
The process for EDDM is pretty straightforward:
- You use the USPS mapping tool to help choose postal routes
- Then, you create/design/print your mailpiece
- Pay online or in person at the Post Office
- The Post Office delivers your mailing
So why should you use EDDM?
Let’s say you own a restaurant or a dry cleaning business in town and you want to advertise to a specific location in town. You can do SEO and garner customer reviews, but that takes time, effort, and money. EDDM you can do for pennies.
Imagine if you could send out 5,000 printed flyers to a specific zip code announcing a new sale or the grand opening of your store. That’d probably get some foot traffic in the door, right?
Every Door Direct Mail is Efficient
SEO and content marketing can be so indirect that sometimes it’s hard to know whether the right people are even seeing your marketing efforts. With EDDM, you know for a fact that the “right” people are receiving your marketing communications.
For instance, if you own a business in the city of San Diego, but just opened a new location in Irvine, Every Door Direct Mail is a great way to target any potential customers in Irvine. You wouldn’t have to implement a new SEO strategy in order to target people in Irvine, you could just send them a mailer.
Every Door Direct Mail reaches people you can’t with digital marketing
Believe it or not, there’s plenty of people that don’t use a computer when trying to find a new business – whether it’s a restaurant or a shoe shine store. This might be a generational thing, but many people still prefer receiving a printed newspaper every morning.
In advertising, it’s important to reach as many segments as possible. Direct mail is another such segment. You don’t want to put all your eggs in one basket, as the saying goes.
Every door direct mail makes sure that you’re reaching the people who aren’t searching on the internet for businesses like yours. They’re virtually guaranteed to come into contact with your marketing materials.
Every Door Direct Mail is Cost-Effective
EDDM is by far one of the cheapest marketing methods out there.
For example, if you were to do a TV commercial, you’d end up paying tens of thousands of dollars. Or, if you were to do a radio spot, you’d end up paying thousands of dollars as well. This is not the case with EDDM.
Instead of spending thousands of dollars to get your message out to people that might not hear it, you could embrace EDDM. It is guaranteed that people will see your mailer and will be at the fraction of the cost.
You won’t need to but addresses or spend time compiling the mailings, EDDM takes all the hassle and significant costs out of the equation.
All you’ll need to do is design your mailer and have it printed. Ordering from Printivity makes the ordering process simple by being able to order online and have them sent straight to you. Then, you just pay to get them mailed out at the local post office.
The bottom line, EDDM saves you both money and time. Any small business owner is certainly interested in a product that can save them both money and time.
You can measure Every Door Direct Mail without complicated analytics
Let’s say you were using EDDM to announce a special sale, and you created a printed postcard that you sent out that included a specific coupon code on the postcard. It is easily trackable and simple to figure out the success rate of your campaign.
Beyond that, simply asking people that showed up or called your event/opening/etc. would give you an unscientific analysis of the effectiveness of your EDDM campaign.
Every Door Direct Mail should be one of your marketing buckets
I’m not arguing that Every Door Direct Mail should be the only marketing campaign you use.
What I am arguing is that EDDM can be a cost-effective way of marketing your business in specific areas where you want to gain customers. You won’t have to spend a lot of money and you’re almost guaranteed to get results.
It’s certainly one of the cheaper forms of marketing out there, and it’s reaching a targeted market, which is about as good as it can get from a marketing perspective.
If you need help getting an EDDM printing project started, contact Printivity today.