Use of Every Door Direct Mail (EDDM) is growing. Why shouldn’t it? This free direct mail targeting service from the United States Postal Service allows businesses to send pieces to targeted neighborhoods at a steep discount.
Know Your Audience
You may know the demographic characteristics of your audience, but how do they think? What’s important to them? Understanding what makes them tick allows you not only to send your mailings to the right people, but craft messaging that resonates with them.
Say you are a local fitness center. With EDDM, you can target neighborhoods with households with young children. Thus, you might craft your messaging around hours that work for busy, working parents.
Use Color Strategically
Many studies have been done on how different colors influence consumers’ thoughts, feelings, and actions. Colors like red and orange can create a sense of urgency and excitement. Cool colors like blue and green can evoke feelings of calm and trust. If you sending EDDM to neighborhoods that are multicultural, however, watch your cultural context. Colors can be interpreted differently in different cultures.
Maximize the Power of the Headline
Your headline is one of the first things your audience will see, so make it count. Keep it short and punchy. Utilize action verbs and emotional triggers to create a sense of urgency. Consider the difference between the following two headlines: “Discover Our Extensive Line of High-Quality Auto Parts” vs. “Let Quality Parts Power Your Ride!” Which is more likely to catch your eye?
Don’t Forget the Call to Action (CTA)
Don’t assume that your audience will automatically take action. In addition to designing your EDDM pieces around these best practices, include a well-defined call to action to guide recipients to the next steps. Tell them exactly what you want them to do, whether it’s visiting your website, calling a number, or redeeming a special offer.
Track and Optimize
You put a lot of work into your direct mail campaigns. Are they working? Set clear objectives such as response rates, conversions, or leads generated. Track key metrics, then adjust your mailings based on what you learn.
Direct mail continues to be a powerful marketing tool, and EDDM allows you to take advantage of the power of physical mail at a steep discount. By incorporating best practices, you can create EDDM mailings that not only capture attention but drive action.
Curious to hear how it would work for your organization? Just click below to get in touch.
