This is where Every Door Direct Mail (EDDM) can be a powerful tool. EDDM is a service offered by the United States Postal Service (USPS) that allows businesses to send promotional materials to every household within a specific geographic area without needing to know individual addresses.
How does it work? You select ZIP codes with the demographics you desire (such as those with average household income over $100,000 or higher-than-average level of home ownership). Then you send your mail piece to every address in that ZIP code for a discounted rate.
What are some of the benefits?
Broad Reach and Targeting: EDDM allows marketers to blanket entire neighborhoods with their mail pieces, ensuring comprehensive coverage. This is particularly beneficial for those drawing the majority of their business from the local area, such as hair salons, restaurants, local retailers, and pet services.
For these types of businesses, nearly every resident within their geographic area is a potential customer, so EDDM gives them the ability to reach their customer base at a highly discounted rate.
Businesses can also target neighborhoods outside of their own ZIP codes. A tax preparation service, for example, might want to promote its services in ZIP codes with a higher-than-average household income. Or a daycare might want to target neighborhoods with a higher than average percentage of young homeowners. This allows marketers to focus their efforts on regions with the highest potential for return on investment.
Cost-Effective: One of the most significant advantages of EDDM is its cost-effectiveness. EDDM offers reduced postage rates and eliminates the need for mailing lists, thereby lowering the overall cost of the campaign.
Ease of Use: EDDM is designed to be user-friendly. Marketers can easily plan and execute their campaigns through the USPS website, which offers tools to select target areas, estimate costs, and prepare mailing bundles. It even offers design templates. This accessibility makes EDDM attractive for small businesses and those new to direct mail marketing.
Enhanced Local Presence: For businesses looking to raise their brand visibility and establish a strong local presence, EDDM can ensure that every household within a chosen area receives their mail piece. This is a highly effective way to increase brand awareness and drive foot traffic to their physical locations.
What are some of the drawbacks?
Drawbacks of EDDMWhile EDDM is highly effective, it is not for everyone. There are some drawbacks to EDDM that are important to consider, as well:
Lack of Personalization: While EDDM’s broad reach is advantageous, it also means that the mailers are not personalized. Unlike targeted direct mail campaigns that can address recipients by name and tailor messages to specific demographics or behaviors, EDDM materials are generic, which can reduce their impact and engagement.
Potential for Waste: EDDM’s strategy of sending mail to every address in a designated area can lead to waste if the campaign is not a good fit. For example, a business offering senior care services might select a ZIP code with a high percentage of retirees but still find that a significant portion of their mailers are delivered to households without seniors.
Limited Formats: EDDM has specific limitations regarding the size and weight of the mail pieces that can be sent. Marketers still have wide creative latitude, but it’s important to stay within the established guidelines.
Where Does EDDM Fit Your Strategy?
Every Door Direct Mail (EDDM) is a valuable marketing tool that offers broad reach, cost-effectiveness, and ease of use, making it particularly suitable for local businesses looking to raise their visibility in their communities. However, marketers should also consider the lack of personalization and potential for waste during the planning phase.
By understanding the strengths and limitations of EDDM, you can determine where and when EDDM fits into your strategy.
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