Every Door Direct Mail* is a popular way to reach customers, but is it right for your business? In this blog, we survey the top five key criteria for deciding whether to choose between "EDDM" or a targeted direct mail campaign. Check it out and you'll make a smart decision every time.
USPS Every Door Direct Mail was originally conceived as a self-service option for local businesses who wanted to distribute flyers and postcards to nearby neighborhoods such as local pizza parlors, dry cleaners and auto repair shops. Determining whether it makes sense to use EDDM vs. a targeted mailing is actually quite easy. Here are the top five criteria:
Segment: Do you primarily offer products or services to businesses or consumers? If you just whispered "businesses" then you should immediately think of sending a targeted mailing with a current business mailing list provided by a mail service provider. Here's why:
The cost of using USPS Every Door Direct Mail to market to businesses is almost always prohibitively expensive. To send to businesses, you must also send to all residences within the same carrier route. In the vast majority of cases, there will be four, five and even ten times more residences than businesses. Very simply, the amount of money you actually spend on postage to reach businesses will be much higher than a targeted mailing including the purchase of a mailing list.
Demographics: Turning to consumers, demographics such as age and income are the next key consideration. The reason is essentially the same as what was just described about "Segment." EDDM does not let you distinguish between residences within carrier routes. You are required to send to all even if they are wildly outside of your demographic criteria.
For example, let's assume you offer a product or service to young families who are just starting out. It's possible that a large percentage of families within the same carrier route are a little older, more established and unqualified prospects. Once again, the real cost of postage to reach the young families increases significantly because of the wasted mailing pieces.
Personalization: Studies have clearly shown that personal direct mail makes a difference. According to the USPS Household Diary, even adding the name of the recipient to the address causes them to engage more than when "Resident" or "Occupant" is listed. This is especially true when offering a service. "Occupants" don't buy services, people do.
Timing: How soon do you need to get your marketing message into the hands of potential customers? If you're promoting an event or need to get the message into hands quickly, then a targeted mailing makes more sense. This is because it takes at least two weeks for USPS Every Door Direct Mail mailings to be delivered once they're in process. On the other hand, a First Class card or letter generally makes its way across the nation within 3-1/2 days from any location.
Cost: Embedded in each of the previous four criteria has been cost, but mostly described in the context of spending too much on postage. However, there are additional costs to using USPS Every Door Direct Mail. These include printing, labor and time. These costs need to be considered because they add up quickly. This is why "all-inclusive" EDDM providers are so popular. All-inclusive providers simplify the EDDM process in the same way they do all direct mail services.
For a more in-depth understanding of EDDM vs. targeted direct mail, download our free guide: Is EDDM: Is it Right For Your Business?"
*Every Door Direct Mail and EDDM are registered trademarks of the USPS.