What is EDDM? An Introduction

Posted by Dave Olesen on Jul 10, 2017 10:25:05 AM

What is EDDM and how does Every Day Direct Mail work? Every Door Direct Mail®, known simply as EDDM®, has received a fair amount of attention since it was introduced in 2011 and is prominently featured on the U.S. Postal Service’s® website. If you have visited the USPS® website and explored EDDM then you’ll know the USPS has provided a robust mapping tool for geographic targeting with demographic information provided by the U.S. Census Bureau.

The USPS says that EDDM is a good fit for some businesses but not a good fit for others. More specifically, the USPS acknowledges that it is good for some direct mail marketing communication purposes but not for others. So, whether you are a small business owner, marketing coordinator or even a marketing manager in a large company, you need to understand EDDM’s strengths and weaknesses. In today’s highly competitive marketplace, it’s important to know when EDDM is the right direct mail tool and when it should be set aside for other alternatives.

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Topics: Direct Mail Marketing, Direct Mail Tips, EDDM

Automated Direct Mail: Best Practices in Marketing Efficiency and Effectiveness

Posted by Dave Olesen on Jun 27, 2017 11:03:47 AM

Marketing automation is dramatically cutting the time it takes to respond to prospects and customers. It is efficient and drives scale. It is also proving to be more effective than manual processes.  Five years ago, when marketing automation (and the inbound method) was beginning to gain traction, Nucleus Research pointed out that it was driving a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. The gains since then have been substantial with many more companies embracing the inbound marketing methodology and automation platforms. Marketing automation is also increasing message personalization at scale. In essence, it is transforming all communication channels including direct mail which has once again become popular for its unique contribution to driving engagement despite postage costs.   

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Topics: Direct Mail Marketing, Automated Direct Mail

Mailing Lists: Cloning Your Best Customers

Posted by Dave Olesen on Jun 19, 2017 11:27:39 AM

Many marketers struggle with the best way to reach their target audience. The choices are endless – while cold-calling and door-to-door sales are mostly things of the past, more sophisticated, modern options include emailing, social networking and advertising. What many marketers fail to realize is that direct mail, sometimes thought of as a past practice, can serve your brand incredibly well if executed directly – with targeted mailing lists. 

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Topics: Direct Mail Marketing, Targeted Mailing Lists, EDDM

Informed Delivery: Direct Mail’s New Frontier

Posted by Dave Olesen on Jun 12, 2017 11:31:40 AM

Digital marketing is a testament to Marc Andreessen’s famous observation  that “software is eating the world.”Without question, digital marketing has made great advances over the past ten years and continues on its path to dominate the marketing industry.In fact, marketing has already been so transformed that a key personwithin modern a marketing organization is the CMT:Chief Marketing Technologist and considerably more attention is been paid to the marketing technology stackthanks to keen industry observers like Scott Brinker of ChiefMartec.com. 

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Topics: USPS Informed Delivery

Informed Delivery:  Will the USPS Become America’s Trusted "Physemail Vault?"

Posted by Dave Olesen on May 23, 2017 9:07:44 AM

Several years ago, I evaluated mobile apps that let people send postcards because we are a leading print & mail fulfillment provider in this space. One thing became abundantly clear - mobile users don’t tend to keep many physical addresses for their friends, relatives and acquaintances on their devices.

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Topics: USPS Informed Delivery

Defining the Promotional Mix

Posted by Dave Olesen on May 16, 2017 1:23:24 PM

It almost goes without saying that every business needs to promote itself and its products and services. The word “promote” literally means to advance or move forward and it’s no wonder that “Promote” is the fourth “P” in the marketing mix. Unfortunately, many marketing specialists equate promotion with the whole of marketing by substituting the word “promote” with “market” when describing their services.

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Topics: Marketing Strategy

Are Your Letters Getting Opened?

Posted by Dave Olesen on May 3, 2017 11:13:11 AM

Overcoming hurdles in the Direct Mail Response Funnel

Direct mail marketing has an established and well-tested set of design techniques, processes and steps to maximize effectiveness. Within the Intermediate phase of the overarching process lays the Direct Mail Response Funnel. The funnel consists of four sequential steps taken by every recipient: Open, Read, Keep & Respond. Let's take a look at the first step –Open.

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Topics: Direct Mail Marketing

The 8 Characteristics of Direct Marketing

Posted by Dave Olesen on May 2, 2017 9:22:02 AM

Regardless of the tools or techniques, direct marketing communications typically have eight characteristics though all are not prominent every time. Let’s take a look at each one. I would encourage you use them as a checklist for your own use.

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Topics: Marketing Strategy

The 7 P's of Marketing

Posted by Dave Olesen on Apr 27, 2017 11:41:05 AM

In a previous blog, I presented the definition of marketing. Within that definition there are a set of activities. These activities are known as “The Marketing Mix.” Years ago, when manufacturing dominated the world economy, marketing was largely focused on physical products. As a result, the marketing mix was commonly known as “The Four P’s of Marketing” - Product, Price, Place and Promote.  Market research undergirded all activities.

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Topics: Marketing Strategy

USPS® Advances Targeted Direct Mail Ahead of EDDM with Informed Delivery™

Posted by Dave Olesen on Apr 18, 2017 3:20:33 PM

Every Door Direct Mail® is a useful direct mail option for businesses whose goal is local market saturation.  However, when it comes to targeting and the ability to drive greater relevance with personalization, the best bang for the marketing buck is still the following:  A great mailing list combined with a compelling offer and eye-catching visuals sent via the USPS®. 

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Topics: USPS Informed Delivery