How Does Every Door Direct Mail Work?

Posted by Dave Olesen on Aug 3, 2017 12:59:36 PM

In Part I of this series, I explained what Every Door Direct Mail® (EDDM) is and how it came to be introduced by the USPS. To understand how it works, it helps to keep in mind that EDDM is essentially a flyer distribution service that bypasses most of the USPS’s mail processing infrastructure. It also helps to remember that EDDM was originally designed to be a self-service solution for local businesses that only needed geographic targeting. As EDDM has matured, some printers and mail service providers have developed end-to-end services. The cost for their services is essentially a trade-off between the time it takes for you to learn and manage the process yourself vs. having someone else do it for you. 

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Topics: Direct Mail Marketing, Direct Mail Tips, EDDM

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

3 Ways to Track Direct Mail Response Rates

Posted by Dave Olesen on Oct 4, 2016 4:26:04 PM


What defines good direct mail response rates? If you followed the advice in our How to Develop Direct Mail Marketing Objectives post, then you started your campaign with clear, measurable goals.The DMA 2015 Response Rate Report found that the average direct mail marketing campaign generated a 3.7% response rate. Without defined methods of measuring your campaign’s success, how do you determine if you have achieved your goals? The answer is easy actually, measure everything.

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Topics: Direct Mail Tips

4 Valuable Writing Tips for Your Direct Mail Marketing

Posted by Dave Olesen on Sep 30, 2016 9:55:49 AM

Writing copy for direct mail marketing campaigns is often overlooked in the design process. Poorly written and formatted text will only guarantee a low response rate and keep you from achieving your objectives. The same level of detail and attention that goes into your graphic design should be put into your copywriting.

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Topics: Direct Mail Tips

3 Critical Things to Always Review on Your Direct Mail Proof

Posted by Dave Olesen on Sep 28, 2016 9:49:00 AM

After sending their direct mail artwork to the printer, many marketers relax believing all the hard work is complete. They could not be more mistaken. The proof that the printer will provide is a critical and often overlooked step in sending effective direct mail. 

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Topics: Direct Mail Tips

4 Vital Tips to Effective Direct Mail Design

Posted by Dave Olesen on Sep 23, 2016 10:35:24 AM

First impressions are everything. The first interaction a new prospect has with your company is through advertising in almost every case. This includes digital and print, from your website and social media to your prints ads and direct mail.

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Topics: Direct Mail Tips

4 Call to Action Tips to Improve your Direct Mail Response

Posted by Dave Olesen on Sep 20, 2016 3:03:37 PM

Have you recently sent out a direct mail campaign that did not generate the response rate you were targeting? One of the most overlooked components of a successful campaign is having a clear and direct call to action on your postcard. A call to action  or "CTA" is an instruction to the audience to provoke an immediate response. If your direct mail postcards do not have a clear CTA, why are your customers going to respond to your mailing? Is it clear to them what the next step is?

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Topics: Direct Mail Tips

3 Key Benefits of Targeted Mailing Lists

Posted by Dave Olesen on Sep 16, 2016 10:11:36 AM

Success in direct mail marketing begins with the right mailing list. There are many methods available today that allows you to saturate entire geographical areas with direct mail. But what are the chances that every household in a whole zip code has an interest in your products or services?

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Topics: Direct Mail Tips

4 Ways to Harness the Power of Personalized Direct Mail

Posted by Dave Olesen on Sep 14, 2016 5:20:59 PM

People find personalized marketing more engaging and memorable. According to an InfoTrends/Cap Ventures study, personalized direct mail yields 24.5 percent increase in conversion, 31.6 percent overall profit increase, 36 percent increase in response rate, and a 48 percent growth in repeat orders. The ability to send an individually customized mail piece is the power behind personalized direct mail. It separates your custom mailers from the crowd with personalized text and images, helping to make your pieces both eye-catching and relevant to your recipients.

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Topics: Direct Mail Tips

How to Develop Direct Mail Marketing Objectives

Posted by Dave Olesen on Sep 13, 2016 4:12:04 PM

The most important step of any successful direct mail marketing campaign is developing clear, defined objectives. It is critical that a marketing team define why they are mailing a campaign, what results to expect and how to measure success. It can be hard work to quantify your marketing objectives. Far too many companies skip this step only to find their direct mail campaign fail. A solid list of direct mail marketing objectives will follow these guidelines:

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Topics: Direct Mail Tips