In today's digital age, small businesses often focus their marketing efforts online, neglecting the power of traditional direct mail. However, the United States Postal Service (USPS) offers a remarkable solution that can help small businesses make a significant impact within their local communities: Every Door Direct Mail (EDDM). In this article, we'll explore what EDDM is and how it can be a game-changer for small businesses aiming to boost their local presence.
Understanding Every Door Direct Mail (EDDM)
EDDM is a USPS service designed to simplify the direct mail process, making it accessible and affordable for businesses of all sizes, particularly small businesses. Unlike traditional direct mail campaigns that require purchasing and maintaining mailing lists, EDDM allows businesses to target specific geographic areas or neighborhoods without the need for individual addresses.
Benefits of EDDM for Small Businesses
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Cost-Effective Marketing: Small businesses often operate on limited budgets. EDDM is a cost-effective solution as it eliminates the expense of buying mailing lists. You pay a flat rate per piece, which can be significantly lower than standard postage rates.
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Localized Targeting: EDDM empowers small businesses to focus on their immediate community or chosen neighborhoods. This means you can tailor your message to a local audience, which is more likely to engage with your business.
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No Address List Hassles: With EDDM, there's no need to worry about maintaining address lists, which can be time-consuming and costly. The USPS EDDM tool allows you to select your target area with ease.
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Tangible and Memorable: In the digital age, physical marketing materials like postcards and flyers can stand out and leave a lasting impression. EDDM materials go directly to your audience's mailboxes, increasing visibility.
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Versatile Sizing and Design: EDDM materials come in various sizes and formats, giving you the flexibility to convey your message effectively. Whether it's a special offer, event announcement, or general branding, you can design it to suit your needs.
Getting Started with EDDM
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Define Your Target Area: Use the USPS EDDM online mapping tool to select the neighborhoods or routes you want to target. Consider demographic data and proximity to your business.
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Design Eye-Catching Materials: Invest in professionally designed marketing materials that resonate with your local audience. Ensure your branding is consistent and your message is clear.
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Print and Prepare Materials: Once your materials are ready, get them printed in the required quantities, following USPS guidelines. Bundle them according to postal requirements.
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Choose EDDM Retail or BMEU: Decide whether you want to use the EDDM Retail or BMEU option for mailing, depending on the scale of your campaign.
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Complete EDDM Forms: Fill out the necessary paperwork, providing details about your campaign and target area.
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Pay for Postage: Pay the EDDM postage fees, which are generally lower than regular bulk mail rates, at your local post office or through an online USPS Business Account if you're using BMEU.
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Distribute Your EDDM Materials: Drop off your bundles at the local post office for distribution to your chosen areas.
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Track and Analyze: After your EDDM materials are in the hands of your recipients, use tracking and analytics to measure the success of your campaign. Analyze response rates, conversion rates, and ROI.
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Refine Your Strategy: Based on the results, make necessary adjustments to improve your future EDDM campaigns.
In conclusion, USPS Every Door Direct Mail is a valuable tool for small businesses looking to build a strong local presence. It's a cost-effective, localized, and tangible marketing solution that can help you reach and engage with your community effectively. By utilizing EDDM, small businesses can unlock new opportunities and connect with potential customers in their immediate surroundings. So, if you're seeking to expand your local influence and grow your customer base, EDDM is the key to success.