Are you curious about Every Door Direct Mail (EDDM) and how it distinguishes itself from conventional direct mail services? Let's delve into the intricacies of EDDM, its advantages over regular direct mail, and how your business can leverage this USPS service to optimize your marketing efforts.
Understanding EDDM
Every Door Direct Mail (EDDM) is a specialized service offered by the United States Postal Service (USPS). Unlike traditional direct mail, EDDM simplifies the process for businesses by eliminating the need to create or purchase mailing lists. This innovative service allows businesses to target specific geographic areas or USPS "routes" without the meticulous task of compiling mailing addresses.
EDDM vs. Regular Direct Mail: The Key Differences
1. Address Sourcing Simplified: Traditional direct mail necessitates the creation or purchase of mailing lists, a process that can be time-consuming and challenging, especially for newcomers. EDDM, however, streamlines this by allowing businesses to focus on the mailing process without the need for a detailed list of addresses.
2. Geo-Centric Nature of EDDM: EDDM operates on a geo-centric principle. Businesses can tailor their mailing lists based on geographic regions and routes, offering a unique advantage. This approach facilitates more efficient canvassing of neighborhoods and parts of neighborhoods, enabling mailers to target more relevant audiences.
3. EDDM Benefits Over Regular Direct Mail: EDDM's primary advantage lies in its simplicity. By removing the burden of sourcing mailing addresses, businesses can redirect their efforts toward designing effective postcards and enhancing other aspects of the mailing process.
Advantages of Regular Direct Mail Over EDDM
1. Control Over Leads List: Regular direct mail provides mailers with greater control over their leads list, leading to higher conversion rates and improved campaign analytics. Businesses have the flexibility to curate lists based on various sources, resulting in more targeted campaigns.
2. Personalization Through Metadata: Regular direct mail excels in high-quality lead scenarios. By collecting metadata, businesses can segment mailing lists into highly targeted groups, allowing for personalized and customized campaigns that often yield better conversion rates.
3. Variable Data Printing: This feature enables the tailoring of each mailed piece to individual customers, incorporating personal details, product preferences, colors, and more. The result is a highly personalized approach that tends to boost conversion rates.
Combining EDDM and Regular Direct Mail
It's crucial to recognize that businesses can leverage both EDDM and regular direct mail. While EDDM simplifies the process, regular direct mail provides finer control, boosting campaign performance. This dual approach allows businesses to optimize their direct mail strategies effectively.
Getting Started with EDDM
The process for initiating an EDDM campaign is straightforward:
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Navigate to the USPS EDDM application:
- Use the application to choose your routes and obtain a postage quote.
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Gather production and shipping information:
- Determine the number of pieces to print and identify the post offices for mailing.
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Design and print mailers:
- Adhere to EDDM specifications outlined on the EDDM page.
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Drop off printed pieces:
- Take your materials to the local post office for distribution.
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Track sales and analyze results:
- Monitor the effectiveness of your campaign to inform future strategies.
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Repeat the process:
- Continuously refine and repeat the EDDM process for ongoing marketing success.
In conclusion, Every Door Direct Mail (EDDM) is a powerful tool for businesses aiming to enhance their local marketing efforts. Whether you choose EDDM, regular direct mail, or a combination of both, understanding the unique benefits of each approach is key to maximizing your campaign's impact and achieving optimal results.