In a world inundated with digital marketing strategies, the United States Postal Service (USPS) offers a unique solution for businesses looking to make a tangible impact within their local communities: Every Door Direct Mail (EDDM®). In this article, we'll explore what EDDM is and help you determine if it's the right fit for your business.
What is EDDM®?
Every Door Direct Mail (EDDM®) is a targeted marketing service provided by USPS. It simplifies the process of reaching potential customers by allowing businesses to send promotional materials, such as postcards or flyers, to specific geographic areas without the need for a detailed mailing list. Instead, businesses can choose neighborhoods, postal routes, or ZIP codes, ensuring a broad yet localized reach.
Is EDDM® Right for Your Business?
1. Local Presence Matters: EDDM® is particularly beneficial for businesses that thrive on local customers. If your success is tied to the support of your immediate community, EDDM® can help you enhance your local presence.
2. Budget-Friendly Approach: Small and medium-sized businesses with limited marketing budgets can find EDDM® to be a cost-effective alternative. The flat postage rate per piece makes it an attractive option compared to traditional direct mail campaigns.
3. No Need for Mailing Lists: If the idea of maintaining and managing mailing lists seems daunting or expensive, EDDM® eliminates that concern. This makes it a hassle-free option for businesses that want to streamline their direct mail efforts.
4. Customized Local Messaging: EDDM® allows you to tailor your message to specific neighborhoods or communities. This localized approach can resonate more effectively with your target audience.
5. Visibility and Tangibility: In a digital landscape, physical marketing materials stand out. EDDM® materials go directly into mailboxes, ensuring high visibility and providing a tangible touchpoint for potential customers.
6. Flexibility in Design and Sizing: Whether you're announcing a grand opening, promoting a special offer, or building brand awareness, EDDM® materials come in various sizes and formats, providing flexibility to convey your message effectively.
7. Targeted Geographic Areas: If your business benefits from reaching customers within specific geographic areas or neighborhoods, EDDM® allows you to precisely target these regions without excess waste.
8. Ease of Use: The EDDM® service is designed to be user-friendly. With the USPS online mapping tool, businesses can easily select the areas they want to target, simplifying the entire process.
Getting Started with EDDM®
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Define Your Target Area:
- Use the USPS online mapping tool to select the specific neighborhoods or routes you want to target.
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Design Your Materials:
- Create eye-catching marketing materials that convey your message effectively.
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Printing:
- Get your materials printed, ensuring they comply with USPS guidelines.
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Prepare Bundles:
- Bundle your materials in accordance with postal requirements.
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Choose EDDM® Option:
- Decide between EDDM® Retail or Business Mail Entry Unit (BMEU) based on your campaign's scale.
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Complete EDDM® Forms:
- Fill out the necessary paperwork, providing campaign details.
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Pay for Postage:
- Pay the flat EDDM® postage fees, often more affordable than standard bulk mail rates.
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Distribute Materials:
- Drop off your bundles at the local post office for distribution.
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Track and Analyze:
- Use tracking and analytics tools to measure the success of your campaign.
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Refine Your Strategy:
- Based on results, make adjustments to improve future EDDM® campaigns.
Every Door Direct Mail (EDDM®) can be a powerful tool for businesses seeking to enhance their local marketing efforts. If your business relies on a strong local presence and you're looking for a cost-effective, targeted approach, EDDM® could be the key to unlocking new opportunities and connecting with potential customers in your immediate surroundings. Before diving in, carefully assess your business goals and local marketing needs to determine if EDDM® aligns with your overall strategy.