We love Every Door Direct Mail because it makes mailing easy, but that doesn't mean it's right for every situation. To help you decide between EDDM and other direct mail options, we're introducing a series of articles highlighting situations when EDDM makes sense, as well as cases where you're likely to get better results with a more targeted approach. Let's get started!
When Every Door Direct Mail makes sense
First, let's talk about some ways you could use EDDM. Let's say you're a government agency – for example, a fire department or the local library. You want to let people know about a certain program or initiative, such as a reminder to residents to install smoke detectors in their homes or a calendar of upcoming events. In both of these cases, you probably want to reach as many people as possible, so EDDM makes perfect sense because you can mail to every address in a particular zip code or geographic area for as little as 14.5 cents per piece.
To get started, select from one of several EDDM templates or sizes. Then, go online and upload your piece or work with your local printer. Once the design is decided upon and printed, you can go to the USPS website and determine what carrier routes or areas you are trying to saturate with your mailpiece. Then you simply take your mailing and paperwork into you're the appropriate post office and in most cases it is delivered the very next day.
When targeted mail makes sense
But what if you don't want – or need – to blanket an entire neighborhood with your mailing? The fact is, EDDM isn't right for every situation. If you're trying to reach a very specific type of customer, Every Door Direct Mail is likely to be a waste of time, money, and paper.
For example, if you're a high-end boutique targeting middle-aged female shoppers, it's a smart move to take the time to put together a list of high-income homes with women in your target age group. Mail to every household in a particular zip code (even if it's a generally wealthy area) wouldn't make sense, because many recipients wouldn't be interested in what you're offering. This is a case where developing a targeted mailing list maybe a better solution. You can even personalize your postcard with the recipient's name. You can then mail an eye-catching postcard specifically designed to capture the attention of your prospects.
The bottom line: Every direct mail campaign is different. Before you begin, consider who you want reach and think about the best way to make that happen.