The Every Door Direct Mail™ (EDDM™) program has been smash hit for small business
owners and advertisers across the U.S. since it's launch in 2011.

Based on the overwhelming success of the program, the USPS® is asking regulators to allow the service to become a permanent offering. During the Postal Service's difficult, recent economic times, the EDDM™ program has generated tens of millions of dollars in new revenue.

3 Tips for Every Door Direct Mail Success

EDDM™ is a cost efficient way to saturate your local neighborhood with powerful offers, information, and coupons. There are many ways to utilize this program to its full advantage whether it be for branding, driving sales, or simply increasing awareness at the local level. When companies mail directly to prospective customers, they create an emotional response and lend credibility to their products, services, and brand. A few ways to guarantee success with the EDDM program is to know your target audience, focus on great design, and repeat mailings to keep prospective (and current) customers engaged.

Targeting
Knowing your target audience is one of the big keys to success with the EDDM program. This allows you to target the areas that will gain the best response for you. Targeting smartly reduces the risk of sending mailers to an area that does not require your services. This will also aid in future marketing endeavors so that you can avoid mailing to areas that will not create a response.

Design
The design is important because it should reflect a benefit or value to your customers receiving them. Offering benefit and creating value with the offers on your mailer will entice your customers to try out your products and services. If a company wants to captivate their target audience, they have to include an offer that is valuable to their customers. Customers respond more to ads that can benefit them in any way. This builds value to your company and your services.

Frequency
After your initial mailing becomes a great success, there is no reason to stop there. Doing a mailing every few weeks or monthly will keep your customers engaged. The companies that gain the most response back are the companies that continue to do mailings to keep their customers intrigued. When doing repeat mailings, include different offers and change up the design with a few tweaks to keep your mailer interesting and new.