The Role of Every Door Direct Mail in Building Brand Awareness | Taradel

In this increasingly modern age, and with the rise of intelligent AI language models such as Chat GPT, advertising has become more digitally round-the-clock and repetitive than ever before. So much so, in fact, that traditional advertising and marketing platforms like Every Door Direct Mail have cooled off.

From a marketer's point of view, that's a good thing. Especially for those who are savvy enough to leverage this digital onslaught by turning to something a little different and under-exploited. That ‘something’ is a unique method known as Every Door Direct Mail, and in this article, we are going to explain just one of the many reasons why you should be in the savvy group we mention.

With far fewer marketers using Every Door Direct Mail to reach prospects or reinforce their brand voice, this previously saturated and completely over-utilized outreach technique is probably more viable and effective than ever, and you will be surprised at just how effective it can be. Provided you use it correctly, that is.

Through this article, we are going to explain how to do just that. We will look at why Every Door Direct Mail is so effective and how you can deploy this tried and tested marketing technique to reinforce your brand and build increased awareness.

So, read on if you are a marketer looking to enhance established modern marketing techniques and exploit a platform that no one sees coming. But first, let’s clear something up. What exactly is Every Door Direct Mail?

Every Door Direct Mail Explained

Every Door Direct Mail (EDDM) is a very simple yet ingenious service that blankets a close-knit area with printed marketing materials (like a postcard or flyer), casting a wide net for maximum effect.

EDDM delivers your promotional materials straight to every doorstep along a mail carrier's route, ensuring that your message reaches every potential customer within a 1-2 mile radius.

Local businesses with mass appeal, such as upscale eateries, sleek auto repair shops, insurance agents, or even top-notch electricians, can harness EDDM's power to ensure everyone in a targeted area becomes acquainted with their brand. It's a formidable tool for spreading awareness and communicating your unique value proposition to the masses.

Arguably the best thing about it, however, is that it really doesn't drain your budget. EDDM is surprisingly and refreshingly affordable (you can design, print, mail postcards for less than the cost of a stamp — including postage!)

With EDDM, there's no need for a mailing list, and the cost per unit remains attractively low. Taradel's EDDM service is an innovative, clever, and highly effective solution for businesses looking to make a lasting impression in their community by enhancing their brand voice, yielding sales with a great ROI, or both.

Is EDDM Effective?

You might describe EDDM as having its heyday through the eighties, nineties, and early noughties. Basically, EDDM performed consistently and reliably for decades, without hindrance, until something came along that caused its popularity among marketers to decline. The internet.

The world wide web presented an opportunity to reach consumers instantly, free of any publishing costs, and with more measurable results through various techniques such as split testing. As a result, marketers turned to the internet in droves. 

This came at a time when EDDM was over-saturated; most people would open their mailboxes in the morning to be greeted by a barrage of letters and flyers promoting everything from local pizza restaurants to national mortgage brokers. If anything, direct mail became a little intrusive and repetitive, which, in turn, reduced the effectiveness of an EDDM campaign.

Ironically, Every Door Direct Mail has become way more effective over the last decade owing to two things; Firstly, EDDM is considered more niche these days, with most advertisers relying on digital campaigns over traditional print. Secondly, and at the same time, a phenomenon known as ‘banner blindness’ is beginning to reduce the effectiveness of digital campaigns. In other words, EDDM has cooled off over the last decade or so, meaning those mailboxes are no longer ‘slammed’ with adverts, while at the same time, your average person is inundated with digital adverts, offers, and promotions.

Content Switching

This ‘banner blindness’ is a direct result of having too many adverts presented to people in digital format during the rise of the smartphone. The average consumer now scrolls through social media feeds quickly, almost in a hurry, skipping between articles, posts, and adverts in haste, looking for something that grabs their attention. There is even a term for it known as content switching.

EDDM, on the other hand, is a tangible product that lives outside of the content-switching realm, arriving in consumers' hands when they are away from smartphones or computers. In other words, you have their attention. And with fewer marketers utilizing EDDM (in comparison to 20 years ago), their attention is almost undivided.

How Can EDDM Enhance Your Brand?

Every Door Direct Mail provides a fantastic opportunity to strengthen your brand voice within the local community or even nationally. By leveraging this powerful marketing tool, you can create a strong emotional connection between your brand and prospects.

How? Again, we need to draw comparisons with digital marketing to explain how that emotional connection can be achieved. EDDM is a tangible product that leads to an almost visceral connection, as the recipients actually hold the letter or flyer in their hands - in comparison to seeing yet another arbitrary digital banner.

The touch and feel of the literature. The smell of freshly printed ink. The colorful, eye-popping creatives. These things all contribute to a physical connection between your brand and the prospect. In this digital age, consumers appreciate that type of connection, and some people even find it a little nostalgic!

Aside from this more personal connection, there are some other features of EDDM that will serve to elevate your brand:

Personalization: EDDM empowers you to fine-tune your communication, captivating your target audience with precision. Craft a message that strikes a chord with your audience, ensuring your brand leaves an indelible mark and distinguishes itself from the rest to appeal to your target audience. 

Crafting a compelling message that resonates with your audience will ensure your brand stands out and leaves a lasting impression.

Consistency: Deploying good quality marketing materials through EDDM campaigns can bolster your brand's reputation as steadfast and dependable. This unwavering consistency breeds familiarity, forging brand loyalty among your target demographic.

Visibility: EDDM guarantees that your promotional materials are hand-delivered to potential customers, increasing the likelihood of engaging with your brand. This unparalleled visibility is vital in fostering brand awareness and propelling customer acquisition.

Community Presence: EDDM's neighborhood-centric approach enables you to cultivate a commanding presence within your community. Consumers tend to gravitate towards familiar local businesses, and EDDM paves the way for your brand to become the preferred choice in your vicinity.

But how specifically can marketers create EDDM campaigns that are effective and successful? At Taradel, we have a team of highly experienced EDDM experts who are able to oversee the creation of your EDDM campaign, taking everything off your hands, from targeting to literature design and distribution. 

If you prefer a more hands-on approach, we have a few tips that we can share in order to create a winning EDDM campaign. Let's take a look at a few.

Tips on Improving Your EDDM Campaign

To maximize the effectiveness of your EDDM campaign, you should be mindful of a few key aspects of the creation process, including (but not limited to) the following:

Eye-catching Design: You should design promotional materials that boast striking visuals, crisp messaging, alluring imagery, and a compelling call to action. This captivating combination seizes the attention of potential customers, enticing them to interact with your brand.

Targeted Distribution: Exercise strategy when selecting distribution routes. Investigate your target audience, opting for mail carrier routes that mirror your ideal customer profile, guaranteeing a greater likelihood of success.

Offer Value: Incorporate exclusive deals, discounts, or special promotions into your EDDM materials. These enticing offers inspire potential customers to act, boosting conversion rates.

Test and Iterate: Consistently assess your EDDM campaigns' performance and employ data-driven insights to fine-tune your approach. Experiment with varied messaging, designs, or targeting tactics to achieve optimal results.

Consistent Scheduling: Commit to a regular EDDM campaign schedule, preserving your brand's presence in your target audience's consciousness through repeat targeting. This unwavering consistency is instrumental in cultivating brand recognition and nurturing customer loyalty.

The Bottom Line

Every Door Direct Mail provides an opportunity for businesses to break through the cacophony of the digital world and effectively captivate their target audience. Harnessing EDDM's budget-friendly and focused strategy, you can amplify brand awareness, foster customer loyalty, and propel your business to new heights. 

With meticulous planning, a keen eye for detail, and an unwavering commitment to delivering value to prospective customers, EDDM can seamlessly integrate into your marketing repertoire as a formidable force. 

Amidst the era of digital saturation, EDDM provides a tactile and refreshingly intimate avenue to forge connections with your audience, establishing itself as a savvy option for businesses looking to differentiate themselves from the competition.