Direct Mail Is Not Junk

There are companies that are criticizing the US Postal Service's Every Door Direct Mail (EDDM) Program, claiming how ineffective and environmentally hazardous it is. These companies obviously do not work directly with small businesses that are looking to get their name out there. This program has been plenty effective and direct mail is only considered "junk mail" if you let it be.

Every piece of information and offer coming to a mailbox was generated and produced for a specific reason. "Junk" denotes that something is useless and unwanted; it seems unfair to cluster all advertisements into one category. In comparison, there is a wide variety of television shows but do people think negative on all TV shows just because one particular series is not their cup of tea? No. There is always something for everyone and when people close off their minds and focus on the negativity, that's all they'll see.

Instead of coming at it from a negative point of view, these people should see how direct mail has built a foundation for small businesses to gain profits, all the way up the chain to opening more locations.

There are so many benefits to direct mail. It is perfect for a small business to advertise to their local areas so they can gain the exposure they need to expand their business. The EDDM Program offers a low postage rate for all types of industries to get their name and message out there. Not only businesses can afford to use the EDDM program, even non-profits, politicians, and many other not for profit types of businesses can stay in their budget and use this marketing tool to increase awareness.

Epsilon Targeting conducted research on consumers and their feelings about direct mail. The results show that 50% of the consumers surveyed prefer direct mail over email, ¼ of the US admits that they find direct mail more trustworthy, and 60% feel more of an emotional connection to direct postal mail rather than email. This research shows how direct mail can be effective and even though direct mail is nothing new, it still works.

EDDM is relevant for helping small businesses to expand which improves the economy. It doesn't just benefit the businesses using it, but it benefits the employees that are working with it. According to the DMA (Direct Marketing Association), in 2007, direct mail contributes for 10.6 million jobs in America; from the employees dealing specifically with direct mail to the collective sales efforts.