What Is Every Door Direct Mail® (EDDM)? An Introduction to EDDM Marketing
In today’s competitive market, businesses strive to reach potential customers in the most direct and effective way possible. Every Door Direct Mail (EDDM) offers a strategic approach to postal marketing, providing businesses a cost-effective way to target entire neighborhoods or zip codes without the need for mailing lists.
Administered by the United States Postal Service, EDDM allows businesses to distribute promotional materials such as flyers, brochures, or coupons directly to the mailboxes of specific communities. This blanket coverage is ideal for businesses aiming to boost their local presence and attract nearby customers.
The simplicity and affordability of EDDM make it an attractive tool for small to medium-sized businesses, particularly those whose customer base is largely local, like restaurants, real estate agents, and retail stores. By sending out mailers to every door in a chosen area, businesses can increase their visibility and brand awareness within their target geographic region.
In the following sections, we will delve into the advantages of EDDM, illustrating why it's not just a viable marketing option but a necessary strategy for businesses looking to make a tangible impact in their local community.
Why Every Door Direct Mail? | The Benefits of EDDM
Every Door Direct Mail (EDDM) offers a blend of traditional direct mail benefits with unique advantages that enhance marketing efforts for businesses targeting local customers. Here's why EDDM stands out as a compelling choice for local marketing campaigns:
- No Need for a Mailing List: Traditionally, direct mail campaigns required businesses to purchase mailing lists with names and addresses of potential clients. EDDM eliminates this requirement, saving both time and money. Instead, the USPS provides a mapping tool allowing businesses to target specific neighborhoods or postal routes effectively.
- High Engagement and Trust: Direct Mail boasts an impressive response rate of approximately 5%, significantly higher than the average for digital marketing. About 56% of consumers find print marketing the most trustworthy type of advertising, which is crucial for local businesses relying on their community reputation.
- Cost Effectiveness: EDDM is highly affordable, with costs as low as 39¢ per postcard, making it one of the most cost-effective direct mail options. This allows businesses to reach their target neighborhoods without a significant financial burden.
- Community Saturation: With EDDM, every household in a chosen area receives the promotional material, ensuring comprehensive coverage and maximizing local visibility. This saturation is essential for businesses aiming to establish a strong local presence.
- No Postal Limits with BMEU: For larger campaigns, the business version of EDDM allows sending unlimited mail pieces per day across multiple Zip codes. This is ideal for bigger businesses or those looking to extend their reach without limitations.
- Promotions and Discounts: EDDM enables businesses to send targeted discounts or coupons to specific postal routes or neighborhoods. This customization allows for tailored promotions based on the unique preferences and needs of different communities.
- Personal Appeal: Direct Mail’s personal touch is reflected in how 70% of consumers feel it's more personal than online interactions. Customizing mailers with names, local references, or special offers enhances this personal connection, fostering loyalty and differentiating businesses from larger, impersonal competitors.
- Local Impact: Approximately 79% of households engage with direct mail, offering a unique chance for businesses to make a significant impact within their local community. The tangible nature of direct mail helps in enhancing brand visibility and stimulating local commerce in a way digital ads often cannot match.
- Ease of Use: Setting up an EDDM campaign is straightforward, thanks to its simple system. From selecting targeted locations using an interactive map to choosing the mail format, the process is designed to be user-friendly for all businesses.
EDDM All-Inclusive vs. EDDM Retail: Choosing the Right Option for Your Business
When it comes to Every Door Direct Mail (EDDM), businesses can choose between two main options: EDDM All-inclusive and EDDM Retail. Each caters to different needs and scales of operations. Let's explore these options to help you decide which is best suited for your campaign.
EDDM All-Inclusive: The Hassle-Free Alternative
For larger campaigns or businesses seeking convenience, EDDM All-Inclusive offers a fully managed service. This option is slightly pricier per piece but eliminates the complexities of paperwork, permits, and Post Office visits, making it ideal for mailings that exceed 2,500 pieces.
Benefits of EDDM All-Inclusive include:
- Ease of Use: Simply place your order and let the professionals handle the rest, from printing to delivery.
- Cost-Effectiveness: Though the per-piece cost might be higher, the all-inclusive price covers everything from printing to postage. This eliminates additional expenses like buying mailing lists or postage permits.
Learn more about EDDM All-Inclusive.
EDDM Retail: The Do-It-Yourself Option
EDDM Retail is tailored for smaller mailing campaigns or for businesses that prefer a hands-on approach. It allows for direct control over every aspect of the mailing process, from printing to post office drop-off, making it a cost-effective solution for mailings under 2,500 pieces.
Here are some key considerations for EDDM Retail:
- Capacity: Suitable for mailing 200 to 5,000 pieces per day, per ZIP Code.
- Weight Limit: Each mail piece must weigh no more than 3.3 ounces.
- Bundling Requirements: Mailings need to be bundled in stacks of 50-100, not exceeding six inches in height.
- Documentation: A facing slip must be attached to each bundle, indicating the number of pieces. A completed PS Form 3587 is required, with postage payable at the Post Office or online.
Cost Comparison: EDDM All-Inclusive vs. EDDM Retail
EDDM All-Inclusive offers competitive pricing with the convenience of a fully managed service. With EDDM All-Inclusive, a custom postcard can be designed, printed, and delivered for as low as 39 cents each, which is significantly less than the price of a single stamp today.
Want to learn more about EDDM All-Inclusive pricing? Watch this video below!
EDDM Retail, on the other hand, provides a more budget-friendly option if you are willing to manage the process. Costs for EDDM Retail typically include:
- Printing Costs: Ranges from 10 to 40 cents per postcard, depending on size and quantity.
- Postage: Approximately 20 cents per postcard.
- Shipping Costs: Can vary from $20 to $100, influenced by the size and quantity of the mail pieces.
Overall, you might spend around 40-50 cents per delivered postcard with EDDM Retail, which can be more economical than the All-Inclusive option depending on your specific needs.
To get a clearer understanding of the costs and benefits of both EDDM Retail, check out this video!
Choosing between EDDM All-Inclusive and EDDM Retail depends largely on your campaign's scale and your preference for convenience versus control. Both options offer effective ways to reach targeted neighborhoods, ensuring your marketing message gets right to the doorsteps of potential customers.
Choosing the Right EDDM Postcard Size | EDDM Sizing Options
Selecting the appropriate size for your Every Door Direct Mail (EDDM) postcards is crucial for maximizing the impact of your marketing campaigns. This section of our blog provides a comprehensive overview of available EDDM postcard sizes, from the compact 4.25x11 inches to the more expansive 11x17 inches. To enhance your understanding, we've included a series of videos that visually demonstrate how each size looks and feels, helping you decide what best suits your marketing needs.
Explore the various options below, learn about their best uses, and discover the advantages of choosing the most appropriate size for your message.
1. 4.25x11 Inches
- Ideal for: Quick, direct messages such as brief announcements or coupons.
- Best Uses:
- Quick announcements or special offers
- Local business promotions like cafes or salons
- Event flyers for community gatherings
- Limited-time discount coupons
- Short service lists or menus
- Why Choose This Size: This size is cost-effective and perfect for conveying simple, direct messages in a horizontal format. It's easy to handle and ideal for high-volume distribution.
2. 6.25x9 Inches (Most Popular & Standard Size)
- Ideal for: Versatile marketing, offering a balance between size and cost.
- Best Uses:
- General business promotions
- Product launches or special event advertising
- Real estate listings
- Both vertical and horizontal image layouts
- Why Choose This Size: Popular for its balance, this size is large enough to be noticeable—more so than a standard envelope—yet remains economical for mass mailing.
3. 6.25x11 Inches
- Ideal for: More detailed advertising that requires additional content and visuals.
- Best Uses:
- Comprehensive service or product explanations
- Detailed real estate listings
- Extensive product showcases
- Promotions featuring multiple products or services
- Why Choose This Size: Provides ample space for creative designs and detailed information without being overly cumbersome.
4. 8.5x11 Inches
- Ideal for: Campaigns that are heavy on information and rich in visuals.
- Best Uses:
- Detailed product catalogs
- Informational brochures for services or events
- Large-scale event promotions
- Educational or instructional content
- Small to medium-sized restaurant menus
- Why Choose This Size: Its larger format is excellent for designs that need to make a visual impact and contain extensive textual content, offering ample space without overwhelming the recipient.
5. 11x17 Inches
- Ideal for: Making a high-impact statement with oversized visuals.
- Best Uses:
- Major product launches
- Big event promotions such as concerts or festivals
- High-impact visual advertisements
- Maps or guides for large events or locations
- Extensive service brochures or large restaurant menus
- Why Choose This Size: As the largest option available, it's perfect for campaigns that aim to make a bold statement and ensure your message gets noticed.
Best Practices for EDDM Postcard Design
Creating a successful Every Door Direct Mail (EDDM) campaign hinges significantly on the design and content of your postcard. A well-crafted postcard not only grabs attention but also effectively communicates your message. Here are some essential elements to include in your EDDM postcard to ensure it stands out:
1. Bold Headline
Your headline should be clear and compelling. It’s the first thing recipients will see, so make it count! A strong headline captures attention and succinctly conveys your key message.
2. Engaging Imagery
Use high-quality images that resonate with your targeted audience. Visual appeal is crucial as it helps to catch the eye and can significantly impact the first impression of your brand.
3. Concise Text
Keep your message short, sweet, and engaging. Highlight the benefits of your product or service with clear and easily digestible language. This helps ensure that your key points are easily understood by the recipients.
4. Special Offer or Coupon
Incorporating a special offer, such as a discount code or a limited-time promotion, is highly effective in driving engagement. This tactic not only encourages recipients to act but also adds value to your mailer, making it more likely to be saved and used.
5. Tracking Mechanism
Add a unique tracking mechanism like a QR code or a personalized URL. This allows you to measure the campaign’s effectiveness and gather valuable data on engagement levels.
6. Clear Contact Information
Always include essential contact information such as your address, phone number, email, and website. Making it easy for recipients to reach out to you is crucial for facilitating inquiries and boosting customer engagement.
7. Consistent Branding
Ensure your postcard reflects your brand identity by incorporating your company logo, colors, and other brand elements. Consistent branding across all marketing materials helps build recognition and trust with your audience.
Simplify Your Design Process with Taradel's Tools
Designing an effective postcard can be challenging, but Taradel’s online postcard design tool simplifies this task. The tool offers a variety of FREE, easily customizable postcard templates, crafted by seasoned design professionals. These templates not only meet USPS requirements but also ensure high-resolution prints that look professional and appealing.
Explore these templates and start designing your EDDM postcard with today!
Check out our postcard design tool here!
By incorporating these best practices into your EDDM postcard design, you can significantly enhance the impact of your direct mail campaign, ensuring it not only reaches but resonates with your intended audience.
Showcase of Successful Every Door Direct Mail (EDDM) Postcards
At Taradel, we take pride in our exceptional EDDM postcard templates designed in-house that have consistently delivered excellent results for our clients. A successful EDDM campaign is the product of a standout postcard that shines in both visual appeal and compelling content.
Here are a couple examples of our winning postcards…
The postcards showcased here are not merely advertisements; they are carefully engineered tools for business growth, designed to meet USPS requirements and optimized for high-resolution printing. They embody the essence of successful EDDM campaigns: clear communication, visual appeal, and effective call-to-action elements, all wrapped up in a brand-consistent package.
Conclusion
Every Door Direct Mail (EDDM) stands out in the local marketing scene, offering a direct line to customers’ doorsteps, minus the hassle of traditional mailing lists. This makes EDDM an essential strategy for businesses to enhance their local presence cost-effectively.
At Taradel, we've honed EDDM to perfection, creating postcard templates that have garnered great results for our clients. With options like EDDM Retail for smaller campaigns and All-Inclusive for larger outreach, businesses of all sizes can find an EDDM solution that fits their needs.
Choose EDDM for its affordability, reach, and ease of use. And with Taradel, experience hassle-free marketing where we take care of the details, letting you focus on growing your business.
Ready to amplify your local marketing? Explore Taradel’s EDDM solutions and make your next campaign a success.