Large and Odd-Sized EDDM™ Sizes
Published by
Chris Barr
on
There is nothing wrong with being odd when it comes to Every Door Direct Mail™. The more that you differentiate yourself from your competitors, the more that your message, and offers, will stand out to prospective customers. The first thing that a mail recipient will notice is any unusually sized or shaped mailers. A giant-sized postcard, or a long and skinny shaped coupon mailer, will typically catch more attention than a standard envelope or small card. When people first check their mail, they usually see bills and catalogs. That's why you should think different when you use the EDDM™ program to increase sales and find new customers.
The Every Door Direct Mail™ program requires specific regulations on how large or small a mailpiece can be. Even with these restrictions, the sizing of these pieces has a very broad range. The more interesting your piece, the more that your offer will get noticed. When you choose a size that stands out, it will give you a one-up in the mail.
The most popular EDDM sizes are:
- 11" x 17" Flyers (Folded)
- 8.5" x 11" postcards
- 6.25" x 9" postcards
- 4.25" x 11" postcards
A franchisee from a national chain restaurant (who shall remain anonymous) decided to differ from their traditional sized direct mail pieces and used an odd-shaped piece for their next mailer. Just changing the size increased their response rates about 3%. That is changes provides a tremendous leap in revenue, simply by changing the size of the mailer. Consumer and prospective customers are always looking for something interesting and new. Offering that to them in a mailer will definitely attract their attention and generate more leads and sales.
Advertising requires a great deal of testing, experimentation, and analysis. The next time you launch an Every Door Direct Mail campaign, choose a different size and make sure you have a tracking mechanism in place to measure response rates. This can be a coupon code, unique phone number, or promotional offer only featured on that one piece of marketing collateral.
From there, test a new format each time you mail to gauge the most effective size.