Before you launch an EDDM campaign, you need to select USPS postal carrier routes to determine where your postcards will be delivered.

Postal carrier routes are used by the Postal Service to deliver non-addressed mail (such as Every Door Direct Mail) in lieu of printing specific mailing addresses on each mail piece.

This method is perfect for advertisers who need to reach "every home on the block" and entire local neighborhoods. It's easier, faster, cheaper, and delivers excellent results.

Now, thanks to the beauty of technology, you can select your carrier routes with Taradel's Mapfire mapping tool. The tool will show you a map of your local area, and the surrounding postal carrier routes. Then, you can "point and click" on the postal routes where you want your postcards delivered.

Mapfire also provides you with an exact count of mailers you will need to reach every mailbox. This will minimize printing costs by saving you from printing too many (or too few) mailers to cover your target areas. The mapping tool also tells you how many single-family homes, apartments, and businesses are in each route - making it even easier to find the right prospective customers.

How to Use Our Mapfire USPS EDDM Tool

Taradel's mapping tool is easy and intuitive to operate, but if you're a first-time user, you might need some pointers to get you started. We'll take you through the entire process, guiding you through the household range selection and explaining all of the nuances that go into mapping out your Every Door Direct Mail campaign using Mapfire. Once you get a basic grasp of how our platform works, you'll be able to plan out your direct mail marketing campaigns in the blink of an eye!

Narrow Down Your Target Audience

While the whole point of setting up a direct mail campaign is to cast a wide net in hopes of getting as many new customers as possible, most marketing experts will agree that careful pre-selection can go a long way in terms of increasing the success rate of your direct mail advertisements.

With Mapfire and our wide database, you'll be able to do just that in just a few minutes. The process of targeting specific demographics and households in your desired area is very easy. All it really requires of you is having a vague idea of the profile of your potential customers.

Step 1: Area Selection

The very first thing you will see after opening Mapfire is a pop-up window asking you to choose an area that houses your target audience. You can do so by typing in your business address in the box on the left (if you're planning to send out direct mail marketing materials in the vicinity of your offices) or entering a selected zip code in the one on the right-hand side.

For the purposes of this tutorial, we will be casting a wide net across a large chunk of Brooklyn in New York City. You can use Mapfire to target any zip code across the United States. Just choose one that makes the most sense for your business.

Step 2: State your budget and audience type

Next, you're going to have to give us some details about the approximate budget you've set aside for your direct mail marketing campaign. It can range between $550 and $50,000. After placing the slider anywhere on the "budget" line, you'll see an estimated number of households you'll be able to reach with that budget. This preliminary information is quite useful, as it allows you to gauge whether or not it is feasible to target a certain area given your budgetary restrictions. It might also turn out that the household reach is much larger than you've anticipated, allowing you to fine-tune your budget to target a lower number of households, saving you some money in the process.

In this section, you can also select the types of audiences you want to target. You can select only residential buildings, only businesses, or both. Take one last look at your choices to make sure that everything is in order before hitting "next" and moving on to the next step.

Step 3: Selecting your Service Area

This step is pretty straightforward but quite crucial in the context of your campaign. To identify your service area, you simply need to move the slider to the desired position. Our mapping tool allows you to select a radius between 0 and 15 miles away from the address you selected in the first step. Alternatively, you can also map it out by letting us know the drive time (in minutes) from the aforementioned address. In this case, the maximum limit is also 15 minutes.

Step 4: Demographics

Now we're getting into the nitty-gritty details. In order for your campaign to be truly effective, we've provided you with a few demographic filters that will allow you to pinpoint the households you should target with greater accuracy.

The very first filter is the income range of your targeted audience. The lower end of this slider is the households that make $25,000 or less per year. The upper limit, on the other hand, is $250,000 or more. Knowing your business and the prices you've set for your products or services, you should easily be able to estimate the household income range of your potential customers. You might think: why not just target all of them? Well, if you're selling high-end products with lofty pricing, you might not get a lot of responses from the lower end of the slider, effectively wasting your budget on targeting that demographic.

The next step is choosing the median age range. You know your product best: is it something that will be of any use to people older than 30, or are you focused on attracting younger audiences? Once again, casting as wide of a net as possible might be tempting, but it might have a negative impact on the effectiveness of your campaign. For example, if you sell gaming equipment, then statistically, older demographic groups (40+) will be less interested in your products. If you work with a limited budget, always make sure to target the age group that tends to use the kinds of products you're selling.

The homeownership status part is pretty self-explanatory. For most businesses, leaving it at "all" is the way to go, but there are some exceptions. If you offer renovation services or sell any types of goods that might require altering the shape or state of a house/apartment, then selecting homeowners only might be in your best interest. Renters often can't make any drastic alterations to their living spaces due to the limits that landlords impose upon them.

Finally, choose the length of residence of your target audience in the pre-selected area. For most businesses, it doesn't really matter, but once again, it can depend on the specifics of your company.

Understanding the USPS Map

Once you've gone through all the steps outlined above and viewed a short video explaining how the map works, you'll be presented with a detailed overview of the area you selected, split up into small neighborhoods, i.e. the USPS route map. This is what it looks like:

The map is color-coded, representing the demographic match between the households in the neighborhood and your pre-selected preferences. The orange and red areas have the highest match rates (34-100%) and represent the USPS carrier routes you might want to focus on. Mapfire also automatically highlights the areas with the highest demographic match: those are the neighborhoods marked as green. If you want to add more areas to that pool, simply click on any orange tile to change its color to green.

When you hover your mouse pointer over a neighborhood, you'll see an overview of that area on the left side of your screen. It contains useful information such as the average household income, number of mailboxes, and average household size. Use these details to fine-tune the routes you've chosen for your direct mail marketing campaign.

On the right-hand side of the map, you'll see a detailed selection summary, which provides you with quite a few useful insights into your chosen area. They include the total number of mailboxes, the average demographic match rate, as well as the potential digital reach, should you want to reach out to your audiences that way, too.

After selecting the desired routes and neighborhoods, simply click save and continue to keep the report on file, and use it to launch your Every Door Direct Mail campaign!

Improve Your Direct Mail Marketing Results With Taradel

Mapfire isn't the only handy tool you'll have available at your disposal if you choose Taradel as your go-to provider of marketing solutions. We will help you create, launch, and improve upon your direct mail campaigns from start to finish. Whether you need to design your direct mail pieces from scratch, plan out USPS carrier routes, or make use of detailed data analytics tool to launch campaigns that will drive your sales numbers through the roof, Taradel has you covered. Reach out to us to see how exactly we can make your business stand out! 

Q&A's - Planning & Selecting Your Every Door Direct Mail Routes

Can I get a lower price or help finding what I am looking for? 

Looking for a lower price or assistance in finding what you're after? We've got you covered! Simply reach out to us through live chat or give us a call, and our dedicated team of friendly customer support representatives will be more than happy to help. You'll be connected with a real person instantly, who can assist you in exploring options for a lower price or guide you in finding exactly what you're searching for. Don't hesitate to get in touch here and let us provide you with the support you need! 

How do I contact a direct mail expert for assistance?

If you need assistance from a direct mail expert, you have several options to get in touch with one. 

1. Call: You can contact a direct mail expert directly by calling our toll-free number at (800) 481-1656. Our team is available to assist you from 9 AM to 5 PM ET. Whether you have questions or need guidance, our experts are ready to help.

2. Chat: If you prefer to chat with a direct mail expert, online visit this link. This option allows you to engage in a conversation with one of our experts (a real person!), who can provide valuable advice and information. 

No matter which method you choose, our team of knowledgeable direct mail experts is dedicated to assisting you with any inquiries or concerns you may have.

What are some tips for finding an EDDM provider? 

Here are some tips for finding an EDDM provider:

1. Research various print and direct mail providers: Start by looking into different print and direct mail providers who offer EDDM as a mailing service. This can include reputable companies like USPS and Conquest Graphics.

2. Consider your specific needs: Think about your goals and budget when searching for an EDDM provider. Look for a provider that offers the best options that align with your objectives and financial constraints.

3. Look for providers who offer printing services: If you are in need of printing services for your direct mailers, it is beneficial to find an EDDM provider that can handle both printing and mailing. Working with a printer who collaborates with the USPS and can manage all your requirements in-house can potentially save you time and money.

4. Compare pricing and services: Take the time to compare pricing and services offered by different EDDM providers. It is important to find a provider who not only offers competitive rates for their services but also provides the necessary features and quality to meet your specific needs.

5. Read customer reviews and testimonials: To gain insight into the reputation and reliability of an EDDM provider, read customer reviews and testimonials. This can help you gauge the experiences of others and determine if a particular provider is suitable for your business.

6. Seek recommendations: Ask for recommendations from colleagues, business partners, or industry associations who have experience with EDDM providers. Personal recommendations can often provide valuable insights and help you make an informed decision.

By following these tips, you'll be able to find an EDDM provider that meets your requirements and ensures effective and efficient direct mail marketing campaigns.

How do I understand who my target audience is for my EDDM campaign? 

Understanding your target audience is crucial for a successful EDDM campaign. To gain this understanding, you must consider various factors that will help you tailor your message to the right people:

1. Start by analyzing the demographics of the mailing routes within your chosen ZIP code. Look for information such as average income, age range, household composition, and other relevant data. This will give you insights into the kind of people residing in each area.

2. Determine whether your message is primarily intended for businesses or consumers. Depending on your offering, you may need to target specific businesses, individual consumers, or both.

3. Consider the age group that is most likely interested in what your business has to offer. You can base this on the product or service you provide, as well as any market research you have conducted. For example, if you sell fitness equipment, your target audience might be young adults or middle-aged individuals interested in staying active.

4. Examine whether your message is meant for families, couples, or individuals living alone. This consideration will depend on your specific offering and the type of audience it resonates with. For instance, if you offer family-friendly vacation packages, targeting households with children would be a logical choice.

5. Evaluate the average income of your ideal audience. This information will enable you to tailor your message and offerings to their purchasing power. Knowing your audience's income level can help you determine which products or services are suitable for them and at what price point.

6. Take into account the distance between your business and your target audience. Determine whether proximity plays a role in their decision-making process. For some businesses, proximity is vital, while for others, it may not hold much significance. Understanding this aspect will help you refine your targeting strategy accordingly.

By carefully considering these factors, you can develop a comprehensive understanding of your target audience for your EDDM campaign. This knowledge will empower you to choose the most suitable mailing routes within your chosen ZIP code, ensuring that your message reaches the right people who are more likely to engage with your business.

Try out Taradel's Mapfire for FREE and see the optimal carrier routes for your next campaign here.