Reaching Customers with Every Door Direct Mail (EDDM)

Introduction

In the ever-evolving marketing world, businesses constantly seek innovative ways to reach their target audience. Amidst the digital marketing revolution, a traditional yet highly effective method has been making a significant impact - Every Door Direct Mail (EDDM).

EDDM, a service offered by the United States Postal Service (USPS), has emerged as a powerful tool in the marketing arsenal of big and small businesses. It's a direct mail marketing strategy that allows businesses to send promotional materials to specific neighborhoods or postal routes without needing a mailing list. This targeted approach ensures your message lands directly in the hands of potential customers, making it a highly effective method of local advertising.

In today's marketing landscape, where digital noise is at an all-time high, EDDM offers a breath of fresh air. It cuts through the digital clutter, delivering tangible, personalized messages that customers can touch, feel, and, most importantly, remember.

According to a study by the Data & Marketing Association (DMA), direct mail boasts a response rate of up to 9% for house lists and 4.9% for prospect lists, significantly higher than any digital direct marketing medium (read the study here).

Moreover, EDDM respects consumers' privacy by eliminating the need for personal data, a growing concern in today's data-driven world. It's a win-win situation - businesses can effectively reach their target audience, and consumers can receive relevant offers without compromising privacy.

As we delve deeper into EDDM, we'll explore its workings, advantages over traditional direct mail, and how businesses can leverage it to maximize their marketing efforts. Whether you're a small business owner looking to expand your local reach or a marketing professional seeking innovative ways to connect with your audience, understanding EDDM can be a game-changer in your marketing strategy.

What is EDDM?

Every Door Direct Mail (EDDM) is a service provided by the United States Postal Service (USPS) that allows businesses to send promotional materials to specific neighborhoods or postal routes without needing individual addresses or a mailing list. The acronym EDDM stands for Every Door Direct Mail, which describes the service's primary function - delivering your marketing message to every door in your chosen area.

EDDM is a form of direct mail, a marketing strategy that involves sending physical promotional materials directly to potential customers. However, unlike traditional direct mail that requires specific addresses, EDDM uses the USPS's extensive network to target entire postal routes. This approach allows businesses to reach a wider audience, making it particularly useful for local businesses aiming to increase their visibility within their community.

The USPS introduced EDDM in 2011 as a cost-effective solution for businesses to reach their customers. Since then, it has become popular with many businesses due to its simplicity, affordability, and effectiveness. Whether you're a restaurant owner looking to promote a new menu, a retailer announcing a sale, or a service provider aiming to expand your customer base, EDDM can be a valuable tool in your marketing strategy.

The Mechanics of EDDM

The mechanics of Every Door Direct Mail (EDDM) are designed to be straightforward and user-friendly, making it accessible for businesses of all sizes. The process can be likened to setting up a GPS for a road trip - you select your destination (or, in this case, your target postal routes), and the USPS takes care of the rest.

The first step in using EDDM is selecting your target areas. The USPS provides an online tool that allows businesses to choose specific postal routes based on demographic data such as average income, age, or household size (read the EDDM user guide here). This feature enables businesses to target their marketing efforts more effectively, ensuring their promotional materials reach the most relevant audience.

After selecting the target routes, businesses prepare their mailpieces according to the EDDM Retail specifications provided by USPS. These specifications include size requirements and bundling instructions. Once the mailpieces are prepared, they can be dropped off at the local post office serving the chosen routes, or a USPS pickup can be scheduled.

The USPS then delivers the promotional materials to every address along the selected routes, including residential, business, and PO Box addresses. This broad coverage is one of the key advantages of EDDM, as it ensures your marketing message reaches a broad audience.

It's important to note that while EDDM simplifies the direct mail process, it still requires careful planning and execution. Businesses need to design engaging mailpieces, select the most relevant postal routes, and monitor the results to optimize their EDDM campaigns. However, with its straightforward mechanics and the support provided by USPS, EDDM can be a highly effective tool in your marketing strategy.

EDDM vs. Direct Mail

While Every Door Direct Mail (EDDM) and traditional direct mail are both effective marketing strategies, they differ in several key aspects. Understanding these differences can help businesses choose the method that best suits their marketing goals.

• Targeting Method: Traditional direct mail requires a specific mailing list with individual addresses. Businesses often obtain these lists through third-party providers or by collecting customer data. On the other hand, EDDM targets postal routes instead of individual addresses. Businesses select postal routes using USPS's online tool, and the promotional materials are delivered to every address along those routes (more information).
• Cost: EDDM is generally more cost-effective than traditional direct mail. Because it eliminates the need for a mailing list, businesses save on the costs associated with purchasing or maintaining a list. Additionally, EDDM qualifies for lower postage rates, further reducing the overall cost (read more here).
• Privacy: As EDDM does not require individual addresses, it respects the privacy of consumers. In today's data-driven world, where privacy concerns are increasingly important, this feature of EDDM can be a significant advantage.
• Coverage: EDDM delivers to all addresses along the selected routes, including residential, business, and PO Box addresses. This broad coverage ensures a wide reach, making EDDM particularly useful for local businesses aiming to increase their visibility within their community.
• Simplicity: EDDM simplifies the direct mail process. Businesses do not need to print or sort addresses on their mailpieces by postal code. The USPS handles the distribution, delivering the mailpieces to every door along the selected routes.

EDDM offers a simplified, cost-effective, and privacy-friendly alternative to traditional direct mail. Its broad coverage and easy-to-use targeting method make it a valuable tool for businesses looking to reach a broad audience with their marketing message.

Using EDDM

Every Door Direct Mail (EDDM) is designed to be user-friendly, making it accessible for businesses of all sizes. Here's a step-by-step guide on how to use EDDM:

1. Select Your Target Areas: The first step in using EDDM is selecting your target areas. The USPS provides an online EDDM tool that allows you to choose specific postal routes based on demographic data such as average income, age, or household size. This feature enables you to target your marketing efforts more effectively.
2. Prepare Your Mailpieces: After selecting your target routes, you need to prepare your mailpieces according to the EDDM Retail specifications provided by USPS. These specifications include size requirements and bundling instructions.
3. Submit Your Mailpieces: Once your mailpieces are prepared, you can drop them off at the local post office serving the chosen routes or schedule a USPS pickup.
4. Monitor Your Results: After your mailpieces are delivered, monitoring your results is important. This can help you optimize your EDDM campaigns and maximize your return on investment.

Does EDDM go to businesses?" The answer is yes. EDDM delivers to all addresses along the selected routes, including residential, business, and PO Box addresses. This broad coverage ensures your marketing message reaches a wide audience, making EDDM particularly useful for local businesses aiming to increase their visibility within their community.

Using EDDM involves selecting your target areas, preparing your mailpieces, submitting them to USPS, and monitoring your results. With its straightforward process and the support provided by USPS, EDDM can be a highly effective tool in your marketing strategy.

Conclusion

Understanding and leveraging Every Door Direct Mail (EDDM) can provide businesses with a significant competitive edge. EDDM offers a cost-effective, efficient, and privacy-friendly alternative to traditional direct mail, making it a valuable tool in your marketing arsenal.

By targeting entire postal routes instead of individual addresses, EDDM ensures your marketing message reaches a wide audience. Its broad coverage and the ability to target specific demographics allow businesses to connect with potential customers more effectively. Moreover, EDDM's simplicity and the support USPS provides make it accessible for businesses of all sizes.

EDDM also respects consumer privacy and sets it apart. It allows businesses to reach their target audience without compromising privacy, creating a win-win situation for both parties.

We encourage you to consider implementing or optimizing your EDDM strategy. Take a closer look at your marketing goals, your target audience, and your budget, and see how EDDM can fit into your plan. Remember, in the marketing world, the key to success often lies in exploring new avenues and making the most of the tools at your disposal.

Ready to take your marketing strategy to the next level with EDDM? Start today and witness the difference it can make for your business.

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