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Lorraine Salmon
Mohonk Mountain House
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Every Door Direct Mail: Your Secret Weapon

If you run a local business or a larger regional or national organization that relies on sales and support from local neighborhoods, the United States Postal Service’s Every Door Direct Mail (EDDM) might be just what you need to take your marketing to the next level. If you haven’t tried EDDM, you could be missing a tremendous asset in your overall marketing mix.

multiple mail boxes receiving eddm

 

EDDM is perfect for the following marketing activities:

  • Increasing awareness.
  • Boosting traffic at retail locations.
  • Promoting special offers or events.
  • Delivering coupons.
  • Driving new customer acquisition.

 

If you aren’t familiar with EDDM, it just might be the most cost-effective way to reach local customers using direct mail. It’s simple and does not require mailing permits, paperwork, or drop-offs at the Post Office.
To use EDDM, go to the USPS’s EDDM mapping tool, enter the desired ZIP Code(s), and select the carrier routes you want to mail to. If you’re going to mail to specific demographic audiences, such as by age, income, or household size, you can identify the best ZIP Codes to reach them.

So what are some things you need to know to take the most advantage of the program?

1. EDDM sends addresses to Local Postal Customers, so you won’t be able to personalize by name. To circumvent this, design a great mailer meant to grab attention and gather more detailed customer data on the back end.

2. Make sure that EDDM is a good fit for your marketing goals. It may sound redundant but it is imperative to ensure you know your target audience. Your offer is not going to be relevant to every household in your chosen ZIP Code(s), so make sure the products or services you are selling are relevant to enough of your audience for the promotion to make sense.

3. Invest in the front end. Because you cannot personalize with EDDM, you’ll need to be creative. Use high-quality images. Write a compelling call to action. Tell a powerful story. Do what needs to be done to ensure that the person who pulls your mail piece out of the mailbox will not just save the piece, but will read it and engage with it by performing whatever action you wanted whether it be to make a phone call, or to go online to a personalized URL (PURL).

Every Door Direct Mail is an excellent tool for the right campaigns. Give us a call or CLICK HERE to see what it can do for you!