At any size or stage, customer acquisition is a top priority for businesses. With a myriad of ways to find and convert potential customers, establishing the most efficient and effective marketing method is vital to success.
For businesses trying to reach a specific audience, especially one in their proximity, Every Door Direct Mail® (EDDM®) may be the answer.
Taradel, LLC is an independent provider of print and mail services that is an authorized affiliate of the United States Postal Service® under license. The Postal Service™ assumes no liability for the results of any contact with Taradel®. Create a USPS.com(registered trademark symbol) account to print shipping labels, request a Carrier Pickup, buy stamps, shop, plus much more. Every Door Direct Mail Reference Guide. Enclosed are examples of Standard Mail flats that can be used with Every Door Direct Mail service.
What is EDDM?
This service from USPS® lets businesses send geographically and demographically targeted direct mail to households across the U.S.
Using an online mapping tool, businesses may choose postal routes within specific ZIP Codes™ and leverage U.S. Census data on age, household income and household size to hyper-target their audience. Any household on the route that fits the targeted profile will receive the mailpiece.
The process eliminates the need for a customer list, whether compiled or purchased, which saves businesses from extra costs and potential inaccuracies. Plus, it opens up a business’s reach: Any household that fits the filters comes into reach with EDDM.
EDDM is built for businesses with a local pool of prospective customers and is especially effective for businesses working to:
- Acquire new customers, especially within a specific local area
- Build awareness for a location
- Drive traffic to a location, on foot or online
- Spend efficiently on marketing
Direct mail is a simple way to reach high-potential customers in a way that works.
of survey respondents said that they almost always read advertisements that come in the mail.
response rates, compared to the 1% or less response rate for email, paid search, online display ads and social media.
Explore how the EDDM tool works, then read on for benefits and best practices of using this direct mail service.
The Benefit to Businesses
EDDM helps businesses drive awareness and traffic within their community to build a strong network of local customers.
It is a method that works for new and established local businesses. While new businesses can use EDDM to introduce themselves and share their story with the community, established businesses can expand to other populations or spread the word about new offerings.
For any business, EDDM may deliver a valuable boost in key areas:
For an existing business looking to attract more customers and drum up sales, or a new business in search of an early audience, it pays to spread the message locally. Here are two successful case studies:
- A car wash franchise with eight locations in Virginia used EDDM to find new customers and encourage them to visit the nearest location. The campaign produced a 20 percent increase in sales.
- A remodeled fast-food location in Colorado saw a 7 percent increase in sales after using EDDM in conjunction with digital advertising.
Sending targeted messages to potential customers in your community may help solidify your market share.
Rather than investing in a mailing list that may be expensive and out of date, EDDM allows businesses to affordably connect with consumers in an area using> Key Takeaway
Every Door Direct Mail provides businesses with a cost-efficient way to spread targeted messages to potential customers in focus areas. In leveraging ZIP Codes™ and U.S. Census data, businesses gain access to a precise, hyper-targeted audience without having to compile, update or buy mailing lists.
Not only does this service help marketers avoid the extra costs and potential inaccuracies of old data, but an EDDM campaign done right may drive an increase in sales, a boost in awareness and a powerful ROI.
Ready to get started on an EDDM campaign?
Need more information before diving in?
- Richard Carufel, “Direct mail still works in 2019—how it fits in with integrated marketing,” Agility PR, Jan. 4, 2019. arrow_right_alt
- DMA Response Rate Report, 2018. arrow_right_alt
Turnkey solutions for USPS every door direct mail
including EDDM printing, EDDM mailing, and more!
What is EDDM or Every Door Direct Mail?
For marketers who want to target consumers in a specific geographic area, Every Door Direct Mail (EDDM) may be the perfect solution. Using this option, which is an offering of the USPS, you simply pick the neighborhood or neighborhoods you would like to target by carrier route (individual postal routes), and the carrier delivers your printed marketing piece to every address on the route – all while delivering the day’s mail. This works because of the simplified addressed format that is used on the mail piece.
The benefits of EDDM are many, including streamlined processing and reduced postal costs.
- Using the every door direct mail mapping tool it’s easy to target specific areas
- Review statistics such as household size, age, income and zip code
- Quickly and easily adjust the scope of the campaign using these factors
- No special permits or fees are required
- Messaging can be customized to each geographic area
Like most United States postal service offerings, there are some caveats and specific criteria that must be met – including strict mail piece size requirements, postal endorsements and proper postal documentation and bundling preparation. That’s where ProList’s experienced team can provide turn-key services to make the USPS EDDM process as simple as designing a piece and selecting your target area. We’ll do the rest!
USPS Every Door Direct Mail Types & Services
Although Every Door Direct Mail Retail is the most popular option (when the mail is entered at a specific post office), there is also an expanded version of EDDM called simply Every Door Direct Mail. In this option, the mail is entered at a business mail entry unit (BMEU) location. Benefits include a larger universe (no longer limited to 5,000 pieces) and geographical targeting anywhere in the United States. The options are truly endless for targeting consumers in specific locations throughout the country, making EDDM an excellent option for retailers, franchise owners, non-profits and business to consumer marketers who maintain geographic focuses.
EDDM Retail on the other hand, caters to small businesses who are promoting their services in certain areas and/or want to drive sales, store visits, coupons and other similar offers to their geographic audiences. Combining EDDM Retail with QR codes is especially useful now for everything from driving web traffic to generating excitement for upcoming sales.
Why choose EDDM?
Although EDDM can seem confusing if you’re attempting to do it yourself, it’s really a wonderful postal offering. ProList offers a complete solution to take care of the entire every door direct mail campaign from planning to completion. We can even help with your mail piece design all the way through printing and postal acceptance.
So, don’t miss out on the benefits of EDDM by USPS in your direct marketing campaign. Our knowledgeable staff will assist in building and executing the campaign for you. Meanwhile, you can relax and stay focused on the intricacies of your specific business or cause. Let us make Every Door Direct Mail an easy and cost-effective addition to your marketing strategy today!