The Effectiveness of Every Door Direct Mail
It’s critical to know who you can target if you’re contemplating USPS every door mail EDDM as the mailing solution for your next direct mail campaign. Simply put, targeting refers to the recipients of your messages. Targeting helps you get the most of your marketing budget by allowing you to reach the people who are most likely to reply to your ad.
EDDM mailings allow you to advertise locally without having to buy a mailing list or a permit, but they have some targeting limits. A comprehensive saturation or full-service targeted campaign through a direct mail company or commercial printer is often the better option. In this article, we’ll evaluate the targeting capabilities of these three mailing alternatives in order to help you decide which is ideal for your company.
Who can I reach out to using EDDM?
An EDDM mailing, which means your products go to every address along a carrier route, doesn’t require a mailing list (a further breakdown of a zip code). As a result, the company’s moniker is “Every Door Direct Mail.” But just because you’re mailing to every home in an EDDM® carrier route doesn’t mean you can’t target your audience. You can do the following with EDDM:
• Mail reaches the majority of people on a carrier route
• Target carrier routes based on median demographics by removing business addresses and PO boxes
You can filter carrier routes using the USPS Every Door Direct Mail tool by median age, home size, and income. This implies you can choose routes that meet your target demographics rather than ones that don’t. Remember that you’re working with median numbers (the statistics in the middle of a data set), so some of your items will end up in households that aren’t in your target demographics. Even if you choose all carrier routes with a median age range of 25-30, your pieces will still reach a large number of people who are not in that age range.
EDDM marketing isn’t the greatest option for businesses that offer a product or service that isn’t applicable to everyone, or for firms that want to reach out to a small group of individuals. However, there are additional service possibilities besides EDDM, which we’ll discuss further below.
What’s the Difference Between Saturation Mailing and EDDM?
Although EDDM is technically a sort of saturation mailing, it is less comprehensive than a full-service saturation mailing from a direct mail provider. You may filter your carrier routes by median age, family size, and income with a full-service saturation mailing, just like you can with EDDM. However, there are some targeting possibilities that can only be obtained with a full-service saturation mailing. You can do the following with a saturation mailing: • Remove residential addresses (like apartments, drop addresses, seasonal dwellings, and mobile homes)
The ability to omit select residential addresses in addition to business addresses and PO boxes is the most significant advantage of a full-service saturation mailing. Home service providers, for example, would not want to mail to tenants in order to drum up new business because landlords normally handle upkeep. They could delete all residences and drop addresses in this situation to ensure that they’re just mailing those who can actually use their services. A full-service saturation mailing differs from EDDM in that it can omit residential address types, making it a better alternative when you require more targeting possibilities.
Should I use EDDM or a Targeted Mailing List for my next campaign?
Full-service and EDDM mailings are excellent for addressing large groups of individuals. However, if your target demographic is particularly specific – or if you wish to mail to your present customer list – a focused mailing may be necessary.
• Mail to a very particular list of consumers or businesses using a tailored mailing list
People and/or businesses on targeted mailing lists meet the exact characteristics you’re looking for. This means you won’t have to delete any address types (such as business addresses or PO boxes) from the list because it already satisfies your requirements. If you want to mail to female golfers between the ages of 45 and 50, for example, you’ll obtain a list that exclusively includes people who fulfil those criteria.
However, targeted campaigns aren’t for everyone. EDDM or saturation mailings through a direct mail company are usually a better solution for consumer-facing businesses that offer services that anybody may utilise (such as restaurants and auto shops). Targeted mailing lists can be much more expensive than saturation mailing lists, and in some circumstances, saturation mailings might provide organisations with the targeting capabilities they require at a reduced cost.
The Weekly Mailing StrategyTM was created with the goal of making direct mail as cost-effective and stress-free as possible for business owners who spend the majority of their time running their companies. It works by evenly dividing out the overall quantity of mail pieces as well as the total cost of your campaign over a period of up to 8 weeks. You make a little weekly payment each week when your pieces are mailed out. It’s quite straightforward.
Weekly Mailing as an Example
According to the example above, the expert would divide the total cost and amount of your mailing evenly over an 8-week period. This means we’d send out 625 postcards per week and charge you $272 per week for the next eight weeks. Your postcard has been sent to all 5,000 addresses after 8 weeks of mailing. Keep in mind that you have complete control over the direct mail product, quantity, and mailing schedule.
Conclusion
When planning your direct mail campaigns, it’s critical to understand the targeting restrictions of EDDM mailings. While EDDM can be a cost-effective and efficient method, there are occasions when saturation or targeted mailings are preferable. Finally, before selecting a sending choice, you should contact a direct mail professional. They’ll work with you to determine the most cost-effective solution for your company and help you select the proper service and mailing list to achieve the greatest results.
