When Is EDDM Right for You?
EDDM (every door direct mail) has gained in popularity. EDDM, as defined by the USPS, is designed to help you reach every home, every address, every time. You can map out a target area, use demographic data (e.g., age, household income, and size) to select a delivery route, choose a mailing drop off date, and pay online—all from your computer. And, you can create your mailings up to 30 days before you plan to mail them. Simply enter an address, zip code or city and state for your target area to get started. Sounds great right? So how do you know if EDDM is right for you?
EDDM is right when:
- Your Business can Appeal to a Large Number of People:
In other words, since you are selecting a geographic area that has a wide variety of people in it, you will need to be offering a product or service that most of them want or need. A few examples of broad appeal are dry cleaners, restaurants, general stores, delis, lawyers and other small business in local neighborhoods.
- Small Business:
The reason that this works better for small businesses is because they do not have marketing departments or people who can handle more complex direct mail campaigns, nor do they have the budgets for them. Small businesses benefit from the ease of use and low cost of postage with EDDM
So, if EDDM is right for you, you have a couple of choices. EDDM Retail is designed for the small business to do it all themselves, while EDDM for BMEU is for a commercial mail service provider to do it for the small business. The benefit of having a mail service provider is that you can mail more than 5000 pieces per day and they can help you avoid problems with design, paper stock and any other issues you encounter. If you need help finding a provider you can visit https://mymailconnection.com/ to find one.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.