I have written a number of times about the amazing power of targeted marketing. It is a fantastic direct mail tool. You have the ability, through umpteen lists and databases, to put your mailing exactly where you want it.
Spoiler Alert: EDDM lets you do the exact same thing – except to a WHOLE bunch of prospects at one time!
What’s it stand for? Every Door Direct Mail. And why in the world is EDDM something you should consider? I’m glad you asked.
EDDM: How it works, and how it can dramatically increase your company’s visibility:
- It comes in two flavors – EDDM Retail which ‘limits’ you to 5,000 pieces A DAY! And EDDM BMEU, which is for larger companies who’ll push out more than 5,000 pieces in a day;
- The price for each is uber low – EDDM Retail® USPS Marketing Flats $0.178 per piece
EDDM BMEU USPS Marketing Mail at $0.157 per piece – it’s almost like robbery!
- Designing an EDDM program is easy and gives you the flexibility to reach a swath of potential clients on a scale that would otherwise be cost-prohibitive for a small business owner to even consider;
- You target AREAS on a map, not individuals, allowing for deep saturation.
Scraped directly from the United States Postal Service website, they explain it like this:
“USPS® Every Door Direct Mail® (EDDM®) is an affordable targeted advertising technique that lets you map your marketing mail audience by age, income, or household size. You can use the EDDM mapping tool to choose the ZIP Code™ and carrier route that will target your best possible customers—current and future. The EDDM mapping tool is easy to use and discounts are available even for small businesses.”
To you and me, that means the Post Office is the vehicle you can use to blast out tons of pieces to your prospects, at ridiculously low per piece prices. That is super broad, so let’s get granular for a moment.
EDDM is used when you’re opening a new vehicle repair center, or you’re gently beckoning Millennials in a trendy section of town to stop into the best brewery they’ve never heard of, or you’re looking to attract sugar-holics (and their parents, by extension) to the Grand Opening of your sugary bakery. The specifics about who’ll be reading the mailing (true applications of the demographics and psychographics) take a back seat to the intention of trying to spread your message as far and as wide – inside a specific, targeted AREA – as possible. EDDM is that tool.
Make sense? Mind blown?
It boils down to a shotgun over a sniper rifle approach to getting the word out. Buckshot over a single bullet. A spread pattern over a bulls-eye. Wow, that’s way too many gun references, so I hope you get the point.
If you have questions about EDDM and how it can help your particular business, give us a shot. (Sorry.) Call Opportunity Knocks at 1 (866) 319-7109. We can talk about your business, your marketing goals, your plan, etc., and scope out which EDDM option would work best for you.