Every Door Direct Mail (EDDM) retail mailing is a powerful marketing tool that allows businesses to reach a broad audience without the need for a customer mailing list. Designed by the United States Postal Service (USPS), EDDM enables businesses to send promotional materials, such as postcards, menus, and flyers, to every address within a selected geographic area.
In this blog, we’ll walk you through the steps to create an effective EDDM retail mailing campaign, the benefits of using bulk mailing services, and why partnering with print on demand companies can streamline the process.
What Is EDDM Retail Mailing?
EDDM retail mailing is a simplified and cost-effective way to market your business locally. It allows you to:
- Target specific neighborhoods or ZIP codes.
- Send mail directly to residential and business addresses without requiring a mailing list.
- Save money on postage rates compared to traditional direct mail campaigns.
This approach is ideal for local businesses, such as restaurants, real estate agents, gyms, and healthcare providers, looking to increase brand visibility in their communities.
Why Choose EDDM for Your Marketing?
EDDM offers several advantages that make it an excellent choice for businesses:
- Cost-Effectiveness
With reduced postage rates and no need to purchase a mailing list, EDDM is a budget-friendly marketing option. - Wider Reach
By targeting entire neighborhoods, businesses can reach potential customers who may not be accessible through digital channels. - Easy to Use
USPS’s EDDM program is user-friendly, guiding businesses through the process of selecting routes and creating mail pieces. - Flexible Options
EDDM allows businesses to choose specific routes based on demographics, such as age range or household income, for better-targeted campaigns.
Step-by-Step Guide to Creating an EDDM Retail Mailing
Follow these steps to design and execute a successful EDDM campaign:
Step 1: Define Your Campaign Goals
Before diving into the logistics, identify your campaign objectives. Ask yourself:
- What is the purpose of this campaign? (e.g., promote a sale, introduce a new product, or increase brand awareness)
- Who is your target audience?
- What is your budget?
Clearly defined goals will help you create a focused and impactful campaign.
Step 2: Choose Your Target Area
Use the USPS EDDM online tool to select the routes where you want your mail delivered. You can filter routes based on:
- ZIP code
- Average household income
- Age demographics
- Residential or business addresses
This targeting ensures that your campaign reaches the most relevant audience.
Step 3: Design Your Mail Piece
Your mail piece is the centerpiece of your campaign, so it must be visually appealing and informative. Consider these best practices:
- Adhere to USPS Guidelines
EDDM mail pieces must meet specific size and format requirements. For instance, postcards should measure between 6.125 x 11 inches and 12 x 15 inches. - Include a Clear Call-to-Action (CTA)
Make it easy for recipients to take action, whether it’s visiting your website, calling your business, or redeeming a special offer. - Highlight Key Information
Include your business name, contact details, location, and any promotions or discounts. - Use High-Quality Visuals
Professional images and a clean design enhance the credibility of your brand.
Partnering with print on demand companies can simplify this step. These companies specialize in creating high-quality, customizable prints tailored to your needs.
Step 4: Print and Prepare Your Mail
Printing and preparing mail for EDDM campaigns can be complex, especially for businesses new to direct mail. This is where bulk mailing services come into play.
Using bulk mailing services ensures:
- High-quality printing and accurate preparation of your mail pieces.
- Adherence to USPS requirements, such as bundling and labeling.
- Time and cost savings by outsourcing the logistics.
Step 5: Submit Your Mail
Once your mail pieces are prepared, submit them to the USPS for delivery. You can drop them off at the nearest USPS entry point, along with the required forms and payment.
Step 6: Track and Measure Results
After your campaign is launched, track its performance to assess its effectiveness. Use methods such as:
- Including unique coupon codes or QR codes to track responses.
- Monitoring sales or inquiries from targeted areas.
Analyzing the results will help you refine future campaigns for even better outcomes.
Benefits of Using Bulk Mailing Services
Outsourcing your EDDM campaign to a professional mailing service offers several advantages:
- Expertise
Bulk mailing providers understand the intricacies of USPS requirements, ensuring a smooth process. - Time Savings
By handling everything from printing to delivery, they free up your time to focus on other aspects of your business. - Cost Efficiency
Providers often secure bulk printing and mailing discounts, reducing overall campaign costs. - Scalability
Whether you’re sending 500 or 5,000 pieces, bulk mailing services can handle campaigns of any size.
Why Partner with Print on Demand Companies?
Print on demand services are perfect for creating customized and professional mail pieces without maintaining an inventory. These companies offer:
- Flexibility: Print only what you need, avoiding excess inventory and waste.
- Customization: Tailor designs to align with your brand and campaign objectives.
- Quick Turnaround: Rapid production and delivery ensure that your campaigns are launched on time.
Explore the top print on demand companies to find a partner that meets your printing needs.
Tips for a Successful EDDM Campaign
- Focus on Value
Highlight the unique benefits your business offers to attract attention and drive engagement. - Optimize Timing
Schedule campaigns during peak seasons or when customers are more likely to act, such as holidays or back-to-school periods. - Combine with Digital Marketing
Enhance your EDDM campaign by integrating it with online channels like email or social media for a cohesive marketing strategy. - Test and Optimize
Run smaller test campaigns to refine your messaging and design before rolling out to a larger audience.
Conclusion
Creating an EDDM retail mailing is a cost-effective way to expand your reach and connect with potential customers in your local community. By leveraging bulk mailing services and partnering with print on demand companies, you can streamline the process and ensure a successful campaign.
From defining your goals to designing impactful mail pieces, every step plays a crucial role in achieving your marketing objectives. With proper planning and the right partners, EDDM can become a cornerstone of your business’s marketing strategy, delivering measurable results and driving growth.