You waited for years to find just the right location to start your new business. Now everything is in place, your grand opening is around the corner, but how do you get the word out to everyone in the neighborhood? The solution might be Every Door Direct Mail.
Every Door Direct Mail, or EDDM, is the most efficient and cost-effective method for a new business to reach potential local customers through direct mail. It’s very easy to accomplish and doesn’t require a mailing list or permit. All you have to do is go to the USPS’s EDDM mapping tool, search the area by ZIP code, and select as many carrier routes as you want. You can even map by demographics like age, income, or household size. The Post Office will then deliver your mail pieces on the date you pick to every single address on the selected routes.
The cost of mailing EDDM is approximately one-third of first-class postage. It is a terrific marketing method for local businesses. There are, however, pros and cons to using this strategy. Let’s help you determine if EDDM is right for you.
Think about your target audience. Is it broad enough that you feel your brand could apply to everyone in the area? For example, a restaurant could use EDDM for local residents because everybody eats food, but a brand of baby products would need a narrower approach because some people don’t have young children.
Mailpieces delivered through EDDM cannot address recipients by name; instead saying something like “Current Resident.” This doesn’t have to be a bad thing. In fact, EDDM can be the first step in successfully finding your buyer personas if you utilize other direct mail strategies well.
If you want your every door direct mail to be read, you first need an eye-catching envelope that will make it stand out from the other mail pieces. The same design principles apply to postcards. Vividly include a call-to-action such as offering a redeemable coupon or directing them to an online landing page. Use this call-to-action to collect information on prospects by asking them to fill out an information form. Analyze how many people complete the action and then you’ll get a sense of exactly who you need to target.
After you have this information, then you can deliver more personalized content with variable data and IP targeting. When you partner with NextPage, we work with you every step of the way from the concept of your print marketing all the way to the finished product and we do it all under one roof. We’ll even mail it for you. We have a close-knit relationship with the USPS. A postal worker comes to our facility every day to work with our mailing team, so you can be sure your direct mail will be sent out to the world right on time.
Don’t know where to begin? No problem. Contact NextPage and speak to an account executive about creating your first great direct mail campaign.
To learn more about compelling direct mail, download our free eBooks The NextPage Guide to Direct Mail Success and An Insider’s Guide to Direct Mail Envelope Design.