EDDM marketing and how it works

EDDM marketing, or Every Door Direct Mail marketing, is a form of direct mail that allows businesses to send highly targeted and customized mailers to households in specific geographic areas. Unlike traditional direct mail, EDDM does not require a mailing list or expensive postage fees. Instead, businesses can simply choose the target ZIP codes or carrier routes they want to reach, and their mailers will be delivered to every mailbox along those routes. This makes it an affordable and effective way for businesses to reach a large number of potential customers in a specific area. With EDDM, businesses can also customize their mailers with offers, promotions, coupons, or other incentives to encourage recipient engagement and drive sales.

Stats and Brief History of EDDM and its Popularity in the Marketing World

• Every Door Direct Mail (EDDM) was introduced by the United States Postal Service (USPS) in 2011 as a new way to facilitate direct mail advertising. The goal was to make it easier and more affordable for businesses to reach potential customers in specific geographic areas without having to purchase expensive mailing lists or postage fees.
• EDDM quickly became popular among small businesses, non-profits, and political campaigns because of its cost-effectiveness and easy-to-use platform. It was particularly useful for local businesses such as restaurants, salons, and gyms that wanted to target residents in their immediate area.
• According to USPS statistics, the number of EDDM mail pieces sent in 2020 increased by 28.5% compared to the previous year, despite the challenges presented by the pandemic. This indicates that EDDM marketing continues to be a popular choice for businesses looking for affordable and effective ways to reach new customers.
• Studies have shown that EDDM campaigns have high response rates and ROI, with some businesses reporting response rates of up to 10%. Additionally, EDDM offers businesses the ability to track and measure campaign success through tools such as USPS Informed Delivery, which allows recipients to preview their mail before it arrives and provides businesses with data on email open rates and click-through rates. Overall, EDDM marketing is a valuable tool for businesses looking to grow their customer base and increase sales.

 

Benefits of EDDM Cost-effectiveness compared to other forms of direct mail marketing

 

Here are some benefits of EDDM marketing:

1. Cost-effectiveness: EDDM is a cost-effective way to conduct direct mail advertising. There is no need for businesses to purchase mailing lists or pay expensive postage fees, which can significantly reduce the cost per piece of mail. Additionally, businesses can choose specific geographic areas to target, allowing them to reach potential customers in their immediate area without wasting resources on non-targeted mail.
2. Wide reach and targeting options: EDDM allows businesses to send their mailers to every household and business along specific carrier routes or ZIP codes. This means that businesses can reach a large number of potential customers with each campaign, increasing their brand awareness and potentially driving more sales. EDDM also offers targeting options such as age, income, and household size, allowing businesses to fine-tune their campaigns to specific audiences.
3. High response rates and ROI: Studies have shown that EDDM campaigns can have high response rates, with some businesses reporting response rates of up to 10%. This indicates that EDDM can be an effective way to engage potential customers and drive sales. Additionally, because EDDM is cost-effective, businesses can achieve a higher ROI compared to other forms of direct mail advertising.
4. Customization options: EDDM offers businesses the ability to customize their mailers with offers, promotions, coupons, or other incentives to encourage recipient engagement and drive sales. Businesses can also choose from a variety of sizes and formats to create mailers that reflect their branding and messaging.

Overall, EDDM is a valuable tool for businesses looking for an affordable and effective way to conduct direct mail advertising. With its wide reach, targeting options, high response rates, and customization options, EDDM can help businesses grow their customer base and increase sales.

Steps to follow for successful EDDM campaigns

Sure, here are some steps to follow for successful EDDM campaigns:

1. Define your target audience:
2. Before launching an EDDM campaign, it’s important to define your target audience. Think about who your ideal customers are and where they live. This will help you choose the right carrier routes or ZIP codes to target.
3. Design your mailer: Your mailer should be eye-catching and engaging, with a clear call-to-action. Consider including offers, promotions, coupons, or other incentives to encourage recipients to take action. Make sure your branding is consistent, and that your messaging is aligned with your overall marketing strategy.
4. Choose your delivery area: Once you have defined your target audience and designed your mailer, you can choose the delivery area. You can use the USPS website to search for carrier routes or ZIP codes in your target area.
5. Print your mailers:
6. Bundle and prepare your mailers: The USPS requires that all EDDM mailers be bundled and prepared in a specific way. Make sure you follow their guidelines carefully to ensure your mailers are delivered correctly. Or hire us to do it for you
7. Deliver your mailers: Once your mailers are bundled and prepared, you can deliver them to the local Post Office for distribution.

 

By following these steps, businesses can launch successful EDDM campaigns that reach their target audience, generate engagement, and drive sales.

Tips for tracking and measuring campaign success

1. Through rates. By tracking these metrics, you can get an idea of how many people are engaging with your mailers.
2. Include unique offers or codes: Including unique offers or codes in your mailers can help you track how many people took action as a result of your campaign. For example, you may include a promo code that customers must use when making a purchase to receive a discount.
3. Track website traffic: If you have a website, you can track how much traffic is coming from your EDDM campaign by using analytics tools such as Google Analytics. By tracking this data, you can get an idea of how many people are visiting your website as a result of your campaign.
4. Conduct surveys: Surveys are a great way to get feedback from customers about your EDDM campaign. You can ask them if they received your mailer if they found it engaging, and if they took any action as a result of it. This information can help you improve future campaigns.
5. Use tracking phone numbers: Using a tracking phone number in your mailers can help you determine how many people are calling your business as a result of your campaign. You can also use call-tracking software to record and analyze the calls.

By tracking and measuring your EDDM campaign success, you can better understand what works and what doesn’t, and make adjustments to improve future campaigns.

Some real-world examples of businesses that have used EDDM successfully:

1. Domino’s Pizza: Domino’s Pizza used EDDM to target households in specific geographic areas as part of their national marketing campaign. By sending targeted mailers with coupons and offers to potential customers in their delivery zone, they were able to increase sales and drive customer engagement.
2. 7-Eleven: 7-Eleven used EDDM to promote their new mobile app to potential customers in specific geographic areas. They sent mailers with a QR code that customers could scan to download the app. The campaign was effective in increasing app downloads and driving customer engagement.
3. AAA Insurance: AAA Insurance used EDDM to reach potential customers in specific geographic areas and educate them about the benefits of their insurance products. They sent mailers with information about their products and services, along with personalized quotes for each recipient. The campaign was successful in generating leads and driving customer acquisition.
4. Orangetheory Fitness: Orangetheory Fitness used EDDM to promote their new gym location to residents in the surrounding area. They sent mailers with an invitation to a free trial class, which was an effective way to generate interest and drive customer acquisition.
5. Chick-fil-A: Chick-fil-A used EDDM to promote their new menu items and specials to households in specific geographic areas. By sending targeted mailers with offers and promotions, they were able to increase foot traffic and drive sales.

These are just a few examples of how businesses have successfully used EDDM to reach potential customers, generate engagement, and drive sales. By customizing their mailers, targeting specific geographic areas, and tracking their results, these businesses were able to achieve their marketing goals using EDDM.

Sure, here’s an analysis of what made the EDDM campaigns mentioned above effective and how they can be replicated:

1. Domino’s Pizza: The success of Domino’s Pizza’s EDDM campaign was due to its ability to target households in specific geographic areas and offer personalized coupons and offers. By sending mailers with compelling offers that were tailored to each recipient’s location, they were able to drive customer engagement and increase sales. To replicate this campaign, businesses can use EDDM to send targeted mailers with personalized offers or promotions to potential customers in specific geographic areas.
2. Job cover letter or link that customers can use to access a special offer or promotion.
3. AAA Insurance: The success of AAA Insurance’s EDDM campaign was due to their ability to educate potential customers about their products and services and provide personalized quotes. This was an effective way to generate leads and drive customer acquisition. To replicate this campaign, businesses can use EDDM to send mailers with information about their products and services along with personalized quotes or offers.
4. Orangetheory Fitness: Orangetheory Fitness’ EDDM campaign was successful because they sent mailers with free trial class invitations. This was an effective way to generate interest and drive customer acquisition. To replicate this campaign, businesses can use EDDM to send targeted mailers with a compelling offer or promotion that encourages customer engagement.
5. Chick-fil-A: Chick-fil-A’s EDDM campaign was successful because they sent targeted mailers with compelling offers and promotions that were tailored to each recipient’s location. This was an effective way to increase foot traffic and drive sales. To replicate this campaign, businesses can use EDDM to send targeted mailers with personalized offers or promotions that are tailored to the recipient’s location.

In summary, the success of these EDDM campaigns was due to their ability to target specific geographic areas, provide personalized offers or promotions, and track their results. By replicating these strategies and customizing their mailers and messaging, businesses can launch successful EDDM campaigns that generate engagement, drive customer acquisition, and ultimately increase sales.

Recap of the benefits of using EDDM for marketing purposes

Sure, here’s a recap of the benefits of using EDDM for marketing purposes:

1. Cost-effectiveness: EDDM is a cost-effective way to conduct direct mail advertising and doesn’t require expensive mailing lists or postage fees.
2. Wide reach and targeting options: EDDM allows businesses to send their mailers to every household and business along specific carrier routes or ZIP codes. This means that businesses can reach a large number of potential customers with each campaign.
3. High response rates and ROI: Studies have shown that EDDM campaigns can have high response rates, with some businesses reporting response rates of up to 10%. Additionally, because EDDM is cost-effective, businesses can achieve a higher ROI compared to other forms of direct mail advertising.
4. Customization options: EDDM offers businesses the ability to customize their mailers with offers, promotions, coupons, or other incentives to encourage recipient engagement and drive sales.
5. Easy to use: EDDM is easy to use and doesn’t require a lot of technical knowledge or experience.
6. Measurable results: EDDM campaigns can be tracked and measured using tools such as USPS Informed Delivery, allowing businesses to see how many people received their mailers, how many opened them, and how many took action.

Overall, EDDM marketing is a valuable tool for businesses looking for an affordable and effective way to conduct direct mail advertising. With its wide reach, targeting options, high response rates, customization options, ease of use, and measurable results, EDDM can help businesses grow their customer base and increase sales.

Final thoughts on why businesses should consider implementing EDDM into their marketing strategies.

In conclusion, businesses should consider implementing EDDM into their marketing strategies for various reasons. EDDM is a cost-effective way to conduct direct mail advertising, and it provides businesses with a wide reach and targeting options that enable them to reach potential customers in specific geographic areas. High response rates and customization options make EDDM an effective way to generate engagement and drive sales.

Additionally, EDDM is easy to use and provides measurable results, allowing businesses to track the success of their campaigns and make data-driven decisions for future marketing strategies. The success of various businesses such as Domino’s Pizza, 7-Eleven, AAA Insurance, Orangetheory Fitness, and Chick-fil-A using EDDM further proves its effectiveness in generating engagement and driving sales.

Overall, businesses looking for an affordable and effective way to expand their customer base and increase sales should consider implementing EDDM into their marketing strategies. With its numerous benefits and proven success, EDDM can be a valuable tool for businesses of all sizes and industries looking to grow and succeed in today’s competitive market.