In today’s digital-first world, it’s easy to overlook the power of traditional marketing. However, the resurgence of direct mail, particularly Every Door Direct Mail (EDDM), is helping local businesses stand out and connect with their community in meaningful ways. If you’re a local business owner, EDDM can be an incredibly effective tool to increase visibility, drive traffic, and grow your customer base.
So, what exactly is EDDM, and how can it benefit your business? Read on to discover how this cost-effective and simple marketing tool can transform your local outreach.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail (EDDM) is a service from the U.S. Postal Service (USPS) that allows businesses to send direct mail pieces to entire neighborhoods or postal routes without the need for a mailing list. This eliminates the hassle of selecting specific recipients, which is often time-consuming and costly, making EDDM an affordable option for businesses that want to reach a broad local audience.
Why Use EDDM for Your Local Business?
Whether you’re a restaurant, retail shop, service provider, or any other small business, EDDM offers several key advantages for your marketing strategy:
1. Target the Right Neighborhoods
With EDDM, you can send mail to every household or business within a specific postal route. You can choose routes that align with your ideal customer demographic—whether that’s high-traffic areas, neighborhoods with families, or business hubs. By zeroing in on the right areas, you ensure your message gets in front of people who are most likely to visit your business.
2. Cost-Effective Marketing
Traditional direct mail often requires purchasing an expensive mailing list, manually addressing each envelope, and paying for postage. EDDM cuts out the need for mailing lists and addressing. By using bulk mailings, you can access lower postage rates and save significantly on costs, making it an ideal choice for businesses with a limited marketing budget.
3. Increase Local Visibility
EDDM is an excellent way to ensure your business remains top-of-mind within your local community. Unlike email campaigns that can easily get lost in crowded inboxes, physical mail is often more tangible and has a higher chance of being noticed and acted upon. Whether it’s a flyer, postcard, or brochure, getting a physical mailer into people’s hands ensures your brand stays visible in your area.
4. Simple Process
One of the best features of EDDM is its simplicity. You don’t need to worry about managing lists or individual mail addressing. Once you have your marketing materials ready, USPS handles the rest—from route selection to delivery. You just create your mail piece, choose the routes, and send it off!
How Does EDDM Work?
The EDDM process is straightforward and simple. Here’s a quick breakdown of the steps:
1. Select Your Routes: Use the USPS EDDM online mapping tool to choose the specific routes (neighborhoods or postal areas) where you want your marketing materials to be delivered. You can filter by demographics, population size, or even income levels to better target your ideal customer.
2. Design Your Mail Piece: Your marketing materials—whether postcards, flyers, or brochures—should stand out and grab attention. Make sure to include an eye-catching design, a clear call to action, and an irresistible offer. For example, a restaurant might offer a “Buy One, Get One Free” special, while a service provider could offer a discount on their first visit.
3. Prepare Your Mail: Once your mailers are designed, you’ll need to prepare them for delivery. This includes bundling them by route and attaching USPS-approved labels. Many businesses use a print shop or mailing service to handle this step to ensure everything is formatted correctly.
4. Distribution by USPS: After you’ve prepared your materials, the USPS will distribute them to the chosen routes. Your marketing piece will land in every mailbox along the selected route, increasing your visibility and driving local engagement.
Best Practices for EDDM Campaigns
To maximize the success of your EDDM campaign, keep these best practices in mind:
Create a Compelling Design: Make sure your mail piece grabs attention. Use vibrant colors, high-quality images, and clear text. Keep your message concise but impactful. It’s also helpful to have a strong call to action, such as a limited-time offer, special promotion, or an incentive to visit your store.
Offer an Incentive: Adding a special discount or deal can encourage recipients to take immediate action. Offering something exclusive—like a limited-time coupon or a “first visit” discount—will make your business stand out and entice people to walk through your door.
Test Different Areas: EDDM allows you to target specific routes, so why not experiment with different areas to see where your campaign works best? After sending out a few mailers, track your results to understand which neighborhoods respond most positively to your promotions. This will help you refine future campaigns.
Include Contact Information: Don’t forget to include your business’s contact information—address, phone number, website, and social media handles. The easier you make it for people to get in touch, the better your chances of converting a lead into a customer.
EDDM in Action: A Local Business Example
Imagine you own a local coffee shop, and you want to increase your foot traffic. You decide to run an EDDM campaign offering a “Free Coffee with Any Purchase” promotion to households within a two-mile radius of your shop.
You design a postcard that features mouth-watering images of your best-selling pastries and drinks, along with a simple message: “Enjoy a Free Coffee on Us – Just Show This Card!” Your call to action is clear, and the offer is simple to redeem.
You select routes near neighborhoods with a high concentration of young professionals and families, people who are likely to grab a morning coffee on the go. After sending out the postcards via EDDM, you see an uptick in new customers, many of whom redeem their free coffee offer and return for more.
By using EDDM, your coffee shop not only increases local awareness but also builds a loyal customer base that keeps coming back for your delicious brews.
Conclusion
Every Door Direct Mail is a highly effective and affordable marketing tool for local businesses looking to grow their presence in the community. Whether you’re a restaurant, retailer, or service provider, EDDM allows you to target local neighborhoods, increase visibility, and drive customer engagement without breaking the bank.
With minimal effort and a well-designed marketing piece, you can create an impactful campaign that resonates with your local audience and drives real results. Ready to start reaching more customers in your area? Get in touch with us at [Your Business Name], and we’ll help you create, print, and distribute your EDDM campaign to take your business to the next level.