On the flip side, you could pay a few cents more per piece and mail directly to those 2,200 targets-overall saving you MUCH more. By using EDDM you will have to hit all 9,000 homes in order to reach the 2,200 people that are actually your best customer. An EDDM mailing list count for that zip code comes up with a total of 9,000 records. After running a count of how many men in that age range are within a targeted radius, it’s determined there are 2,200 results matching this profile. The people who generally buy from this shop are men between the ages of 30 and 50. For example, a men’s clothing shop caters to middle-aged men. To start, take a look at who your ideal customer is. I’m going to give you two examples that will help you figure out if an EDDM mailing is a good idea for your industry or if you would be better off with a regular, targeted direct mail campaign. What Kind of Businesses Benefit from EDDM? While it is possible to do this all yourself, it is time consuming and there are EDDM printers and mail houses who could do all the hard work for you, and many times they will save you additional money over doing it solo. In an attempt to make direct mail easier, the USPS has laid out all these guidelines in way the business owners (as opposed to mailing professionals) can understand. The mail has to be a specific size and must follow EDDM USPS rules for formatting, mailing list specs, mail preparation, and post office delivery. Now, let’s go in depth and look at EDDM to see if this will help you spread the word about your business for less money-and isn’t that what all business owners want? What is EDDM (Every Door Direct Mail)?ĮDDM is a service that lets businesses mail to every home in a specific area or zip code at a discounted postage rate. (If you don’t know what that is either, don’t worry - I’m about to break everything down!) The only difference with EDDM is that the mail has to be a very specific size, but the post office has re-branded this product and spent good money advertising it. What many people don’t realize is that this kind of mailing has been around for years, commonly referred to as a carrier route mailing. It’s about time they teach business owners the power of direct mail! I know PostcardMania has received a fair amount of inquires about the service, so I thought it would be helpful to give a thorough explanation on the topic and inform you of why it is beneficial for some businesses, but a potential flop for others.įirst and foremost, I’d like to give props to the USPS for advertising EDDM. I’m sure you have heard of EDDM (Every Door Direct Mail) since the United States Postal Service (USPS) has been promoting it on TV. A step-by-step guide on how to use EDDM for your small business
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