What Is EDDM and What Are Its Pros and Cons
What is EDDM?
Every Door Direct Mail (EDDM) is a service offered by the United States postal service. This service essentially allows businesses to choose postal routes and have their promotional mail pieces delivered to addresses along this route. Businesses can deliver materials such as coupons, flyers, etc., to help boost sales. EDDM can be a great marketing channel when it comes to promoting local businesses.
Who Should Be Looking Into Using EDDM?
EDDM is the perfect marketing strategy when it comes to retail stores, fast food restaurants, grocery stores etc. It is also a great way to advertise in a neighborhood for service based businesses such as dry cleaners, dentists etc.
Simple Yet Effective
One of the most attractive features of this marketing strategy is how easy it all is. The entire process is beautifully simple. Companies can choose geographical areas they want to target and have their promotional material sent to these areas. Various direct mail experts can help businesses narrow down which areas to target in order to make their marketing efforts pay off.
Local Area Stores and Services
EDDM can guarantee results when it comes to certain selected businesses. For example, a new restaurant in a neighborhood can target the area around its location to deliver their marketing material to. This will certainly be a great way to establish a regular customer base.
No Mailing Lists!
The best part about EDDM is that it doesn’t require businesses to have mailing lists and customer databases. For new companies, getting access to such material is not only expensive and time consuming, but such a targeted mailing campaign will also be more costly.
EDDM allows organizations to advertise to a large pool of customers at a very low cost. Businesses can send out thousands of pieces of direct mail daily at a cost of less than 20 cents per piece.
One of the major drawbacks of EDDM is there is absolutely no personalization when it comes to mail pieces delivered. Every customer will receive the same promotional material and the material cannot be customized to include names, offers etc. There is no way to target the message based on demographics, age, etc. This can sometimes be an ineffective way to drive sales.
Carrier Route Limitations
EDDM will deliver mail pieces to all addresses along a certain route. While geographically targeting a carrier route can work wonders for certain businesses, this may not be the best strategy for others. This also will require businesses to pay for mail delivered to every address along the route and not all of these will be the target customers for the business.