Posts Tagged eddm
Get Started with Every Door Direct Mail
How much do you know about the USPS program Every Door Direct Mail?
Every Door Direct Mail (EDDM) gives you the ability to target a local neighborhood or to reach customers/prospects nationwide. The Simplified Mailing Process helps you identify which USPS mail routes to include in your targeted mailing area. There is a super cool, intuitive EDDM application available online to get you started.
You can access the online tool and get more information here: https://www.usps.com/business/every-door-direct-mail.htm
Who can benefit from EDDM?
- Auto dealerships
- Arts organizations
- Business services
- Dry cleaners
The list could go on and on. If you want to reach a local, or even national, audience EDDM provides an easy, cost effective marketing channel. Remember that $31,000.00 postage savings for my local customer?
Some things to keep in mind when planning your mailing:
- Mailpieces must meet Standard flats specifications
- Minimum length 11 ½” OR
- Minimum height 6 1/8”
- Weight equal to or less than 3.3 ounces
- Must contain at least 200 pieces (with a maximum per day of 5,000 pieces for the EDDM Retail option, but unlimited for the EDDM BMEU option)
The USPS is hosting a series of FREE business seminars designed to help you gain a greater understanding of this new service and how it can support your marketing plan.
I suggest reaching out to your local Postal Customer Council to find where and when the next seminar will take place in your area. You can search for your local PCC chapter here: https://www.usps.com/business/local-pcc.htm
The Postal Customer Council is a terrific resource and I hope if you’re mailing, you are taking advantage of all the experience and expertise they can offer.
How do you see yourself using this new Postal Service program Every Door Direct Mail? We would love to hear your ideas and success stories!
Bang for Your Buck with Direct Mail Coupons
It’s no secret that consumers are looking for more and more bargains as the recession forces a tightening on pocketbooks. While consumers hunt harder and longer for the deepest discounts they have inadvertently led to a revived interest in direct mail and print coupons. Those companies who are quick to land their coupons in the hands of savvy consumers are cashing in on the bargain hunters and are drawing more business and sales. I know we’ve all received a coupon in the mail, looked it over, and stuck it on the fridge to use later. Having a physical reminder of the money you could save on a product or service you already use or are interested in is a strong driver for new or existing customers. Once a month I get a Bed, Bath, and Beyond postcard coupon in the mail similar to the one seen here.
Seeing these coupons in the mail serves a constant reminder – “don’t forget about our store!” and “shopping with us will save you money!”. How can anyone say no to a discount, especially when it’s for something you already planned on purchasing or are interested in purchasing? Direct mail coupons are worth the small initial investment for businesses and can turn a big profit – now and in the future.
Online discount sites such as Groupon and Living Social are new to the discount coupon scene and while they can result in leads and traffic they often don’t help a business retain customers. Short-term deals on discount websites are the wrong strategy for local businesses looking for a long-term boost in sales. Online discount users are always looking for the next great save – one week it may be your business and the next it may be a competitor nearby for the same price. Online coupons also fail to reach all of their potential customers in a specific area.
USPS programs like Every Door Direct Mail are specifically designed to help small business like hair salons, restaurants, and other specialty service providers to make it even easier to get your coupons into the hands of consumers in your area. EDDM allows small businesses the ability to target a specific area as small or as large as you like and mail to all of the addresses in that area for one low rate – postage included! The ability to zero in on a specific area with direct mail provides businesses with the opportunity to win over long-term, loyal customers with discounts and promotions. Creating loyal customers near you will help bring a continuous return from your marketing budget no matter the size. Think about what will drive your business, define your target range, design a postcard or other mail piece, and get your coupons to do the rest of the work for you.
Interested in mailing out coupons to consumers near you? Contact a sales representative at Strahm and we can help you create and produce your own direct mail coupon campaign today!
Get Your Mail Noticed!
What kind of response rate can I expect?
There is an old adage of Direct Mail Marketing called the 40/40/20 rule. 40% of your success will come from your audience, 40% from your call to action and offer, and 20% from your mail piece design (color, creative, etc).
How do you make sure your mail gets noticed? Studies show that people multi-task more and more, which means the potential for not really “seeing” your marketing message increases as we are inundated with information daily.
Here are some tips for getting your mail noticed:
- Mail repetitively
You want to cut through all the noise of today – just think of all the ringing, beeping, buzzing electronic devices you use every day, add in TV, radio, the kids…..You hear the same commercials more than once a day, right? Repeat your message until they “hear” you. Schedule your marketing program as a regular event.
- Manage a great mail list
Remember, 40% of your success relies on the list you use. Define your target market carefully. If you’re speaking to the wrong audience, it won’t matter how great your mail piece looks or even the offer, you won’t succeed.
- Say their name
Personalization can make all the difference. People love to talk about themselves and likewise, they respond better to mail that refers to them by name, mentions their last purchase, or even their hobbies. The more personal you make the mail piece, the better.
- Make it amusing
Who doesn’t like a good laugh or clever line?
- Keep it timely
You most likely don’t want to try to sell snow blowers in June, or lawn services in November. If your business is seasonal, start your marketing campaign a few months before your busy time.
- Keep it simple
Don’t try to cram too much information into your mail piece. Again, people are bombarded with information, to-do items and obligations. Keep your message short and to the point.
- Mail it again!
Repetition goes a long way. Determine a marketing schedule and keep to it.
You’ve designed a truly masterful mail piece, made a compelling offer and call to action, and you’re mailing to a targeted audience interested in your product or service.
Now get it in the mail!