Every door direct mail (EDDM) is a great way for small business owners to target a large number of potential customers quickly and inexpensively. With no need to collect addresses or purchase mailing lists, the cost and speed of EDDM can be hard to compete with. Here are a few tips to help you get started on your own EDDM campaign.
- As with all types of direct mail, it is crucial to define your goals upfront. Are you trying to get customers to visit your store for a new opening or a big sale? Are you attempting to generate leads for your real estate business? What ever your goal is it should be defined before you begin so that you can track the success of your campaign. Determining your goal will also help make the design process far easier as well.
- The design of an EDDM campaign is crucial to your success but before you begin you must check the guidelines for EDDM. Not every postcard sized piece is eligible for EDDM, there are strict guidelines that must be followed. Make sure you are aware of these guidelines so that you do not have to redesign your piece after putting in too much work.
- Now that you know the size requirements you can get started on the content of your EDDM piece. Keep in mind the goals you previously determined and that should make the content relatively easy. Do not overload the piece with too much info or no one will take the time to read it. Keep it simple and less crowded. If you are advertising a sale or grand opening, then make that the center of your piece with an exclusive offer or sales code. If you are trying to generate leads in a certain area for real estate, then consider listing some of your success stories in the area. Your goals should determine the type of content you add. But most importantly, include all relevant contact information and make it very easily accessible.
- Finally, you must select your routes. As the name implies, you must mail to every door along a route. That is one of the cons of EDDM, you can not exclude any locations along a selected mail carriers’ route. But that is why it is less expensive then a normal direct mail campaign. So, you select an area that encompasses the most of your target and then you get it sent out. Timing is important because a piece will be mailed in the next few days, but the exact day is never completely guaranteed. So make sure to always mail a day or two earlier to account for this.
Hopefully these tips will help you out if you are planning to run your own EDDM campaign. EDDM is not the perfect fit for everyone but it is certainly a strong tool for many circumstances. And the cost and ease of EDDM is hard to compete against in the world of direct mail marketing.