Every Door Direct Mail has long been a subject of debate among marketers, with passionate advocates arguing its pros and cons. EDDM is a program of the US Postal Service that allows direct mail marketers to send mailers to particular ZIP codes where they believe their target audience lives. You can send up to 5,000 mailers a day at discounted postage rates.
While many direct marketers have embraced Every Door Direct Mail as an affordable way to conduct marketing campaigns, there are others who argue that it’s not as effective as direct mail campaigns that use mailing lists to target recipients.
Marketing campaigns conducted using EDDM are known as “saturation” campaigns, since a mailer is sent to every home within a particular ZIP code. The principle behind this is that this particular area contains many customers and potential customers who are your target audience. You dont need to have a mailing list, since every mailbox within the ZIP code will receive your mailing.
The main disadvantage of EDDM is that, since there is no return address on the mailer, it runs the risk of being considered junk mail and thrown out without the recipient even bothering to read it. In addition, you would have to print out a lot of mailers for your campaign.
However, if you’re a small business and want to reach everybody in a particular area, then EDDM is your best option.
Businesses who can benefit the most from EDDM direct mail campaigns are small local ones who are trying to generate business and gain customers within a particular service area. These can include:
* Service providers
* Healthcare providers
EDDM is also ideal for one-time or occasional campaigns, such as business openings and launches, and announcements of special events and promotions.
Of course, there are marketers who would argue that EDDM is ineffective and that a “targeted” approach would deliver better results. But this would mean generating or acquiring a mailing list of leads who would be interested in what you have to offer. This can be expensive, since you would either have to conduct a lot of research to find leads, or you would have to buy a mailing list.
So should you use an EDDM direct mail campaign? If your business offers a universally needed service or product, then it may be a good option for you. It’s also a good choice if you have a limited budget for marketing, and the mailer includes coupons or other redeemables that will require action on the part of the recipients.