In the fall of 2011 the United States Postal Service expanded the service of a program called Every Door Direct Mail to the country’s business community (before that time a similar program was only available to municipal governments). Opening up Every Door Direct Mail, or EDDM as it is known in the industry was a response to the combination of the exploding popularity of email blasts and the growing financial deficit experienced by the Postal Service itself. In its 2010 fiscal year alone the USPS lost $5.1 billion.
Now three years into the EDDM program, evidence is showing that used correctly by the right types of businesses, EDDM can result in significant return on investment. Yes, it is true: even in today’s world of email, search engine marketing, social media, tablets and smart phones, there are more ways than ever to connect and engage with potential customers. That being said, direct mail is still a vital part of the successfully marketing of your business.
What is EDDM? Here is a quick overview:
- It is a mailing piece that measures at least 6 1/8” or 11” in one direction.
- A mailing piece must go to every address on a postal carrier’s route, but the minimum is only one carrier route.
- You can send up to 5,000 a day at the lowest postage rate of 17 ½ cents.
- It offers the cheapest mailing cost per piece through the USPS, BY FAR.
- Incredibly affordable at only 21 ½ cents per piece. ( minimum order of 1,500)
- Price includes the full graphic design work, printing, the USPS paperwork and delivery to up to 2 post office locations.
- Added to the cost of >5000, the postage is only 17 ½ cents each, making your total investment only 39 cents – that is 10 cents less than the cost of a postage stamp
If you are new to EDDM and are unsure as to what percentage of potential customers it might bring to your business, consider the following information:
“By the numbers, the U.S. Postal Service (USPS) delivers to more than 149 million residences, businesses and P.O. Boxes in every state and territory. It processes 391,000 pieces of mail a minute. Direct mail, including EDDM, represents 52% of total mail volume in the United States.
No matter what other marketing channels you’re using to promote the products and services of your company, mail offers a one-to-one connection with consumers that can’t be beat. They can read your mailing when they want to, keep it for future reference and pass it along to those they think might be interested.
- According to the USPS, 98% of people check their mail and bring it in each day — 77% sort through it immediately.
- A survey of 64,000 online shoppers revealed households receiving print catalogs shop more often and spend longer periods of time exploring online retail websites than those who don’t.
- Direct order B-to-B direct marketing sales are projected to increase 5.4% over the next three years.
- The Little Book of Big Returns (2011) found that, when used as part of an integrated campaign, mail boosted an advertiser’s return on investment (ROI) by 20%.
- Mail also helped increase the lift of local ads by 44% and online campaigns by 62%.
- A survey conducted by ExactTarget found that 65% of adult Millennials say they prefer to read something on paper.
- Analysis by Scarborough Research found coupons received by consumers via direct mail have a 35% redemption rate.
- 79% of professionals consider direct mail to be “effective” or “very effective.”
Thanks to programs like Every Door Direct Mail® (EDDM®) direct mail marketing is more accessible than ever before. With no mailing lists to purchase and no postal permit to secure, it’s one of the easiest, most affordable ways to market and promote your company. Add to it easy-to-use, turnkey services such as Print It Plus, and we think you’ll agree — there’s a lot to love about marketing by mail.”
The most important thing to understand before you decide to do EDDM for your business is who the clients and potential clients are of your business on a regular basis. In general, EDDM works much better for businesses that sell to consumers (B to C) as opposed to other businesses (B to B). In particular, restaurants and insurance companies are getting substantial returns from doing EDDM. But other companies like lawyers, business consultants and printers like ourselves would probably receive a better ROI on a more traditional mailing with a targeted list that only goes directly to your best potential client.
The bottom line is that for companies who target the consumer marketplace Every Door Direct Mail can be a profitable way to grow their brand and market their business. Come in or invite us to your office and sit down with our experts from Print It Plus and we will share our knowledge and expertise with you to help you decide if an EDDM campaign, some other Direct Mail campaign, or another type of marketing campaign fits your business best.