Looking for an efficient, cost-effective way to increase awareness for your business or nonprofit? The answer might be sitting in your mailbox right now.
According to research from Content Marketing Institute and MarketingProfs, only about one in three marketers use the printed channel as part of the marketing strategy today. All of the focus has turned to digital. While you might think this makes the case to stay away from direct mail, consider the following:
- How many emails do you get in a day? How many do you actually read?
- When was the last time you clicked on a digital ad? Do you even see those digital ads anymore?
Face it – There is a lot of digital noise to cut through in order to increase awareness for your business or nonprofit organization.
“There has never been a bigger opportunity for brands in the printed channel than right now.” – Joe Pulizzi
It’s true that we receive less mail today. But this isn’t a bad thing. It’s a GREAT thing for the businesses and nonprofits that take advantage of direct mail. With less mail in people’s mailboxes, more attention is paid to each piece.
Think a direct mail campaign is too costly for your business or nonprofit? Consider Every Door Direct Mail.
What Is Every Door Direct Mail?
Every Door Direct Mail, or EDDM, is a service of the USPS that is perfect for businesses or nonprofits that target an audience by geographic area. Just as the name implies, the EDDM program delivers your mail piece to every home in an area you select.
With EDDM, you don’t need to have or buy mailing lists. It saves you the expense of purchasing a mailing list, which can save you hundreds of dollars on your direct mail campaign. Combine that with a 66 percent savings in postage compared to a first class stamp and mail becomes your most powerful marketing tool.
Key Benefits of Every Door Direct Mail
Why choose EDDM over traditional direct mail? Here are some key benefits to trying an EDDM campaign.
No Mailing List Needed
With EDDM, you simply pick the geographic area you want to target. This could be a city, neighborhood, or a specified distance from your business. Your printed piece is delivered to every address in your selected area. You don’t need to know names or street addresses.
Create Unique Mailings
Craft printed pieces that tell your story. As long as your piece meets EDDM’s flexible size limits and includes the correct label and indicia, you can design it your way. While postcards are a popular choice, you can also send brochures, coupons, menus, and catalogs.
Focus on Marketing, Not on Cost
Choosing EDDM is choosing savings. EDDM eliminates the cost of:
- Purchasing a mailing list
- Ink jetting names and addresses on every single mail piece
- A postage permit
What’s more, your price per piece is substantially lower with EDDM.
Ideas for Marketing with Every Door Direct Mail
Every Door Direct Mail can be very effective for healthcare (ex. doctors, chiropractors), retail, service businesses, nonprofit organizations, real estate, restaurants, churches, schools, and more. Here are a few ideas for how your business or nonprofit might use EDDM to increase awareness.
Opening a New Business or in a New Location
EDDM is a great tool for promoting a store opening, particularly if your business offers something for everyone. You can target the entire community where your store is opening.
Are you hosting a grand opening event and have a lot of information to share about it? An oversize postcard and EDDM’s mailing label guidelines leave you with an incredible amount of marketing real estate to share your message.
Acquiring New Donors for a Local Cause
Traditional donor acquisition can be expensive. You need mailing lists which cost you money to purchase or time to acquire through exchanges. Then there’s the expense of producing a complete donor acquisition package, including a letter, reply device, remittance envelope, and possibly a premium.
If your nonprofit operates within a defined geographic area and supports a universal cause, why not try EDDM for donor acquisition? You could do something as simple as a folded postcard to increase awareness and solicit new supporters. You can also send letters within the EDDM size limits.
Reaching Out to More People in Your Service Area
Is everyone in your service area aware of your business? If your service business is located in one community but you can service many others, try an EDDM campaign in those other communities. By building awareness of your service in areas where they might not know you, you increase the potential for new business.
While EDDM is a great choice for increasing awareness for your business or nonprofit, it can be very challenging to figure out on your own. Even the USPS encourages working with a printer and mail service provider on your EDDM campaign.
Let The Badger Group handle your first – or next – Every Door Direct Mail campaign. Contact us today!