Every Door Direct Mail or EDDM
Every Door Direct Mail or EDDM is a program that USPS offers that you are able to select a geographical area and see the average incomes of those houses in the areas that you choose and do a direct mail campaign to those homes that you pick by mailing routes instead of by address. So, that you can basically saturate specific areas in your area with your direct mail piece.
Benefits of EDDM
- The cost is about three times less than traditional mailing.
- You don’t need a mailing list.
- You don’t have to worry about extra cost with addressing or variable addressing on your postcards or things like that.
- The sizes are all–what USPS refers to as flat rate not letter rate sizes. So, a flat rate size with standard mail will cost sometimes over–depending on the size over a dollar per piece to mail but with the Every Door Direct Mail Program, you’re able to send out these really large jumbo mailers for as low as 18 cents per piece.
Our most popular size would be the 6.5×9″ size. We also have some other sizes available if you want a larger card. T
Tips to increase your response rate for your direct mail campaign with EDDM:
1) Hit the same areas more than once.
Do multiple mailings to the same addresses. Put specific areas that you know are a good fit for your company on a schedule. For instance, mailing them quarterly or 6 times per year or maybe you mail them 4 times per year but it’s only in the Spring and Summer months when you know that customers are more likely to convert into sales.
2) Identify the offer that you want to deliver to people with this mailing.
What’s your message? What’s the offering that you’re trying to get the customer to take advantage of? Does it involve an incentive to get people to take action on that offer quickly?
If you choose to have an incentive or a coupon on the direct mail piece, keep in mind that it doesn’t have to be super, super aggressive to be effective. We want to take them from being someone who’s on the fence to someone who will hold on to the direct mail piece because of the incentive we’ve given them with the coupon. One of this types of things that aren’t necessarily a lot of money but it’s that little bit that is enough to push someone over the edge to where when you say, “
Hey, you get this great value if you take action within the x amount of time/offer expires at this time”.
3) Show personality on your card and to use trust-building elements.
A couple of ways you can do this, one very easy way to show the personality of your company would be:
- To use a picture of the owner, a picture of the company’s staff or even a picture of the company vehicles if they are nice professional looking vehicles.
- Also, in your overall branding of the card, your logo, the different types of imagery you use, the colors you use.
- The way that you word your message is something that is cookie cutter and bland or do you have words that are very unique and stand out to the customer as you’re reading it and really feel like it’s a person talking to them and not something that came out of a 1957 yellow book ad.
- Some of the ways of graphically to do that is to use custom made icons, using custom imagery.
Trust building elements are the other part of this and that helps to sort of shape the customer’s view of your brand but it also helps people to get third-party recognition for your company.
- Customer testimonials are a great way to give that third party recognition. That social proof that “Hey, there’s other people using our company just like you, they have problems just like you, here’s how we help to solve their problems.” And it’s showing that in a story of here’s how this customer’s experience was with our company. The customer testimonials are huge also.
- If you do work for companies that have a name that means something. If you do work for the local library, you can have the third party recognition showing that the library uses you. You can have third party recognition showing that you’re the trusted choice for Mcdonald’s in your area or for maybe a call center, something.
Basically, it brings attention to the fact that they’re not going to be the first person using you.
Another way to do third-party recognition of building trust would be that the personality elements that we talked about before, also reviews, and just letting people know,
“Hey, you can go to this review sites, to check out a hundred 5 star reviews for our company.”
Top rated company online, those sorts of things and say, “
Check out our yellow page. Don’t take our word for it but check out our yellow page. Check out our Facebook reviews.”
And pointing people to those websites so, that they can do their own research is a great way to build trust as well.
4) To make that the message overall–when you complete your piece, make sure that the message itself overall is very, very, simple and clear.
People should know exactly what you offer and what and how to take action on that. So, they need to know in seconds if not sooner,
“What is this company’s offering to me? What’s the problem that they can help me solve? Do I have this problem? If so, do I want to hire them to take of the solution for me based on what I see here, on this direct mail piece?” And then if they answer yes to that, “Yes, I have this problem. Yes, I want a solution. Yes, I want it from this company. What do I do next?”
What does a customer then do to take action on that? Having a crystal clear message and call to action is critical in any marketing piece, especially direct mail. You want the customer to know, once they’ve identified that they need this, they need to know what to do next. So, telling people to call today or even giving them a step by step;
Three simple ways to get this problem solved:
- First, you get your free live on phone or in-home estimate. Whatever you guys offer as your first step.
- Step two, schedule your service appointment time this can be for you
- Step three, get that tingly feeling you get when you’re home is squeaky clean.
Whatever your three steps are, you can tell people what’s going to happen next and how do they get started right now.