Mailbox with EDDM postcard coming out of it outside a beautiful home.

Local Marketing Game-Changer: A Comprehensive Guide to Every Door Direct Marketing (EDDM)

In the digital age, where online advertising often steals the spotlight, traditional marketing methods like direct mail might seem outdated. However, for local businesses aiming to reach their target audience in a cost-effective manner, Every Door Direct Marketing (EDDM) offered by the U.S. Post Office is a game-changer.

What is Every Door Direct Marketing (EDDM)?

EDDM is a service provided by the U.S. Postal Service that enables businesses to reach potential customers in specific geographic areas without the need for names or addresses. Instead of targeting individuals, EDDM allows advertisers to target entire postal routes, ensuring that their marketing materials are delivered to every household within those routes.

Cost-Effective Local Advertising

In the past, direct mail marketing meant purchasing mailing lists, which were often expensive and unreliable, and then affixing postage to each postcard. EDDM eliminates these hassles and costs by streamlining the process. Business owners can now save money and reach their desired audience without the need for addresses and stamps.

How Does EDDM Work?

  1. Selecting Target Areas: Using the post office’s online tool, businesses can easily identify and select the postal routes they want to target based on factors such as proximity to their business and average household income. This ensures that their marketing materials are delivered to the most relevant audience.
  2. Designing Marketing Materials: Marketing professionals like CJPros can create eye-catching postcards or flyers that showcase a company’s products, services, or promotions. These materials must meet certain size, weight and formatting requirements specified by the post office.
  3. Bundling and Preparing Materials: Once the marketing materials are designed and printed, the business bundles them in stacks of 50 or 100 and adds facing slips provided by the post office. These facing slips contain important information such as the postal route and the number of pieces in each bundle.
  4. Dropping Off at the Post Office: Lastly, the business owner drops off the bundled marketing materials at the designated post office location. The post office handles the distribution, ensuring that each household within the selected postal routes receives the EDDM card.

Benefits of EDDM for Businesses

  1. Cost-Effective: EDDM offers postage rates significantly lower than standard postcard rates.
  2. Targeted Advertising: By selecting specific postal routes, business owners can tailor their marketing efforts to reach the most relevant audience for their products or services.
  3. No Need for Addresses: Eliminating the need for addresses simplifies the process and eliminates the cost of purchasing mailing lists.
  4. Increased Visibility: With EDDM, businesses can increase their visibility within their local community and generate new leads and customers.

Conclusion

Every Door Direct Marketing (EDDM) provided by the U.S. Post Office is a cost-effective and efficient way for local businesses to reach potential customers in their target areas. By leveraging EDDM, businesses can eliminate the complexities and costs associated with traditional direct mail marketing, while still achieving impactful results. Whether it’s promoting a new product or service, announcing a promotion, or simply increasing brand awareness, EDDM offers businesses a powerful tool to connect with their local audience and drive business growth.

Ready to get started? Learn more about EDDM postcard design here.

 

 

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