The Ultimate Small Business EDDM® Marketing Checklist

EDDM Checklist

Despite the popularity of today’s Internet-driven marketing tools such as social media, search engine marketing, and commercial email, EDDM® marketing remains to be an affordable and cost-effective technique available to businesses. According to the 2015 USPS® Household Study, 81% of the recipients read or scan their mail daily. Because your postcard goes into the homes […]

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Despite the popularity of today’s Internet-driven marketing tools such as social media, search engine marketing, and commercial email, EDDM® marketing remains to be an affordable and cost-effective technique available to businesses.

According to the 2015 USPS® Household Study, 81% of the recipients read or scan their mail daily. Because your postcard goes into the homes and hands of the campaign’s target audience, it creates an intimate connection that rivals media channels such as radio and television. Research has shown that 40% of customers will try a new business after receiving a mail offer, with a typical mail campaign generating a 13 to 1 return on investment. The U.S. Postal Service® offers a highly affordable mail program for local businesses called EDDM®, or Every Door Direct Mail®.  This program is ideal for saturation mailing.

Advantages

It allows you to be selective with your audience; you can choose to target your most loyal customers or expand your scope. You simply use our free online mapping tool to choose the delivery date, zip codes, or specific letter carrier routes within those zip codes that best match your targeted marketing area.

  • This medium allows you to track your statistics in regards to the effectiveness of different formats, mailing lists, offers, and more. With this important information, you can then plan future campaigns.
  • It is a personable and intimate communication between you and your potential customer.
  • Because this is a tangible item, consumers are able to save mailed coupons for future use and share mailings with others.
  • Best of all, you’ll save the cost and hassles of a mailing list, shipping and postage permits, paying less than 16 cents per postcard delivered in addition to the cost of postcard printing.

Full Service vs Print Only

We offer two types of solutions: Print Only and Full Service.

Print Only, which is also referred to as Every Door Direct Mail-R:

  • We print the postcards and ship them to you.
  • You create an account with the USPS® and select your routes on their website.
  • Complete your USPS® paperwork and pay for your postage (17.6¢ per home).
  • After receiving your postcards via the USPS®, you will need to prepare each route’s bundles with facing slips.
  • You then will deliver your postcards to the post office.
  • A maximum of 5,000 postcards per day can be sent.

Full Service EDDM®

  • You can do it all from your computer.
  • Select an in-mailbox delivery date.
  • Select your mailing routes through our easy-to-use mapping tool.
  • Upload your files or have our creative team create a unique design for your business.
  • Review your order and complete your checkout including postage (only 16¢ per home).
  • We handle the print, processing, and delivery to the post office.
  • There is no limit to the number of postcards that can be sent out each day,

 To help you plan and keep your campaign on track and as cost-effective as possible, we offer the following checklist that will help you realize the maximum return on your marketing investment.

Complete EDDM® Checklist

Identify Your Best Audience

The more targeted your message is to a particular audience, the better response and return you’ll receive. Understand and identify the type of audience you wish to reach, whether that’s an existing one or a new prospect, and customize your message and offer that will best “speak” to that recipient. They are available in a variety of sizes and printing options to meet your business’s needs.

Select Your Target Area

Instead of shopping for the right mailing list, the Every Door Direct Mail® program means you simply select those zip codes and carrier routes that best target the hottest prospects for your advertising message. Most retailers have a clearly defined geographic radius around their location that accounts for the majority of their business. All you need to do is match your “prospect zone” to the existing zip codes and carrier routes by using our mapping tool. We’ve created a short video highlighting the process of selecting a route with our easy-to-use mapping tool. (Select 1, 2 or 3 mile radius)

Write “Selling” Content

Avoid the fluff and focus on content that helps recipients solve a problem or get a question answered. Prospects aren’t as interested in reading a laundry list of your company’s features as they are in learning how they could benefit from them. Reach out to customers who can offer authority building testimonials and showcase your professional certifications, such as the Better Business Bureau, Yelp, Trip Advisor, etc.

Customize Your Postcard Design

A well-designed postcard that matches the interests and needs of your target prospects will deliver the best results. Keep the following points in mind when laying out your mailer:

  • Write a straight-to-the-point headline that grabs your audience’s attention.
  • Remember that pictures truly are worth a thousand words.
  • Take advantage of color and layout to attract attention and reinforce your brand’s familiarity.
  • To boost readership and response, feature your deal prominently on the front of your mail piece.
  • Keep your text as brief and readable as possible, using bullet points or numbers to summarize your key selling points.
  • Don’t overwhelm the reader with excessive graphics or copy; your offer or call-to-action will most likely get lost in the chaos.
  • Use no more than three different fonts on your mailer. Too many fonts make the piece look cluttered and messy. Simplified fonts help with readability.
  • Don’t forget to include all of the basics that prospects will want to know – complete business address, phone number, website and your social media contact platforms.

SEE ALSO: How to Create an Original and Effective EDDM® Postcard

Create a Compelling Offer with a Clear CTA (Call to Action)

Whether your mailer is intended to spur an immediate sale or attract leads for a future marketing effort, be sure to tell recipients exactly what you want them to do next, and offer a compelling and rewarding reason to do so. This can be done by including a discount on products, services or coupon codes. For example, a flower shop owner may offer a 30% off coupon if customers bring their mailer to the store.

How to Get the Most out of EDDM Marketing

Consider Your Mailer’s Delivery Date

You want to make sure that your postcard mailing is reaching your audience when they’re most likely to respond. Consider follow-up mailings to boost your overall campaign response rate. For example, if you are a pool cleaning company, you would want to start marketing your services in the spring so that people’s pools are ready for the summer. You could then follow up in the summer.

Measure and Track Your Results

In the business world, numbers and statistics play a big role in determining the success of a marketing campaign. Don’t assume that you know what your customers want or need—use this service to answer that. If you mail out on a regular basis, test different routes, headlines, and offers. For example, your clothing company is wanting to do A/B testing. Your first run could be a BOGO Free coupon mailer, and your second one could be a 30% off coupon mailer. You can then compare the results with previous mailings and repeat the most profitable campaigns.

The above information will be helpful whether you are looking to sell more items to current customers or if you’re prospecting for new leads. If you have any questions, feel free to contact one of our customer support representatives. Take a look at some of our designs by viewing print examples.

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Bookmarks: Think Outside the Book

Marketing with Bookmarks

With school days just around the corner, students are gearing up with their back-to-school supplies. With any academic setting comes the use of textbooks and novels, and thus the need for bookmarks. Bookmarks are perhaps one of the most underused tools in the marketing tool belt. Their compact and portable size make them the perfect […]

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With school days just around the corner, students are gearing up with their back-to-school supplies. With any academic setting comes the use of textbooks and novels, and thus the need for bookmarks.

Bookmarks are perhaps one of the most underused tools in the marketing tool belt. Their compact and portable size make them the perfect token to distribute. And because readers of all ages can use them, it allows a company to target as small or wide a demographic as possible. 

We currently offer bookmarks in 2″ x 8″ and 1.5″ x 7″ sizes on a variety of stock options.

This matte 2" x 8" bookmark is given out in our sample packs as an example of how to creatively use a bookmark.

Learning Centers

Learning Centers are perfect for bookmark marketing. Not only can a bookmark be used as a practical placeholder for their books, but its canvas can host informative educational information. Reach elementary school children by offering a list of commonly misspelled words, introductory Spanish vocabulary, mini multiplication tables, or converting one of the bookmark’s edges into a ruler. By adding an educational twist to your advertising materials, your recipient is more likely to hold onto the token.

Extracurricular Programs

Almost every student has some form of extracurricular activity they participate in—from drama classes to Jiu-Jitsu. Bookmarks are a great way to promote your brand. Use bookmarks to draw potential customers in with a discount on a class package or a first free class.

Run a cooking class for chefs-in-the-making? Bookmarks are perfect for featuring a table of measurements, an easy recipe for students to try at home, or photos of current students with their culinary creations. Be sure to add links to your website and registration links.

Don’t be afraid to cross promote with other companies either. For example, if you head up a baseball team, use your bookmarks to highlight some of the top athletic shops for cleats, baseball bats, and other sports gear in your area.

Colleges and Universities

With fall comes the beginning waves of acceptance letters. Colleges and universities can offer bookmarks into their acceptance packages with information on the required summer reading, upcoming orientation dates, and important essentials for dorm living.

Bookmarks are more than a placeholder for reading materials; they’re a potential treasure trove for your business information.

Shop Bookmarks

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7 Marketing Essentials for Your Dental Practice

Business Cards for Dentists

For some, the idea of going to a dentist appointment can be nerve-racking. According to a study by colgate.com, it has been estimated that between 9%-15% of Americans avoid going to the dentist due to fear and anxiety. To put that into perspective, that’s about 30-40 million people. With this to contend with, it is […]

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For some, the idea of going to a dentist appointment can be nerve-racking. According to a study by colgate.com, it has been estimated that between 9%-15% of Americans avoid going to the dentist due to fear and anxiety. To put that into perspective, that’s about 30-40 million people.

With this to contend with, it is critical that dentists not only have excellent bedside manner but that they are successful in their marketing strategies.

Below are our top 7 ways to effectively promote your dental practice with print marketing.

Business Cards

Business Cards are the foundation of every successful business. At Primo Print, we offer a diverse array of printing options and high-quality paper stock. Our superior paper stock comes in 14PT, 16PT, 18PT, 22PT, and 32PT, and it can be styled with Painted Edges, Inline Foil, Plastic Cards, Linen, Spot UV, Full UV, and more. Primo Print business cards are also available in  Velvet Laminated, Linen, Oval, Slim Cards, and Square Cards, featuring rounded or square corners.

Make sure to tailor your graphic design to your clientele base. Do you have a practice in an upscale metropolis? Make sure that your business card comes across classy and sophisticated. Or, do you work mainly in pediatric dentistry? Use artwork that comes across as cheerful, perhaps with animated characters or brighter colors.

Every Door Direct Mail®

EDDM® Postcards are great for Dentists to reach new and potential customers.

In a 2015 USPS® Household Study, researchers found that 81% of recipients read or scan their mail daily. Every Door Direct Mail®, or EDDM®, is a marketing channel in which companies send postcards out to a targeted zip code or area. EDDM® is also a perfect medium to advertise business details and incorporate coupons for dental products or services. Choose from Glossy UV Coated, Matte, or Spot UV Gloss in 11 standard postcard dimensions, printed in stunning full color, single or double-sided.

Stickers/Roll Labels

Stickers are a great branding tool, especially for young children as a reward for good behavior during their visit. We offer crack-n-peel stickers with a Glossy UV Coating or with Inline Foil, and Short Run Crack-N-Peel stickers with no additional coating. Custom shaped roll labels like those shown in the image below are sure to put a smile on your young patient’s face. 

Make a Client Smile with Custom Shaped Roll Labels

Brochures

Brochures are ideal handouts and sales pieces, giving you a trifold canvas to easily and effectively share your practice’s information along with your various services. We can give your marketing materials the pizzazz they deserve with our Gloss, UV Coating, Satin Coating, or Uncoated Paper finishes. We offer 70LB, 80LB, and 100LB paper stock.

Magnets

Leave your clients with a unique yet practical marketing reminder. Post it on your refrigerator, inside your locker, or on any metal surface. Our indoor use magnets are printed in full color (CMYK) single (4/0) 17PT UV coated card stock and are available in a variety of shapes and dimensions. It’s easy to make a statement with printing magnets for your business.

Bookmarks

Bookmarks are more than just a practical placeholder; they’re a potentially informative canvas. On one side, you can advertise your practice. On the other, the opportunities are endless. If you’re targeting children, list fun facts about your state, feature the top five most commonly misspelled words, or list three riddles for them to decode. For an adult client base, list the dentist’s favorite dental hygiene products with the most cost-effective prices in town, a list of the staff’s favorite books, or a discount for their next visit. Choose from our high-quality 14PT or 16PT stock and a variety of dimensions and finishes, including Matte, Glossy UV Coating, Spot UV, or Uncoated Card Stock.

Hang Tags

Perhaps one of the more creative ways of marketing, hang tags are the perfect size for you to place your logo along with key contact information. They’re great for complimentary tooth brushes and floss one generally receives at the end of an appointment. We offer a diverse selection of sizing and printing options, including Matte, Full UV, Spot UV, Silk, and Inline Foil, with the option of printing on 16PT or 18PT premium card stock.

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A Beginner’s Guide to Successful Event Marketing

Event Marketing Guide 101

Have you ever been tempted by a college university for a promotional item in exchange for filling out a free admissions application at a college fair? Or maybe you’ll receive 50% off your first purchase when you sign up for a clothing store’s credit card program. Perhaps a brewery is offering free stickers at an […]

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Have you ever been tempted by a college university for a promotional item in exchange for filling out a free admissions application at a college fair? Or maybe you’ll receive 50% off your first purchase when you sign up for a clothing store’s credit card program. Perhaps a brewery is offering free stickers at an outdoor beer festival. These are but a few types of event marketing we engage with on a regular basis.

Event marketing strategies are designed to leave a lasting brand-centered impression by grabbing the potential customer’s attention. It provides value to attendees beyond surface information If properly executed, it will give each of them a resonating experience.

According to a 2012 study by the Event Marketing Institute, 58% of event marketing participants purchased the marketed product after the event, and 86% of these consumers became regular customers.

In order to pull off a successful campaign, it’s critical to identify the target audience and create an experience that’s sure to remain in attendees’ minds. Through interacting with both current customers and prospective buyers, a brand can build a favorable impression and long-lasting relationships.

Event Marketing can be challenging. We've listed some print materials that can help you promote an event effectively.

Below are key tools to take your event marketing skills to the next level.

Table Tents:

These are perfect for promoting your business, product, or event. They are a great way to get the word out about deals, promotions, specials, or upcoming events. Don’t be afraid to think outside of the box either! One of our clients realized that table tents are the perfect size and shape to go around the scarves she sells. This concept would also work well for t-shirts and other products that can roll up and fit inside.

Business Cards:

A signature statement in the marketing world, Primo Print offers a diverse range of printing options and high-quality paper stock for our business cards. Our superior paper stock comes in 14PT, 16PT, 18PT, 22PT, and thick 32PT, and it can be styled with Painted Edges, Inline Foil, Plastic Cards, Linen, Spot UV, Full UV, and more. They are also available in Velvet Laminated, Linen, Oval, Slim Cards, and Square Cards, featuring rounded or square corners Business cards aren’t just for wealthy, high-profile businessmen. Young professionals can benefit greatly from using business cards to jumpstart their careers through promoting themselves and their brand.

Banners & Banner Stands: 

Stand out among the crowd with our diverse range of high quality indoor and outdoor vinyl banners. We offer 10mil Premium Matte Indoor Vinyl, 15oz Blockout Indoor Vinyl, 13oz Indoor/Outdoor Scrim Vinyl, and 8oz Mesh Outdoor Vinyl. These banners include hems and grommets for easy hanging. Our banner stands are easy and effective; they’re well-designed, durable, lightweight, and compact enough that they can be conveniently packed in a small bag for easy travel.

Flags:

Ours are extremely versatile; they can be used by many businesses—from restaurants to car dealerships. They can also be used to welcome clients, announce your presence at trade shows, and advertise sales. Primo Print offers two flags: a feather as well as a teardrop shaped flag. These promotional flags have the ability to capture a customer’s attention quickly, whether used for indoor or outdoor uses. You have the option to add a cross base with a pole for indoor flags, and with outdoor flags, you have the option to purchase a pole and a ground stake. Because of their size and weight, our custom flags are easy to transport and store.

Stickers:

A great tool for personal or business branding, you can easily plant your logo on just about anything. Our custom stickers are ideal for product packaging, handouts, presentation folders, guerrilla marketing, or showing support for your favorite cause or political beliefs. We offer crack-n-peel stickers with a Glossy UV Coating or with Inline Foil, 4mil Vinyl Indoor/Outdoor Bumper Stickers, and Short Run Crack-N-Peel stickers with no additional coating.

Notepads:

Most business professionals have a notepad on their desk for meeting notes, to-do lists, etc. How great would it be if that notepad was customized with your company’s branding and contact information? Notepads are ideal for handing out at conventions and trade shows to potential and current clients. We offer Linen and Premium Smooth finishes on our high quality 70LB paper stock in a variety of sizes and quantities.

Bookmarks:

More than just a placeholder for reading materials, bookmarks are a potential treasure trove for your business information and tools. For example, a design company could offer a designer’s ruler as their bookmark, featuring font sizes, line weights, unit conversions, branding, and contact info. Or, maybe you’re a ballet studio. Draw potential students in with a discount on a class package or a “free first class” pass. Choose from our high-quality 14PT or 16PT stock and a variety of dimensions and finishes, including Matte, Glossy UV Coating, Spot UV, or Uncoated Card Stock.

Brochures:

Brochures are excellent handouts and sales pieces, allowing businesses to easily and effectively showcase their information along with the products and services they offer. From takeout menus to college brochures, this product has endless uses. We can take your marketing tools to new heights with our Gloss, UV Coating, Satin Coating, or Uncoated Paper finishes. We offer 70LB, 80LB, and 100LB paper stock.

Rack Cards:

Whether you’re promoting an upcoming play performance or marketing your pizzeria, custom rack cards are an easy and cost-effective way to promote your business. Rack cards are ideal for handing out around areas with high volumes of foot traffic. This product features a layout that’s perfect for coupons, calendars, price lists, and upcoming events. We offer printing options, such as Spot UV Coating, Glossy UV Coating, Matte Finish, Silk Laminated, and more.

Hang Tags:

A creative way to give your product some pizzazz, our hang tags serve well as custom jewelry and clothing tags, toys, for mason jar treats, and more. Hang tags are great for establishing pricing and serving as a branding reminder. We offer a diverse selection of sizes and printing options, including Matte, Full UV, Spot UV, Silk, and Inline Foil, with the option of printing on 16PT or 18PT premium card stock.

Presentation Folders: 

A practical way to display your branding and contact information and store more of your marketing materials inside, all of our custom folders are available with your choice of 1 or 2 pockets as well as business card slits. Presentation Folders are perfect for trade shows and business meetings. We offer a variety of options and finishes, such as Glossy UV Coated, Matte, Silk Laminated, Spot UV, 14PT Uncoated, 100LB Gloss Cover, Pearl Metallic, and 14PT Natural.

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