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 techniques available to small businesses. Research has shown that 40% of customers will try a new business after receiving a direct mail offer, with a typical direct mail […]
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 techniques available to small businesses.
Research has shown that 40% of customers will try a new business after receiving a direct mail offer, with a typical direct mail campaign generating a 13 to 1 return on investment. The U.S. Postal Service® offers a highly affordable direct mail program for local businesses called EDDM®, or Every Door Direct Mail®. 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.
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.
To help you plan and keep your direct mail marketing campaigns 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.
Identify Your Best Audience
The more targeted your message is to a particular audience, the better response and return you’ll receive. Identify the type of audience you wish to reach – whether that’s an existing customer or a new prospect – and customize your message and offer that will best “speak” to that recipient. It’s available in a variety of sizes and printing options to meet you and 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 in a targeted ZIP code(s).
Below is a video walking you through the process of selecting a route. (Select 1, 2 or 3 mile radius).
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 postcard 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.
- Keep your text as brief and readable as possible, using bullet points or numbers to summarize your key selling points.
- Don’t forget to include all of the basics that prospects will want to know – complete business address, phone number and hours of operation, website and email addresses, and your social media contact buttons.
- Crisp printing will present you as a professional committed to high quality.
Need help with a custom design? Contact one of our in-house graphic designs by completing our online form. They will be happy to assist you with a custom design.
Write “Selling” Content
Avoid the fluff and focus on content that helps recipients solve a problem, get a question answered, or improve their life. 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 those features. Don’t forget to include authority-building testimonials and professional certifications if you have them.
Compelling Offer with a Clear-Cut 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 or services or coupon codes.
Consider the Timing of Your Mailer
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.
Measure and Track Your Results
Keep track of the number of responses as well as the number and amount of sales for each of your mailings. If you mail out on a regular basis, test different headlines and offers. 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 about EDDM®, feel free to contact one of our customer support representatives. Take a look at some of our designs by viewing print examples.