Are you debating on EDDM^® vs. Targeted Mail?

The good news is that both Every Door Direct Mail^® (EDDM) and Targeted Direct Mail offer numerous benefits. Each option has its pros and cons that we will share in this article.

Deciding between the two options depends on the type of information you have on hand as well as the short- and long-term goals of the mailing.

For plenty of businesses, it makes sense to send to every household surrounding your location because a huge number of households are interested in your business.

Think about bakeries, restaurants, health care providers, coffee shops, pet supplies, auto repair shops, gyms and many others. In fact, it's a common practice for businesses to "farm" a neighborhood — a tactic where they send repeated mailings to a neighborhood to raise awareness and provide special offers. EDDM is a great solution for this approach due to its low cost to high volume value.

On the other hand, if you sell specialized services, like a financial planner does, you will want to target a specific type of homeowner. For example, you can buy a list of addresses where the family has college-aged children and they may be looking for your advice. Targeted Direct Mail is a great solution because you can use demographic attributes to find your ideal audience. 

Some organizations use a combination of both to achieve their objectives. We've outlined the pros and cons of EDDM vs. Targeted Mail below.

Every Door Direct Mail (EDDM)

Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that makes it easy to reach every home in the neighborhoods you select. You don't need to know the names or street addresses of your intended audience.

In today's technology-driven world, there are many myths about direct mail. "Direct mail is old-fashioned. Everyone hates 'junk' mail. You can't track the results. Mail is so expensive compared to digital advertising." 

Leveraging the best of both print and digital makes your marketing message heard repeatedly and more cost effectively. When combining print and digital marketing, customers and prospects see an ad in their mailbox, inbox and social media feed.

As the summer sales season comes to an end, you should be asking yourself how to make sure your marketing plan moves forward this quarter and sets you up for success through fall and winter.

3 ways  to  make sure your marketing plan moves forward this quarter and sets you up throughout the year!

Know your marketing budget-

When considering all the things that go into a successful marketing campaign, staying on budget might just be the most important. 

There are a lot of moving parts when it comes to getting marketing collateral off the ground. Keep in mind the cost for things like professional photography, social media ads, print and mail campaigns, and advertisement design. 

Cut through the digital clutter and put your brand on repeat.

Are you ready to make a lasting impression on your audience?

Get back to the basics:

Is your goal brand recognition, recruitment, increased sales, an event or initiative? Define what you are offering your potential customer and what sets your brand apart.

Cut through the digital clutter and put your brand on repeat.

When sent out consistently, direct mail keeps your name top of mind.

Direct mail isn’t just about making the immediate sale, but about building a relationship with your audience – All relationships start with trust. Direct mail is a tangible and trusted solution for putting your message in audience hands with a personalized touch that digital marketing and email doesn’t provide.

The basic make up (and cost) of a Direct Mail campaign is comprised of 3 items.
Design Cost, Print Cost and Postage Cost.  Detailed below is How Much Does it Cost to Send 1,000 Postcards, demonstrates the combined Print/Postage cost per thousand for 9 x 6 mailer on 120# Card Stock.  Below is a quick illustration of postage cost only for the same 1,000 pcs.

Are you wondering how to create a direct mail marketing strategy that works?