Is an Every Door Direct Mailing (EDDM) Right for Your Small Business?
We compare EDDM to bulk mailings
As a small business, you are likely looking to build brand awareness and bring customers into your business. There are many ways to accomplish this goal; one of the most cost effective and efficient ways is through direct mail.
How should you accomplish this? With Every Door Direct Mail (EDDM) or presort/bulk direct mail? We’ll outline your options.
Every Door Direct Mail (EDDM)
EDDM is a special mail product from the United States Postal Service. This mailing casts a wide net within a tight area.
EDDM does not require a mailing list. Rather, the mail pieces are delivered to every door on a mail carrier’s route, allowing the advertiser to cover a 1-2 mile geographic radius.
For local companies with broad appeal such as restaurants, auto repair shops, insurance agents and electricians, EDDM lets everyone in a specific geographic location know about your business and can be a powerful tool to spread awareness and messaging about your business.
EDDM does not require a business to have a mailing list and the per unit cost of the mailing can be low.
More details can be found here.
Bulk Direct Mail
If you have more of a niche product with a limited market (for example, specialty retail), direct mail may offer a better strategy by taking advantage of bulk discounts.
Your business can take its existing mail list (yes, you’ll need a list) and tightly target segments of your customers. Because you are mailing to more qualified prospects, your response rate is likely to be higher than EDDM.
With direct mail, an advertiser has more flexibility with the mailer size as well as the ability to personalize the mailing with variable data (all EDDM mailings must be identical).
Here are more details
|EDDM||Bulk Direct Mail|
|Mailer size||Min: 6.25″-11.5″; max: 12″-15″||3 categories: postcard, letter, flat; 3.5″x 5″ – 12″ x 15″|
|Postage||$0.164-$0.191 per piece||$0.28-$0.48 per piece|
|Quantities||200 minimum; 5000 maximum||200 minimum|
|Delivery||7-8 days||4-6 days|
|Messaging||Static||Can be personalized|
|Typical response rate||1%||2-3%*|
How do I get started?
Talk to your Print Tech account executive about your business goals, target market and budget. We’ll develop a plan with you to most effectively message to your prospects.