Why Use EDDM?

Not everyone gets online and/or surfs around the internet for generic information. As a local business owner, it can be beneficial to rank high in the search engines so that people can go to your website, but does that necessarily mean they will become a new client or customer for your business? You could pay for ad campaigns online that drive targeted traffic to your website, but have those visitors gotten off the computer to come see you? Online ad campaigns can be tweaked to give a good Return on Investment (ROI), but how much money do you lose before you find the campaign that is profitable for you? And even then, how much are you paying per active lead?

Not everyone listens to the radio; in fact, many of those who actually do are not usually interested in listening to commercials. They turn on the radio to be entertained, and advertising is usually not entertaining. Many will change the station to find something else while they wait for the commercial to end. This is why the ‘commercial-free’ promos can be quite popular for a given radio station.

Not everyone reads the paper; many subscribe only to get the coupons while others either do not read it at all or will view it online. Newspapers are one form of print media that can’t always compete with their online counterparts.
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Why EDDM Will Not Work For You

The Every Door Direct Mailing system that the USPS has established can have it’s pitfalls; it can arguably be more beneficial to some businesses over another, but most of the arguments against the system come down to your Return on Investment (ROI) and are based on you doing a complete mailing yourself. The EDDM postage expense was raised from .142c per mailing to .145c per mailing which is cheaper than targeted mail postage, but the downfall is that you have to send the mail to every household in a given postal route rather than certain households. In other words, if your actual target audience is mixed among different postal routes, you could be sending your message to a lot more non-targeted leads than you would if you did a targeted mail campaign. This could mean more money spent on a less targeted campaign.

The problem, though, is in the way you go about setting up your EDDM campaign.
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Every Door Direct Mail: What is it?

Every Door Direct Mail

Every door means every door!

Every Door Direct Mail [EDDM] is a relatively new service offered by the US Postal System to provide businesses with a way to reach their local community without the bloated costs of targeted lists and postage. At 14.5c per card, businesses can mail flats, brochures, and menus to their local community.

How Does it Work?

Every Door Direct Mail allows you to specify certain mailing routes that you want your mailer distributed to so that you can send your coupon, offer, ad, or menu to every household and business within a given radius of your business. You are free to elminate routes that you don’t feel would be a good fit with your campaign as well.
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