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Is EDDM (Every Door Direct Mail) right for your business?


Is EDDM (Every Door Direct Mail) right for your business?


If you’ve heard that EDDM (Every Door Direct Mail) is a great way to promote and grow your business but didn’t know if it was a fit for your business, you’ve come to the right place!  If postage cost is the reason you haven’t been utilizing direct mail, then this article is for you.  The United States Postal Service has all kinds of ways to help you send mail for less.  True, you can go mad trying to understand the post office bureaucracy, but since we’ve already gone there ourselves, we might as well save you the trip.

  Is EDDM right for my business? 

  Blanket-targeting a carrier route is a strong strategy for local businesses with mass consumer appeal and regularly used services.  Churches, landscapers, car washes, fitness studios, repair shops, pizza joints and of course many other businesses fall into this category.  Basically, if most people in a community could use your business, then EDDM is a great way to market your services to that community.  

  EDDM marketing is also good during seasonal events like tax-time, holiday sales and of course, grand openings.  New businesses with small budgets can affordably announce their presence to their immediate neighborhoods and generate store and online traffic.

  Why is EDDM used by so many businesses?

 Simply put, EDDM is one of the least expensive but most impactful methods to surgically target geographical areas with your marketing messages.  Every USPS mail carrier in the country follows an intricate system of delivery routes.  EDDM allows you to choose one or more of those carrier routes and send to every address on it.  Meaning while the mail carrier is already out, he just adds one of your mail pieces at each stop.  It’s a very simple idea, but it saves the guys at the post office a lot of time and manpower.  And those savings get passed on to you.

  As of February 2021, EDDM Postage Rates range between $0.163 and $0.225 a piece.  An authorized nonprofit may even see postage drop to between $0.076 and $0.137.   Contrast that to your First-Class letter stamp ($0.55), or even Bulk Letter Rate ($0.285 Presorted AADC) and the savings are already pretty substantial.  But EDDM also means you’ll be sending flats, which makes the savings even better.  (Bulk Rate Flat Postage: $0.663 Presorted ADC)

  That’s not all.  Since you’re selecting routes instead of addresses, you won’t pay for any address lists.  EDDM even allows you to select routes based on basic demographic data, like average income and age ranges within the selected carrier routes, 

  Alright, I want to do an EDDM!  What now?

  EDDM was designed so that – theoretically – you could prepare the mailing yourself.  But there are a lot of little regulations that can make the process frustrating, and sometimes expensive.  Nobody wants to be stuck with 2000 flats they can’t mail because they missed some little detail.  Many businesses feel it is worth getting a professional mailhouse involved.   

  A print-shop/mailhouse like Freedom Creative Solutions will not only design and print high-quality, USPS regulation compliant pieces, but they’ll maximize your response rate.  As a flat, your EDDM mailer will already have the size advantage when it hits the mailbox.  But with professional graphic design and some strategic marketing tactics to further engage your audience, they’ll get you the highest return on your investment.  And, as a permit-holding mailer, they’ll even get you better postage than if you do it yourself.

  If you want to know more, call Freedom Creative at 336-602-1901.

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