Three Reasons to Consider Every Door Direct Mail

By | December 2, 2011

When you think about the U. S. Post Office’s new Every Door Direct Mail (EDDM) program, you might not think digital print. After all, this program, while offering postal rates as low as 14.2 cents per piece, appears to go against everything we like about digital. It’s nameless, addressless (at least to the sender), and static. Isn’t that what we’re trying to get away from?

Here are three reasons digital print shops should absolutely consider EDDM for their clients:

1. EDDM programs are ideal for highly geographically targeted (read “short run”) marketing campaigns. You may not be targeting by demographic, but geography is a target audience, too. Think about store openings, event announcements, and announcements of discounts or sales (as long as they are not too time-sensitive).

2. EDDM can be a springboard for personalization. Sure, the pieces cannot be personalized, but that doesn’t mean that you can’t capture information for later use. Add a weblink or QR code that points to an online survey or form where people can answer questions and give feedback.

3. EDDM flats are over-sized (15” x 12” max; 11.5” x 6.125” min), which will tend to increase response rates. There is more than one way to lift a response rate. Combine the over-sized size requirements with bright colors, unusual shapes and die-cuts, and great creative and you have a great response rate brewing. Isn’t increased response rates — however you get there — what digital is all about?

Every Door Direct Mail offers not just an opportunity for your customers to save on postage, but tremendous opportunity for lead generation, database-building, and creativity in marketing.

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5 thoughts on “Three Reasons to Consider Every Door Direct Mail

  1. Dennis Beck

    Although EDDM has it advantages.A printers/mailer has to consider other factors. First, since the min. size is 11.5 x6,125 the best you can is 2 up on a digital press. You could run 4 up 6 x 9 on 13×19 so your cost double for printing. One must weight the print cost against postage cost. Also, you must physically drop the mail at the PO where the zip is located. Thus if you have a 3 or 4 zips to mail to you will be doing a lot of running around-as against one drop at a central location. In addition EDDM was and is designed for small local businesses-pizza shops,local hairdressers, and the like who draw their business from “around the corner”. I am not so sure that these are the customers who will be interested in unusual shapes and die cuts when the cost of that type of production are known. I think EDDM is great idea but not for the printer/mailer.

  2. Jim Olsen

    Heidi: Great post on how to collect data.

    Excellent and inexpensive way to use QR codes and General URLs.

    I agree.

    Jim

  3. Rob Cullum

    An EDDM mailing can drop into a BMEU. It will cost a little more in postage if the BMEU is not the DDU (for example $0.15-$0.16 instead if $0.141). We did a mailing for a company who needed it delivered 45 miles away from our location and it was cheaper to pay the extra postage at ($0.15) than to drive it 90 mi round trip. Another option is to put the pieces in a USPS flat rate shipping box and send it in to the DDU Postmaster with the paperwork. We find the physical size a little clunky too, and have been designing 6.25″x9″ pieces w/o bleed to fit 4up on 13×19 for both small-offset (13×18) and digital (13×19). Keep in mind only one dimension has to exceed the letter size max to make the mailing a flat. I’ve found our local postal staff very helpful with and receptive to EDDM projects.

  4. Vern Kellie

    hello Heidi, appreciate your article on EDDM, think this is a great opportunity for printers willing to establish the proper sales and manufacturing programs targeted to doing these small business oriented mailers.
    First, let me correct something Mr. Beck mentioned. The minimum size for an EDDM mailer is NOT 11.5×6.125 — The size minimums for EDDM are 11.5″ long OR 6.125″ high — meaning that you can do a 9×6.125 postcard (Our last EDDM mailing was a self-promotional 9×6.25 postcard)….We have now done 7 self-promotional EDDM mailings, and I’d like to point to just a few other advantages…
    1) Concerning your point on targeting Geography…this is a tremendous benefit of EDDM; especially as is our case being in a metro downtown area. Most office buildings today are “secure”, an EDDM mailer specifically targeted to secure office building addresses at least gives me a shot of putting information in front of these local businesses, for example.
    2) As to Mr. Becks point that you need to drop your mail at the local Post Office counter for the zips selected…well, we actually like that too because you don’t have to deal with the post office BU…just drop your mailer like you are mailing a letter..an EDDM mailer is under 5,000 pieces anyway, so you are usually only dealing with one P.O., maybe two. But here’s the main point…since an EDDM mailer is direct carrier drop, these mailers do not pass through a sorting machine…Hallelujah! No machine marking, scratching, etc.
    3) The major point though is COST…you can generally design, print, and mail an EDDM for less than the cost of a first-class stamp…and that’s very attractive to small business operations vying to get there message out in these tough economic times….

  5. eddm

    To expand on point #1 – You can definitely utilize the geographic targeting for demographic purposes too. For example, if you have a payday loan business, it would make sense to target lower income apartments and neighborhood routes. Or if you sold roofing, target neighborhoods built around 20 years ago.

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