The USPS Every Door Direct Mail program has been a great boon to direct mailers looking to focus on specific geographic areas very inexpensively. But the trade-off for the lower postage rate has been inability to include names or sort by demographic categories. You purchase addresses by carrier route, but otherwise the mail is undifferentiated — including by name.
The program was screaming for demographic overlays, and overlays have been made available by individual service providers, but now the USPS is offering limited demographic overlays at no charge as part of the program.
Starting this fall, EDDM now offers the following demographic overlays at no additional charge to the mailer:
- Household income
- Home ownership
- Presence of children
The program is called HeatMap ROI. It’s not deep demographic segmentation, and names are still not provided as part of the program, but it does allow marketers to better select carrier routes to match the demographic profiles of their target audiences.
So if your clients are producing geographically targeted mailings and have been hesitant to use EDDM because of lack of differentiation by demographic, it’s time to take another look.
Want more information? Check out this video from EDDM.