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.