With traditional direct mail campaigns you need to develop your own mailing list or rent one from a list broker. This method allows you to pin point target your mailing to the demographic most suitable for your offer. As an example if you were selling expensive cars or boats then you would want to mail just to people who could afford the purchase. Renting a targeted demographic list generally gives you a better response because you are trying to pre-qualify people you mail to.
Some offers and mailings are almost universal in nature and don't require a targeted mailing list. The US Postal Service introduced a product called Every Door Direct Mail® (EDDM®) in 2011 to handle these kinds of mailings.
With Every Door Direct Mail® (EDDM®) service from the U.S. Postal Service®, you can get help reaching potential customers in nearby neighborhoods—and you don’t even need to know names or street addresses. Simply identify the delivery routes you want to reach, prepare your mailpieces, drop off your mailpieces with us, and we’ll deliver the printed pieces to the active addresses in your designated area.
EDDM® can be an excellent way to deliver mailpieces for popular, universal products like:
- Pizza and other Restaurants
- Dry Cleaners
- Local Health Clinics
- Schools and Local Government
- Auto Service
There are a number of situations though where EDDM® is not a good way to deliver mail:
- Proximity to a business is irrelevant
- Product or service is specialized
- Personalization is necessary
- Customers have specialized demographics or psychographics
- Communications used for loyalty programs
To achieve the deepest postal discounts and remove restrictions on the maximum number of pieces that can be mailed in a day, use our EDDM BMEU indicia rather than the USPS EDDM Retail indicia
and place the following in the address block area if the length is over 11.5" inches
or the following if the length is between 10.5" and 11.5"
EDDM® has some unique requirements and limitations. To see if this tool is right for you give us a call!