Lately, we’ve been focusing our articles on personalized direct mail pieces (variable data). As great as variable data printing is, it isn’t always the best answer for all situations.
Let’s say you are opening a new pizza place and you’re hoping to draw in people from the neighborhood. You could obtain a mailing list with names and addresses, and with that information, you could send out personalized pieces. However, another less expensive option is to saturate the neighborhood using a United States Postal Service (USPS) feature called Every Door Direct Mail (EDDM).
What Is Every Door Direct Mail?
Every Door Direct Mail service is an easy, cost-effective way to reach potential customers near your business. Just create your mail pieces however you like, then work with your printer or mail services provider to select postal routes and pay for postage. The USPS will deliver to every household on your chosen routes and because the piece is automatically delivered to every household in those routes, addressing is not needed.
Map Your Delivery Area
Focus on up to a five-mile radius of your business or search for routes by city and state or ZIP Code. You can use demographic data including age range and average household income and size to choose which routes to include.
Send Mailings Big or Small
The Every Door Direct Mail-Retail service is a good option for local businesses sending up to 5,000 mail pieces a day per ZIP Code. For larger mailings, use the Every Door Direct Mail service with a mailing permit. It’s great for announcing store openings, sales, or events.
Focus Marketing Efforts and Cut Costs
With Every Door Direct Mail service, there’s no need to buy addresses or mailing lists. Instead, you can focus your marketing efforts on targeting potential customers within a specific radius of your business.
As always, the quality of the mail piece affects the outcome. Consider using the money saved by not buying a mailing list towards developing a distinctive printed piece advertising a neighborhood pizza party and watch your business grow.