US Data Corporation Direct Marketing Blog

The Pros and Cons of EDDM5:00 am


By Janet

The Pros and Cons of EDDM

In today’s blog post, we are going to go over the Pros and Cons of Every Door Direct Mail (EDDM). We haven’t written about this subject for quite a while, so I think it’s a great time for a refresher. In case you aren’t already familiar with it, EDDM is a type of direct mail service offered by the United States Postal Service. EDDM allows you to send your mail piece to a small zip code radius without purchasing a mailing list, for a lower postage rate. As with all things, there are pros and cons to EDDM that you should be aware of before heading down the EDDM route.

Pros:

- Easily target your audience based on geographic location – All you have to do is choose the zip codes you want to reach and your mail pieces will go to all the homes and/or businesses within that area.

- No postal permit required – Typically, direct mail campaigns involve purchasing a postal permit, which can cost up to $450 per year. EDDM mailings of up to 5,000 do not require a postal permit.

- No need to purchase a mailing list.

- Lower postage rate compared to targeted direct mail

Cons:

While you can target specific geographic locations, you can’t target audience based on more specific demographics like age, gender and income. You have to mail to every address on the EDDM’s mailing route. A less targeted campaign means fewer people who are actually interested in your business are receiving your material.

- Mail piece size limits – Mail pieces need to meet USPS’s size and weight restrictions. Large postcards, catalogs, lumpy mail, letters, and any unique shapes are not allowed.

- No personalization – One of EDDM’s main benefits is not needing a mailing list. However, it is also one of its main limitations. Since you don’t have names or details of the residents you are marketing to, your personalization options are limited and may result in lost engagement. According to an article on CMO.com, 94% of customers rated printed personalization as “important,” “very important,” or “extremely important.”

- Limit on quantity – You can’t mail more than 5,000 pieces per day. Plus, you have to physically drop off your EDDM at the post office in order to mail them out.. If you are planning on mailing out more than 5,000 pieces, you will have to make multiple trips to the post office, which can be a hassle. With targeted direct mail, you can mail as many as you want all at once.

- To put everything into perspective, EDDM can be a good marketing tool for local businesses that are trying to gain a broader audience and have a limited budget. However, remember that EDDM can only target prospects based on physical location, not on specific demographics like those mentioned above. A select group of business like restaurants and other service-based businesses can profit from EDDM. If you have questions about what direct mail marketing option is best for your business, US Data Corporation would love to consult with you. Give us a call at (888) 578-3282.

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