Every Door Direct Mail (EDDM) from the USPS is a popular, broad-reaching direct mail option. However, it utilizes an approach that lacks specification for the demographics you may want to target for a more effective ROI. Targeting your perfect audience is essential for every direct mail campaign because you want to reach people who are the most likely to respond to your mailers. Before diving headfirst into EDDM, make sure you understand its limitations to better determine if it fits your organization’s needs.
What is Every Door Direct Mail?
EDDM is a bulk direct mail service provided by the United States Postal Service. EDDM gives you the ability to advertise locally without purchasing a mailing list or permit. It can be an affordable and efficient mailing option when you are trying to reach people in a defined geographic area. Your organization can reach potential members without knowing their address when using EDDM as your mailing choice.
How Does EDDM Work?
You don’t need a mailing list when using EDDM. Your campaign’s mailers are sent out to all addresses on a mail carrier’s route for the geographic region you identify. You have some targeting options, including removing business addresses and P.O. boxes. You have the option of filtering carrier routes by median age, household size, and income. Breaking down these demographics enables you to choose select routes that meet the demographics you are targeting. But EDDM has some notable limitations when it comes to targeting.
EDDM Limitations
Since EDDM focuses on either sending your mailers to everyone in an area, or the median numbers (age, income, etc) in that area, you may find that you either send your mailers to too many people or not enough. As well, focusing on median numbers can result in hitting people who live in that area who fall outside that median range.
For instance, if you choose all carrier routes with a median age range of 25-30 years old, your pieces will reach several people who are outside that age range. For that reason, EDDM isn’t the best choice for organizations offering a product or service that does not apply to everyone.
If you need a mailer delivered quickly, EDDM is not the best option for you, either. The average EDDM turnaround time falls between 7-14 days from the time your mailer arrives at the post office. You should be safe if you order your EDDM printing and mailing 1-2 weeks before you want the piece arriving in mailboxes.
Differences Between EDDM and Saturation Mailing
EDDM is a form of saturation mailing, but it’s more limited than a full-service saturation mailing you can receive from a direct mail company. Just like EDDM, you can filter carrier routes by median age, household size, and income with a full-service saturation mailing. But there are options available with full-service saturation direct mail that aren’t available with EDDM. One example is that you can remove residential addresses, including apartments, drop addresses, seasonal homes, and mobile homes.
Choosing Between EDDM or a Targeted Mailing List
Saturation direct mail options like full-service and USPS’s EDDM are great when you are targeting a broad group of people. But if you have a more specific audience in mind, you may want to choose a targeted mailing list. Targeted mailing lists are composed of prospects or businesses which match the criteria you are looking for in your direct mail campaign. You won’t need to remove any address types like business addresses or P.O. boxes since the mailing list already matches your desired area. For instance, if you want to mail to female professionals between the ages of 45 and 50, you will get a list that contains only people who meet those requirements.
You should consult with a direct mail specialist before picking a mailing option. A direct mail expert, like Valtim, will help you determine the most cost-effective solution for your organization.
Choosing a Mailing List with Valtim
Valtim is a direct mail expert that will work with you in choosing the best service and mailing list to get you the most beneficial results. Usually, a targeted direct mail marketing campaign provides the best results. By using a targeted mailing list, you can reach a particular audience and generate a message that speaks directly to that audience. You can also create greater engagement and response from your prospects by using a targeting list.
Contact Valtim to start your mailing list consultation and see which mailing list option works best for your next project.
