Direct mail remains a potent marketing tool, offering businesses a tangible way to reach their target audience. Two common strategies in the realm of direct mail are Traditional Direct Mail and Every Door Direct Mail (EDDM). In this comprehensive guide, we’ll delve into the differences between these two strategies, their benefits, and how you can choose the right one for your marketing needs.
Understanding Traditional Direct Mail
Traditional Direct Mail involves sending promotional materials, such as postcards, flyers, or brochures, to a targeted list of recipients. This strategy allows businesses to tailor their message to a specific audience based on factors like demographics, interests, and purchasing behavior.
How Traditional Direct Mail Works
- Targeting: Businesses create a list of recipients based on criteria such as location, age, income, and previous purchase history.
- Design and Printing: Once the list is established, businesses design and print their marketing materials. This step is crucial, as the design and message should resonate with the target audience.
- Mailing: After printing, the materials are mailed to the recipients using postal services. Businesses can choose to send the materials in envelopes or as self-mailers, depending on their budget and goals.
Benefits of Traditional Direct Mail
- Targeted Marketing: Traditional Mailing allows businesses to target a specific audience, increasing the likelihood of engagement and response.
- Personalization: Businesses can personalize their mailings, addressing recipients by name and tailoring the message to their interests.
- Measurable Results: Traditional Mailing campaigns can be easily tracked and measured, allowing businesses to gauge their effectiveness and adjust as needed.
Exploring Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a direct mail strategy offered by the United States Postal Service (USPS) that allows businesses to send mailers to every household in a specific geographic area. Unlike Traditional Mailing, which requires a targeted mailing list, EDDM allows businesses to reach a broader audience within a specified area.
How EDDM Works
- Selecting a Target Area: Businesses choose the geographic area they want to target based on factors such as location, demographics, and household income.
- Designing the Mailer: Once the target area is selected, businesses design their mailer according to USPS guidelines. The mailer must meet certain size and weight requirements set by the USPS.
- Printing and Mailing: After designing the mailer, businesses print the materials and prepare them for mailing. The mailers are then delivered to the USPS, which distributes them to every household in the target area.
Benefits of EDDM
- Cost-Effective: EDDM is often more cost-effective than Traditional Mailing, as it eliminates the need for purchasing a mailing list.
- Wide Reach: EDDM allows businesses to reach every household in a specific area, increasing brand visibility and awareness.
- Simple and Convenient: EDDM is a simple and convenient way to run a direct mail campaign, as it does not require a mailing list or individual address labels.
Choosing the Right Strategy for Your Business
When deciding between Traditional Direct Mail and EDDM, consider the following factors:
- Target Audience: If you have a specific target audience in mind and want to personalize your message, Traditional Direct Mail may be the better option.
- Budget: If you have a limited budget and want to reach a broad audience, EDDM may be more cost-effective.
- Goals: Consider your marketing goals and objectives. If you’re looking to generate leads or drive traffic to your website, Traditional Direct Mail may be more effective.
Both Traditional and Every Door Direct Mail (EDDM) are effective strategies for reaching your target audience and promoting your business. By understanding the differences between these two strategies and considering your budget, goals, and target audience, you can choose the right one for your marketing needs.
