Every Door Direct Mail (EDDM) is a service provided by the United States Postal Service (USPS) that allows businesses to send targeted mailings to specific neighborhoods or zip codes. One of the most effective and affordable ways to use EDDM is by creating postcards that grab the attention of potential customers.
Table of Contents
- What is Every Door Direct Mail?
- Why Use Postcards for EDDM?
- Designing an Effective Postcard
- Choosing the Right Template
- Customizing Your Postcard Template
- Printing and Mailing Your Postcards
- Measuring the Success of Your EDDM Campaign
- Tips for a Successful EDDM Campaign
- Conclusion
What is Every Door Direct Mail?
Every Door Direct Mail (EDDM) is a service offered by USPS that allows businesses to send mailings to specific neighborhoods or zip codes without the need for a specific mailing list. Instead of addressing each individual piece of mail, businesses can choose a target area and have their mail delivered to every address within that area.
This service is particularly beneficial for small businesses and local establishments that want to reach potential customers within a specific radius. By using EDDM, businesses can save money on postage and reach a large number of potential customers in a cost-effective manner.
Why Use Postcards for EDDM?
When it comes to EDDM, postcards are one of the most popular and effective formats to use. Here’s why:
1. Eye-catching Design: Postcards provide a visually appealing canvas to showcase your message and grab the attention of the recipient.
2. Concise and Direct: With limited space, postcards force you to be concise and get straight to the point. This is perfect for conveying a specific offer or promotion.
3. Cost-effective: Postcards are affordable to print and mail, making them a budget-friendly option for businesses of all sizes.
4. High Conversion Rates: Due to their direct nature, postcards have been proven to have higher conversion rates compared to other forms of direct mail.
5. Trackable Results: By including a unique promo code or tracking URL on your postcards, you can easily track the success of your EDDM campaign.
Designing an Effective Postcard
When designing your EDDM postcard, it’s important to consider the following elements:
1. Eye-catching Headline: Grab the attention of your audience with a compelling headline that clearly communicates the main benefit or offer.
2. Clear Call-to-Action: Tell your recipients exactly what you want them to do, whether it’s visiting your website, calling a phone number, or visiting your store.
3. Engaging Visuals: Use high-quality images or graphics that relate to your offer and evoke emotions in your audience.
4. Relevant Information: Include key details such as your business name, contact information, and any terms or conditions for the offer.
5. Branding: Ensure that your postcard reflects your brand identity through the use of colors, fonts, and logos.
Choosing the Right Template
There are various templates available online that can serve as a starting point for your EDDM postcard design. When choosing a template, consider the following:
1. Size: USPS has specific size requirements for EDDM postcards, so ensure that the template you choose meets these guidelines.
2. Layout: Look for a template that has a clear and organized layout, allowing you to showcase your message effectively.
3. Customizability: Choose a template that allows you to easily customize the text, images, and colors to match your brand and offer.
4. Compatibility: Ensure that the template is compatible with the design software you are using, whether it’s Adobe Photoshop, Illustrator, or another program.
Customizing Your Postcard Template
Once you have chosen a template, it’s time to customize it to fit your specific offer and branding. Here are a few tips:
1. Add your Logo: Include your business logo prominently on the postcard to increase brand recognition.
2. Personalize the Message: Tailor the text to resonate with your target audience and highlight the benefits they will receive.
3. Use High-quality Images: Replace any generic images in the template with high-quality visuals that align with your offer.
4. Adjust Colors and Fonts: Customize the colors and fonts to match your brand identity and create a cohesive look.
Printing and Mailing Your Postcards
Once you have finalized your postcard design, it’s time to print and mail them. Here’s what you need to do:
1. Choose a Printing Service: Look for a reputable printing service that specializes in EDDM postcards and can handle the volume you require.
2. Prepare the Mailing Bundles: USPS requires you to prepare your postcards in specific bundles based on the target area. Follow their guidelines for bundling and labeling.
3. Pay for Postage: Calculate the total postage cost based on the number of postcards you are mailing and pay for it online or at the post office.
4. Drop off at the Post Office: Take your bundled postcards to the nearest post office and drop them off in the designated EDDM mailing area.
Measuring the Success of Your EDDM Campaign
To determine the success of your EDDM campaign, track the following metrics:
1. Response Rate: Measure the number of responses or inquiries generated from your postcards.
2. Conversion Rate: Calculate the percentage of recipients who took the desired action, such as making a purchase or visiting your website.
3. Return on Investment (ROI): Compare the cost of your EDDM campaign to the revenue generated to determine your ROI.
4. Customer Feedback: Collect feedback from customers who interacted with your postcards to gain insights into their experience and satisfaction.
Tips for a Successful EDDM Campaign
Here are some additional tips to make your EDDM campaign a success:
1. Target the Right Areas: Use demographic data and market research to identify neighborhoods or zip codes that align with your target audience.
2. Test Multiple Designs: Create different variations of your postcard design and test them to see which one performs best.
3. Offer an Irresistible Incentive: Provide a compelling offer or incentive to motivate recipients to take action.
4. Follow Up: Once your postcards are delivered, follow up with additional marketing efforts such as email campaigns or retargeting ads.
Conclusion
Every Door Direct Mail (EDDM) postcards are an effective way to reach a targeted audience and promote your business. By following the tips and guidelines outlined in this article, you can create a compelling postcard design, customize it to fit your brand and offer, and measure the success of your EDDM campaign. Start leveraging the power of EDDM postcards today to boost your marketing efforts and drive more customers to your business.