January 19, 2021 - Posted by Just Press Print to Marketing Ideas for Businesses
The Doorway to Efficient Mailing
If you’re looking to grow your Rochester, NY business in 2021, direct mail service has stood the test of time. Just ten years ago businesses in the United States were gifted with a program that could promote their businesses in a way that would bring faster and more effective results. In March 2011, the United States Postal Service launched the every door direct mail program. This program is designed to help enterprises promote their businesses by adopting online infrastructure.
With people spending more time at home during the pandemic, Every Door Direct Mail® is more powerful than ever. If you’re looking for a way to cut marketing costs while reaching a wide audience, this method might be the right option for you!
How Does Every Door Direct Mail Service program work?
Every Door Direct Mail service allows business owners to map out a target location by entering an address and Zip code. Along with location you can choose a delivery route and select a mailing drop off date. The program then calculates the fees depending on the number of pieces being dropped off and can be paid online.
Step 1. Create a direct mail marketing campaign goal
Creating a goal on what you want to gain from a direct mail marketing campaign is essential. In many cases the end goal is to, generate more leads, or promote a sale, or test a new local market.
Step 2. Design your mail pieces and have them printed
Developing your mail pieces is very important when using Every Door Direct Mail. The USPS has size requirements that allow them to process your EDDM order quickly. There are limits to the sizes of the different mail pieces that can be sent using this mailing program.
Your mail-piece must be taller than 6.125” or longer than 11.5” and smaller than 12”x15”. The most effective way is to first go to the USPS to review its specific guidelines.
Once you have created the artwork for your campaign you will need to have them printed. When choosing a printer consider using a Rochester printer that is a EDDM Provider. Also, speaking with one of their print specialists is a good idea to make sure that EDDM is the right solution for your goal.
Step 3. Choose your mail routes
Before choosing your mail, routes do your research. The USPS’s EDDM Mail Carrier Route Map is a powerful tool to help you choose the best carrier routes for your marketing goals.
A few points to note:
- EDDM may not be ideal for B2B marketing; you can choose a mail route with consumers and businesses, but you cannot choose a route with only businesses.
- You can target mail recipients by age, income, or household size, but nothing further.
- On average, mailing time from drop-off to delivery at consumer’s households is seven to 14 days.
- EDDM is designed for flat pieces of mail; think postcards, fliers, menus, brochures, or newsletters.
- You can send up to 5,000 mail pieces per post office per day.
Every Door Direct Mail Service Costs
The cost of service differs with the type of EDDM method. For example, EDDM BMEU USPS Marketing Mail Flats currently as low as $0.164 per piece. EDDM Retail® USPS Marketing Flats currently $0.191 per piece. However, to get an accurate comparison between the cost of using EDDM marketing and the cost of directing marketing, it is recommended to quote both campaigns to get the different costs.
EDDM vs. EDDM RETAIL
Every Door Direct Mail service consists of two categories depending the number of pieces per day and whether you are dropping it off at a local Post Office or Business Mail Entry Unit (BMEU).
If you have less than 5,000 pieces per day, no permit is required, and your pieces can be dropped at the post office in Rochester, NY. Larger mailings will require a permit and different addressing requirements as you can see below.
When submitting pieces, they must be bundled in groups of 50 – 100 and include a facing slip with bundle count and EDDM postage statement. Mailings of more than 5,000 pieces will also need the PVDS Verification Form.
Open the Door to New Business in 2021
EDDM postcards come in all different shapes and sizes - the most popular ones being postcards, newsletters, and restaurant menus. Postcard use is the most adapted by business owners especially when they need to inform clients about their services.
No matter the type of EDDM marketing material used, businesses should be rest assured that the EDDM program will deliver and open some new doors for your sales team!