There is much more to Every Door Direct Mail or EDDM than meets the eye. Although the program does offer an easier way to reach more people without some of the restrictions that were in place before, there are also some details that are worth considering before you launch your first EDDM campaign.
For a small to medium size business who is looking for a simple and straightforward approach for reaching as many potential clients as possible, the idea of having a mailer delivered to every address on a USPS carrier route can seem like a dream come true. However, there are some things you should avoid doing if you hope to make your next EDDM campaign a success. Here are 5:
1. Blending In
This has always been something to avoid when it comes to any type of direct mail marketing effort. Knowing that your mailer will reach many more households than before should definitely motivate you to find a way to avoid blending in with the rest of the mail. To avoid blending in, be sure you have a clear message and a sharp design.
2. Too Vague vs. Too Specific
There is a balance that must be struck between being too vague with your message, leaving your audience unsure about who you are and what you are offer, and being too specific, using terminology and jargon that only a few people will understand. Finding that sweet spot in between can be more of a challenge than you might think, but it is also worth the effort. Find a message that is informative enough, but not an info-dump.
3. Skipping Research
Another mistake to avoid when it comes to EDDM is to jump right into the process without taking some time to do some research on what lists you should use. You can actually learn quite a bit by reviewing the different lists and coverage areas that are available. This is especially valuable if you have not yet identified your marketing targets yet.
4. Not Knowing Your Audience’s Worth
If you are unsure about who you are marketing to and what their potential value is to your business, you may be throwing money away on EDDM marketing. Know the value of your customer so you can decide whether the printing and mailing costs are worth it. Make sure you know what your best customer looks like.
5. Passing on Professional Advice
There’s a reason why companies, such as Printing Solutions, has a proven track record of effective and profitable direct mail marketing. Don’t make the mistake of going it alone on your first EDDM campaign. Look for input from the pros who have the experience and knowledge that can make all the difference.
Before you send your next direct mailer or EDDM, call Printing Solutions at 480-596-6300.