Dominate Neighborhoods with EDDM
Every Door Direct Mail (EDDM) is a USPS program that lets businesses send postcards to every home in a chosen neighborhood without needing a mailing list or a permit. It's a powerful tool for local marketing, offering high visibility and the lowest postage rates available through USPS.
Step 1: Identify Your Target Routes
The strength of EDDM lies in its geographical precision. You can select specific carrier routes, which are the paths a mail carrier takes, based on demographics like average household income, age, and household size. This ensures your message reaches people most likely to spend money at your business.
Step 2: Design for Impact
EDDM postcards are large and can effectively grab attention. Common sizes include the 10x7 PC and the 11x25.5 Bifold. Due to their size, they stand out in the mail. Your design should include:
- A Bold Headline that clearly addresses a customer need or problem.
- A High-Value Offer, such as "50% Off Your First Visit," to entice the reader.
- A Clear Call to Action, like "Scan this QR Code to Book," to prompt an immediate response.
When picking a postcard size, consider your message's complexity. Larger postcards like the 11x25.5 Bifold offer more room for detailed information and vivid visuals, which can be ideal for industries like real estate or events where more context can lead to higher engagement. For simpler messages or offers, a 10x7 PC might suffice, providing cost-effectiveness while maintaining visibility. Consider our detailed design strategies in the article Designing EDDM Effectively.
Also, the choice of color, font, and imagery plays a key role. Bright, contrasting colors can capture attention, while high-quality images convey professionalism. Fonts should be readable and align with your brand identity. Always include contact information and social media links to enhance connectivity with your audience.
Consider the type of paper and finish when designing your EDDM postcards. Options like gloss UV, a shiny coating, or matte coatings can affect your brand's perception. A glossy finish might make colors more vibrant, while a matte finish can convey a more sophisticated look. Choose the finish that best aligns with your brand message.
Step 3: Printing to USPS Standards
The USPS has strict rules for EDDM pieces. They must meet specific thickness requirements and include the correct "Retail Indicia" (the postage box) and "Mailing Label" (the address area). If your postcard is 1mm too thin or the indicia is in the wrong corner, the post office will reject the entire batch. At Super Cheap Cards, we ensure every piece is 100% compliant.
We offer various sizes such as 10x7 PC and 11x25.5 Trifold Brochure, each designed to meet USPS guidelines for EDDM. Our pricing is competitive, starting at about $350 per 1000 units for our 10x7 PC EDDM Postcards. The paper weight typically used is 100lb cardstock, with options for gloss UV or matte coatings, enhancing durability and aesthetic appeal. Explore more options in our range of EDDM Postcards. Understanding each size's specifics can help you choose the best option for your campaign goals.
When planning your budget, consider not just the printing costs but also the potential return on investment. A well-executed EDDM campaign can drive significant foot traffic and conversions, offsetting initial costs.
Consider the environmental impact of your materials too. Opting for recycled paper or sustainable printing processes can appeal to environmentally conscious consumers, potentially increasing engagement.
Step 4: The Mailing Process
Once printed, EDDM pieces must be bundled in groups of 50 or 100 with "facing slips" that identify the route and piece count. These bundles are then delivered to the local post office serving your target zip code. We offer Full Service EDDM, meaning we handle the design, print, bundling, and delivery to the post office for you. Our typical turnaround time is 5-7 business days from final artwork approval. Super Cheap Cards also provides EDDM route selection assistance, ensuring your materials reach the most relevant postal routes for your campaign objectives. Additionally, rush options are available for time-sensitive promotions, with potential for expedited processing at an additional cost, allowing businesses to capitalize on timely opportunities.
It's crucial to consider the timing of your mailings too. Aligning your delivery with specific dates, like before a holiday or a sales event, can enhance response rates. Planning ahead ensures your materials arrive at the optimal time to maximize impact.
For those with limited resources, consider collaborating with local businesses to share mailing costs, expanding reach while managing expenses. This approach can lead to mutually beneficial partnerships and increased local exposure.
Advanced Tips for EDDM Success
Consistency is key. Data shows that a consumer needs to see a brand 5-7 times before they take action. Instead of one massive mailing, consider targeting the same three neighborhoods once a month for a quarter. This builds "mental availability" and trust. Learn more about the Benefits of EDDM Printing on our website.
Successful EDDM campaigns often include attractive offers and clear calls to action. For instance, a restaurant might offer a "Buy One Get One Free" coupon valid for a limited time. Retail stores can highlight seasonal sales, while real estate agents might showcase a new property listing. The key is to repeat your message to build recognition and drive responses over time. Consider integrating seasonal themes or aligning with community events to increase the relevance and urgency of your message.
Case studies show that businesses integrating EDDM with digital marketing strategies, like social media promotion or email campaigns, tend to see higher engagement rates. This multi-channel approach keeps your brand top-of-mind across different platforms, reinforcing your message and encouraging action.
Another advanced strategy is to analyze the results of each campaign. Use unique codes or URLs to track the response rate and refine subsequent campaigns based on data-driven insights. This iterative approach can lead to continual improvements and better ROI over time.
Choosing the Right Postcard Size
| Postcard Size | Benefits | Use Cases |
|---|---|---|
| 10x7 PC | Cost-effective, fits most mailboxes | Retail promotions, restaurant offers |
| 11x25.5 Bifold | Extra space for visuals and text | Real estate listings, event invitations |
| 11x17 Folded Brochure | Great for detailed information | Service menus, product catalogs |
Choosing the right size depends on your message and target audience. Larger postcards like the 11x25.5 Bifold provide ample space for detailed messages and visuals, ideal for complex offers or storytelling. Smaller sizes like 10x7 PC are more suited for straightforward promotions where brevity and cost efficiency are priorities. Evaluate the content to be communicated and select accordingly to ensure maximum impact.
Consider the physical properties of the postcards as well, such as thickness and finish, to ensure they not only catch attention but also withstand the mailing process without damage.
Frequently Asked Questions
What are the most effective postcard sizes for different industries?
For retail promotions, smaller sizes like the 10x7 PC are often sufficient. Real estate and service industries benefit from larger sizes like the 11x25.5 Bifold, which allow for more detailed visuals and descriptions.
How does the cost of EDDM compare to traditional mailing services?
EDDM is more cost-effective due to its lower postage rates and the absence of permit fees. It allows for broad reach without the need for specific mailing lists.
What additional design services does Super Cheap Cards offer for EDDM campaigns?
We provide comprehensive design services, including custom graphic design, layout adjustments, and professional consultation to ensure your EDDM postcard stands out and meets USPS requirements.
Can I target specific demographics within a carrier route?
While EDDM allows selection based on general demographics such as income or age, more granular targeting like specific demographics within a route requires a traditional mailing list.
By using EDDM effectively, you can use the power of direct mail to enhance your local marketing efforts, reaching potential customers with precision and impact.