EDDM: The Pros and Cons
Every Door Direct Mail (EDDM) is a U.S. Postal Service program that enables businesses to send mail pieces, with discounted postage, to selected geographic areas or Zip codes of their choosing, anywhere in the country. It was introduced a few years back and, not surprisingly, has both proponents (blanketing is good) and critics (targeting is better).
The EDDM website asserts that you can use its online portal and mapping tool to ‘reach every home, every address, every time,’ without having to know recipients’ names or addresses.
Not bad, right? After all, such ‘saturation’ mailings can be very effective for certain kinds of local, regional or national establishments, such as:
• General retailers
• Professional services
• Healthcare providers and veterinarians
• Restaurants and pizzerias
• Dry cleaners and nail salons
• Churches and non-profits
These and other kinds of businesses could use EDDM to: promote special sales or events; announce a grand opening; or distribute coupons or discounted offers. And today, many do.
One reason is because EDDM’s potential returns mimic those of traditional direct mail initiatives—more leads, more traffic, more revenue—that is, with ONE big exception: potentially higher print costs and mail waste, due to the inability to precisely target a specific audience.
Compared with a traditional targeted campaign, where you select and use a more appropriate mailing list, EDDM is often less efficient. Because, true to its claim, EDDM requires you to mail to every household on your chosen carrier routes, even vacant properties, and even those who have no interest whatsoever in buying what you are selling.
But, when your message needs to be made to a mass audience and targeting isn’t part of your overall marketing strategy, then EDDM may be the way to go.