Did you know that earlier this year the USPS released a brand new discounted bulk mail program called Every Door Direct Mail? While this program has opened the door to cost effective marketing for many businesses, it’s also created confusion about the different types of bulk mail discounts available in the US.
In response to the landslide of questions that I’ve received about this, I’ve created a side by side comparison of Every Door Direct Mail (EDDM) and traditional bulk mail. By explaining the features and benefits of each program, you’ll know which option makes the most sense based on your organizations’ marketing goals.
Who is your target audience? When determining which program is best for you, this is almost certainly the first question you’ll want to consider. If you’re planning to use direct mail to market to existing customers, donors or constituents then you’ll want to stick with traditional direct mail.
Is your target audience defined by geography? If you answer “yes” to this question then Every Door Direct Mail is most likely the best option for you. In fact, if you’re trying to reach prospects in a particular community or neighborhood, then EDDM may well be exactly what you need.
Are you targeting demographics other than geography? If you’re targeting an audience based on their hobbies, interests, political beliefs, religion or medical ailments then you’ll want to stick with traditional direct mail. In fact, you’ll probably want to evaluate acquiring a lifestyle mailing list. Every Door Direct Mail is limited to targeting prospects strictly by geography.
Are you interested in targeting businesses only? You’ll need to use traditional direct mail if you want to reach businesses only. Every Door Direct Mail allows you to select residents only, or businesses and residents. With EDDM, there is no option to market to businesses only. You’ll want to consider purchasing a quality Business Mailing List if businesses are truly your target market.
Is EDDM a viable option for nonprofits? Yes, nonprofits can take advantage of EDDM too; there is no additional discount for nonprofits that use EDDM however.
Surprisingly, nonprofit postage is typically about a penny more apiece than EDDM. For nonprofits marketing a fundraiser or event that’s taking place in a particular community, EDDM may be a cost-effective option.
Since EDDM pieces are not addressed, it wouldn’t be an appropriate option for a fundraising campaign sent to existing donors.
What are the costs associated with each type of program? With Every Door Direct Mail, postage is exceptionally low at just 17.6 cents apiece. There’s no need to have a mailing permit with EDDM, and your mail pieces do not need to be addressed.
With traditional direct mail, automated presort standard postage hovers somewhere around 25 cents apiece. Your bulk mail will need to be addressed and presorted. If you don’t have your own mailing list, you’ll need to purchase a mailing list. You’ll need to purchase a bulk mailing permit or work with a bulk mail professional like me who has a permit that you can use for free.
PLEASE take the costs with a grain of salt. MarketingSherpa.com estimates that it costs five to seven times more to acquire a new customer than it does to sell more to an existing customer. It’s easy to dismiss traditional direct mail because of higher associated costs, but it may in fact be a more profitable investment for your organization.
What’s the size of your mail piece? Size is a very important consideration. Currently, Every Door Direct Mail pieces must be “flat” sized which means that they need to be larger than 6″ x 11″, but smaller than 12″ x 15″. This means that postcards and standard “letter” sized envelopes will not qualify. It’s critical that you understand this before designing your mail piece.
In fact, if after reading this, you’re seriously considering Every Door Direct Mail, then please be sure to take a look at my recent post, New Business Mail Option: Every Door Direct Mail, so that you understand all details associated with EDDM.
The USPS now offers viable, cost-effective options for marketing to both existing customers and for attracting new ones; it’s now easier than ever to bulk mail. If you’re looking for a simple way to market to a targeted audience then it’s probably time for you to take another look at direct mail marketing.
Like what you’re reading? Have you signed up for my weekly enews yet or are you following my blog’s rss feed?
Which type of direct mail marketing works best for your organization? Please share your comments below.
The post What’s The Best Bulk Mail Marketing Option For Me? appeared first on The Direct Mail Man.