bretthoganxy: Small Businesses Gain Big Business Marketing Savvy With EDDM!

Sunday, 16 September 2012

Small Businesses Gain Big Business Marketing Savvy With EDDM!

Ezine - 09/14/2012

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Every Door Direct Mail (EDDM) is an innovative and highly successful mailing program developed by the US postal service. It has benefits for any size of business but the benefits it offers to a small business are truly outstanding.

There are several benefits. EDDM doesn't rely on mailing lists to get your message to your desired target. So, there is no longer a need to purchase a mailing list. You can target your audience very specifically by zip code or carrier route and then saturate that area with your advertising. This enables you to direct your marketing messages to the prospects that matter the most and protect your turf by concentrating your marketing down to the neighborhood level. As most small businesses (window cleaners, landscapers, dry cleaners, carpet cleaners, and so on) draw their customers usually from within a 2-3 mile radius of their premises, getting exposure and developing a relationship within your local community is very important for repeat business and referrals.

You win on both ends. By targeting you message, EDDM allows you to cut down the waste with each campaign. By not using a mailing list or your own database to get to your target, you don't have to worry about the accuracy or deterioration of the data and your success and exposure rates will be higher. Your budget will stretch further. You can do more advertising for the same money. Each and every one of your mailers now represents a tremendous return on your marketing dollar and a highly effectively sales vehicle for your sales message. Let's talk about the mailing piece too. The regular postcard size is 4.25" x 6". An EDDM flat mailer is 8.5" x 11". So, not only is your mailer more targeted and less expensive, it is more effective because you have more real estate for your selling message and offers. Being around 50% bigger than the rest of the mail in the mailbox helps too. It helps you stand out from the rest of the contents and gains you immediate attention!

Still not convinced? Because this initiative is the brain child of the USPS and has their full backing, they have substantially reduced the per piece mailing charge. Your marketing material can be delivered for just14.5 cents per piece - $145 per '000 instead of $440 per $1000 - a saving of $295 per '000 (around 66% in postage costs alone!).