The Least Expensive Direct Mail Program Available, but is this Right for Your Business?
According to BizReport, up to 85% of customers will come from a 5-mile radius from the point of business or event.
With that in mind, Everyone’s Direct Mail Marketing (EDMM) is a way to deliver direct mail to every mailbox in a given area and saturate the businesses and/or residents in surrounding region. This is very similar in comparison to traditional postcard mailings that use an “occupancy” or “current resident” mailing list, that offers no specific demographic choices. With EDMM, there are three (3) general demographics to work with – age, income level and household size, but you cannot be very specific in targeting your audience with this criteria. You select a zip code or a specific postal route, and you “mail” to each and every address in that selected area. Another substantial difference from traditional direct mail marketing is that EDMM is hand-delivered to each individual post office based on the postal routes chosen.
What’s The Benefit?
Cost. Plain and simple. EDMM for as a low as 19.5¢ per piece. That’s less than half the price of Bulk Mail, and less than a third of the price of a First Class stamp. If you’re looking to blanket an area with your advertisement, and you’re not particularly concerned about only delivering to targeted groups, a fifty percent cost savings may suddenly make direct mail an affordable and viable option for you. Also, even the smallest EDMM postcard–with its larger size and having no mailing panel, offers substantial space for you to relay your advertising message or company information.
What’s The Catch?
USPS does have some requirements if you want to take advantage of EDMM. The biggest one is you have to take your mailing to the local post office yourself. This may be difficult if you are covering an area out of towns or even, out of state. Fortunately, USPS does offer shipping options, for an additional cost. However, using an experienced mailing provider will take the headache out of “hand” delivering on your behalf.
There are additional requirements for the size and format for the mail piece, and how the pieces need to be bundled and labeled, when you drop them off. This isn’t as strict as with traditional direct mail marketing, but it can be time consuming.
Is EDMM Right for your Company?
Every business owner would like to cut costs in half. But that doesn’t mean EDMM is right for every business. If your business targets a very specific customer base, EDMM may not be for you. For an example, a lawn or tree trimming service probably wouldn’t want to send to every address in an area if a large percentage of households are apartments or condominiums where the residents aren’t responsible for mowing the lawn or trimming the trees.
However, consumer based businesses that offer special promotions, are particularly well suited for EDMM, such as:
- Auto Mechanics
- Carpet Cleaning
- Car Washes
- Computer Repair
- Dental Offices
- Dry Cleaning
- General Retail
- Lawn Care
- Real Estate
- House Cleaning
- Insurance Agencies
- Pest Control
- Security Services
- Barber Shops, Salons And Spas
- Tax Prep
- Urgent Care
Not every advertising tactic is ideally suited for every business, but there are quality options available, ones that can be customized to meet your marketing needs. Contact 360GS, to explore Everyone’s Direct Mailing Marketing and if it is good choice for you.