Direct mail marketing is one of the most vibrant and effective methods for growing your business. Even in the all-digital age of today where so much time and resources are spent on building an online presence, older marketing methods like direct mail are still going strong and are likely to be viable for a very long time to come. To make things even easier, the USPS has an option that could be a perfect fit for your business marketing: EDDM postcards!
Direct mail campaigns can have issues, especially when it comes to expense and complexity. Identifying exactly who you’re going to send mailers out to and how you get those addresses can be costly and time-consuming.
A Textbook Definition
So what exactly does EDDM stand for? A program developed by the US Postal Service, it’s short for Every Door Direct Mail, and it’s an absolute lifesaver for anyone who wants to market their business in a simple, effective, and, above all, affordable manner. As long as your marketing materials meet the requirements the USPS sets out in their EDDM guidelines, you can gain access to this innovative and cost-effective mailing technique, with EDDM postcards being a favorite of many marketers.
EDDM is unique in that you can avail yourself of these services without having a specific mailing list in mind. This is because EDDM postcards and other marketing materials are distributed to every active address on a chosen carrier’s mail route. This provides you the ability to blanket an entire neighborhood with marketing materials with little to no effort on your part.
Why is Sending EDDM Postcards So Affordable?
EDDM’s biggest draw, besides how simple it is to send out marketing materials without using a mailing list, is its affordability. There are a number of reasons why the US Postal Service charges so comparatively little to deliver EDDM postcards, but perhaps the most telling one is that these marketing materials need to be pre-sorted and packaged before they’re accepted for distribution; this saves Post Office workers time and energy better spent on delivering the mail.
What this means is that it’s your responsibility to handle this before dropping them off at your local post office. This can be a time-consuming process if you have a very large campaign, which is why many marketers choose to use an EDDM provider like a printing company to handle fulfillment and delivery. Regardless of whether you bundle these marketing materials yourself or if it’s part of the services offered by your provider, it’s certainly a small price to pay for access to this type of direct mail.
When Sending EDDM Postcards is Perfect — And When It’s Not
Sending EDDM postcards or other types of mailers is often the perfect solution for your direct marketing needs. In instances where you want to blanket a specific neighborhood with your marketing materials without having to muck about with specific targeting or having to source a mailing list, EDDM is ideal — especially so if the entire region you’re targeting lies within your chosen demographic.
Yet EDDM isn’t perfect. It’s not necessarily as customizable as other types of direct mail. An example of this is how you can’t use it for direct-to-business mailing; EDDM has no commercial-only delivery option, as delivery is either residential or a combination of residential and commercial. Also, if time is of the essence, EDDM delivery’s 7-to-14-day delivery cycle may not be appropriate for your needs.
Post Office Requirements for EDDM Marketing
In addition to needing EDDM materials pre-sorted and packaged before being dropped off for delivery, the Post Office has a few other requirements if you want to avail yourself of this specific mailing method.
First, EDDM requires you to use flat mailers, which is why postcards are such an ideal choice. Minimum dimensions are either 11.5 inches long, 6.125 inches wide, or 0.25 inches thick, and maximum dimensions include being 15 inches long, 12 inches high, or 0.75 inches thick. You don’t have to satisfy all of these requirements — as long as you meet one of them, your mailer will pass the test.
Finally, there’s the matter of address application. EDDM mailers don’t need a specific orientation when it comes to addresses — you can have them applied in parallel to the short side or to the long side. However, an address label does need to be located on the piece’s top half.
The Two Flavors of EDDM
Every Door Direct Mail comes in two specific flavors. There’s EDDM Retail, in which the responsibility for preparing your mailers falls to you personally, and there’s also EDDM BMEU, or Business Mail Entry Unit, which is when you have a third party prepare and submit your EDDM materials to the Post Office on your behalf.
EDDM Retail is most suitable for smaller marketing campaigns. This is because batches of EDDM mailers need to be bundled specifically for the mail carrier route they’re on; if you have a large campaign that spans several different neighborhoods or routes, you will need to submit a pre-prepared batch to every different post office that services those routes. With BDEU, however, you don’t have to handle this, as your fulfillment provider handles all the paperwork and deliveries for you.
EDDM BDEU and You — Finding the Best Fulfillment Provider
As referenced above, if you have a relatively modest or centralized EDDM campaign, you can safely drop off your marketing materials at one post office. However, the easiest and most convenient way to initiate a larger EDDM campaign is likely going to be through partnering with a company that provides Business Mail Entry Unit fulfillment.
In many cases, your printing provider can act as a fulfillment resource. Many print studios offer full-service capabilities ranging from layout and design through the printing process to packaging and delivery, which takes much of the strain off of you when it comes to marketing campaign management. Be sure to ask ahead of time if your printing provider has experience in fulfilling BDEU print orders before committing to a print run, though, if you don’t want to be in for an unpleasant surprise!
Choose Las Vegas Color Graphics For Your EDDM Needs
Here at Color Graphics, we’ve been Las Vegas’ premier print provider for more than 35 years. We’ve got the skills and experience to help you plan and implement your next direct mail marketing campaign, and that includes preparing EDDM postcards or other materials for delivery.
But we are so much more than that. Our talented graphic designers will not only ensure your mailing materials are in compliance with USPS guidelines but are attractive and effective in getting your message across to prospective customers. You can rely on us to handle every aspect of the process, so contact us today to learn how we can make your next EDDM campaign a massive success!