A Strata YouTube Channel Original
In one of our recent blogs and its connected YouTube video, we went over the basic ideas behind new mover marketing. Now you may be thinking, what do I do with all this information? The next step is choosing the right new mover campaign partner. It can be overwhelming deciding on a marketing or new mover business that’s right for you to partner with. Luckily, we’ve compiled a list of all the different qualifications you should be looking for in a partner.
What’s New Mover Marketing Again?
As a quick reminder, new mover marketing is a specified, niche marketing tactic that’s designed to reach new residents in your area. It’s focused on bringing in new customers that have recently entered your target market. Why’s it so important – and furthermore, why does it work? It helps your company make a strong first impression at the same time someone is looking for your service.
The Qualities that Make a Good Partner
You don’t want to just choose a random new mover partner or even the first one you stumble upon. It’s important to put thought and consideration into your choice, so that you can make the best decision for your business. Make sure your partner has a bit of background on your company and understands your budget, time, size, and end goals. Remember, what you put into your search is what you’ll get out of it.
What if I Still Don’t Know Where to Start?
While you might have tons of information in front of you, deciphering this information and sifting through it all can be difficult and overwhelming. Here are a few things to do to make your search just a bit easier.
First, figure out the size of your industry, how sales have been, and what goals you want to set. All of this will allow you to pick a business that’s best suited for your type of company. The more information you can collect, the easier it’ll be to compare the strengths and weaknesses of each potential partner.
Additionally, you’ll definitely want to choose a partner that has a focus on lists and good data. This data should include demographics, psychographics, behavioral, and business-to-business firmographic information. The more specific data you can get, the better you’ll be able to target new movers and bring in more loyal customers!
While all this might seem like a lot to tackle, it’ll be worth it in the end when you have successful and effective new mover marketing campaigns.
You now have a baseline of how to choose the right new mover campaign partner for your business, but it doesn’t end there! Be sure to watch the video below, where you’ll hear from Rob, a member of our Strategic Sales Team at Strata. He’ll explain choosing a partner that best represents your business, in a bit more depth. Or, if you’re ready to choose your next new mover campaign partner and think it may be Strata, contact us today.
& Why They Matter
As you may know, new mover marketing is a big segment for Strata and an offering we’re quite proud of. We believe we do it best – not only because of our experience and skill, but because of the multiple channels we use, the data we provide and incorporate, and the digital touches we implement. We’ve had trust in, and have been executing, great new mover campaigns for several years now. It’s no wonder we have an eye on new mover trends that may arise and behaviors within this segment – but we’re not sure anyone predicted or was prepared for the shift in the new mover market that happened at and after the onset of the pandemic. Today, we’re looking at how the new mover market has changed since March of 2020, and the increased need for new mover marketing solutions that it’s caused.
Stats You Need to Know
To get started, we wanted to give you a few recent new mover statistics to take in and think on:
- A fifth of US adults moved or knew someone that did due to the pandemic.
- Over 110,000 people moved away from New York City between February and July of 2020.
- 487% more people moved out of NY in 2020 than in 2019.
- Although there was no “exodus” away from urban areas that some were claiming, people did and do seem to generally be “drifting towards the suburbs”.
- Families have mostly chosen to move to the suburbs, while those living alone have more often chosen to move to metropolitan areas (In the first half of 2021, 7 in every 10 people who moved into urban areas were those living on their own).
- 35% of moves related to Covid-19 happened because of financial hardships.
- 36% of movers in a recent study claimed their reasoning for moving to a new place was because they felt safer there.
- 10% of them indicated that they moved to places with less stringent Covid-19 restrictions.
Overall, the pandemic has shown to accelerate some moving trends that have already been underway – and also create a few new ones. This, of course, has also had an impact on the effectiveness of new mover marketing (marketing specifically targeting new residents in your area).
What’s Causing all the Movement?
There are several reasons people are moving, some of them which we stated in the statistics above – and others that we’ll get into now. First and foremost, a big reason many have moved and are moving is financial stress. Many are moving to less expensive housing and apartment living to cut costs during these financially tough times. Additionally, apartment amenities or “big city” expenses that were previously valuable became almost meaningless during the peak of Covid-19, causing apartment-dwellers to rethink their living expenses.
Due to increases in work-from-home life and more flexible working hours and situations, people are craving more space. Because of this change, many are moving to larger spaces where they can work more comfortably. Additionally, they’re moving to where they truly want to be instead of where they previously “had” to be for their in-office employment.
For some people in different areas around the country and different industries within the workforce, finding employment during the pandemic has been tough, so this has caused some to find employment elsewhere and relocate.
And lastly, throughout the pandemic, the realization or reminder of the importance and need for family support during times of crisis and distress has been prominent – so many have moved and are still moving to be closer to the ones they love.
Overall – no matter where, when, or why they’re moving, people are definitely on the move since the onset of Covid-19.
How These Numbers (And the Causes Behind Them) Make Marketing to New Movers Essential
As you can probably imagine, as people move out of your area, you lose those customers, but as people move in, the opportunity arises for new customers to replace the old. So, more movers mean more new opportunity – but not if a competitor snatches them up by getting to them first and making a good impression.
That’s why it’s so important to be the first to put your brand in front of this niche audience, and to deliver quality marketing that welcomes, attracts, and entices them. New mover marketing programs are made to keep you connected with these new residents on a consistent basis, so that you’re never missing out on a new customer that, if targeted correctly, could become a loyal, repeat one.
Strata’s program, SmartMove, is a robust, multichannel, multi-touch, new mover marketing program that helps you find the right time and place to reach your target audience, right as they move into your surrounding area. We’ll help you reach this audience throughout their customer journey to build brand loyalty and trust and turn them into long-term, devoted customers. Interested in hearing more of our thoughts on the new mover market, or ready to start your first (or next) new mover campaign? Give us a call.
A Strata YouTube Channel Original
New mover marketing is all the rage right now, and for good reason – but getting started can be a bit confusing if you’re new to the game. That’s why in this blog, along with in our most recent YouTube video, we’ll help you achieve a clear understanding of what New Mover Marketing is, and how it could be used for your business. First, we’ll go over how new mover marketing is defined, what a new mover is, and how this marketing technique can be utilized to reach and acquire new customers.
What’s a “New Mover”?
In general, a new mover is someone who’s recently moved to your area, and since they’re new, is looking for a new doctor, dentist, grocery, vet, and more, to establish trust in – and hopefully frequent.
Is New Mover Marketing the Same as Regular Marketing?
In short, no! New mover marketing is a specified, niche tactic that helps you reach new residents in your area while they’re actively establishing new routines and purchasing habits. It’s all about making a strong, quality impression at the same time someone is looking for your services. Different than regular marketing – where you’re mostly informing current customers about new products, services, or promotions, new mover marketing tactics focus solely on bringing in new customers that have just entered your target market.
The Importance of New Mover Marketing
New mover marketing is one of the best ways to gain and retain more customers. If you really think about it, new movers have no customer loyalty to any specific business – yet. They tend to be more receptive and open-minded to marketing campaigns from any business in their new area. They’re also more likely to listen, and are easily attracted to the first business that reaches out to them (so you need to act fast)! Yet, don’t act too fast, because it’s also important to market yourself correctly and effectively. Remember, you typically only get one shot at a first impression, so make sure you present your business the right way.
Let’s quickly go through an example of how exactly a new mover marketing campaign helps you attract new customers. Suppose a new family moves into your town. They’re unfamiliar with what services/businesses are available. Soon after move in, they see a mail campaign for your grocery store in their mailbox. Because they’ll (sooner rather than later) need to go get some groceries, they may be more inclined to visit your store instead of another because you reached out and introduced your store and its services, first. As long as you market yourself correctly, you now have a new, and potentially loyal, customer!
With new mover marketing, the opportunities are endless! Be sure to watch the video, below, to dive a bit deeper. You’ll hear from Strata’s Director of Marketing, Caitlin, as she goes through more specifics. Or, if you’d like to get started on your next new mover marketing campaign and discuss this concept with one of our experts, contact us today.
Laying Out the Pros and Cons
We know it can be a long process to research, find, and decide on a marketing solutions company that achieves your objectives. We also know that the full package – good data, quality design, excellent messaging, great customer service, mailing and fulfillment, and quantifiable results – is the goal, but not always the outcome. Since we get asked about it from time to time, in this blog, we’re going to cover why you may want to choose to work with a marketing company over a CRM services company who also happens to strategize and launch campaigns. Before you make your decision, give this a quick read.
Not Always the “Path of Least Resistance”
First and foremost, although it may appear “easier” to partner with a CRM service to launch your campaigns (because they have access to CRM) – they don’t always have immediate access to other capabilities. For example, they likely don’t have in-house creative design, printing, fulfillment, and mailing, and if they do have some of them – they likely don’t have all of them to execute a turnkey campaign. The main focus of a CRM company is usually just that – customer relationship management. Their key offering is their ability to compile and supply lists – which they may be excellent at doing, but what will they provide in terms of other areas of expertise?
Because of the outsourced services they use (such as those listed above), CRM companies can’t always make campaign changes on the fly. They’re usually unable to print on-demand, have their artist make quick modifications, make last-minute changes to the mailing process, or most importantly, optimize the campaign based on results, midstream.
The Marketing Differentiators
So, what’s the alternative? Partnering with a marketing solutions company that offers expertise in everything from implementation to optimization. Marketing companies are often also connected directly to the list compiler, and even more than that, they’re usually more closely if not directly connected to everything else you’ll need and use during the campaign production process – from strategy to printing. Since many if not all of their services are in-house (including design, print production, fulfillment, and mailing), you can always make changes and improvements mid-stream and at rapid speed. They can simply call on their marketing team of strategists, artists, print production associates, and others to change gears, swiftly improving the efficiency of the program while it’s in progress and effectively increasing campaign ROI.
Additionally, marketing companies focus solely on marketing strategy and production, and the more years of experience under their belts of doing so – the better. Marketing execution is not an add-on to marketing companies. It’s what they do, day in and day out. And the right marketing company will be able to simultaneously execute concurrent campaigns, whether single-touch or many, with corresponding digital to (targeted, specified) customers and prospects. If you’re lucky or do your research, you’ll find a marketing company that also incorporates backend fulfillment, seamless management, granular personalization, and attribution, and will be a team of dedicated experts, creators, innovators, and most importantly, marketers. You get the picture we’re painting. It’s important for a marketer or marketing team to also value and provide quality execution and customer care to every client, and ensure you have the reporting, understanding, and peace of mind you need, with 1:1 attribution, automated data exchange, and a detailed dashboard.
Next time you’re debating, think through this blog first. Do you just need a simple marketing campaign with CRM first, or do you need a multi-touch, well-focused marketing campaign with accurate, up-to-date lists and quality attribution?
What Makes Data Good Data
We always, always appreciate conversations with customers. Especially those that make us think more thoroughly about our services. We’re constantly open to changing and evolving to provide the best offerings possible for loyal and new customers alike. Recently, we’ve had quite a few conversations about data, and have realized that it’s important for us to provide some insight into our somewhat unique data philosophy, specifically as it relates to direct mail. We’re all about the best data – not always (and not usually) the most data.
Our Direct Mail Data Philosophy
Direct mail may not be the cheapest form of marketing – but it’s often one of the most effective. In fact, 61% of customers find direct mail influential in making purchasing decisions. Compared to email’s average lifespan of 17 seconds, direct mail can last 17 days. We could go on and on about why we love direct mail, which is why we made a complete blog with tons of other eye-popping stats.
While direct mail is very effective – it’s only as effective as the data behind it. We believe it’s important to reach the right people, which is not usually all the people, and this can sometimes be puzzling to our customers. Our philosophy? We’re more worried about and interested in the success of your campaign rather than the number of people we send to. Plus, while we appreciate business income, we more highly value long-lasting business relationships built on trust (which primarily comes from a good track-record). In short – quality over quantity, always.
When we pull our data, you’ll notice that compared to others in the industry, we don’t always end up providing as many contacts. This may look and seem like “less”, but it’s really providing you with “more”. We won’t give you more contacts than necessary, we won’t waste your time with leads that are dead on arrival, we won’t waste your money on mail that ends up in the trash, and we will deliver higher ROI. Many others in the industry will provide you with a bigger list, but one with a portion of people who will trash your direct mail – wasting your time and budget. So, next time you see a long list of “prospects”, don’t let it knock your socks off before diving into who those people really are, what they want, and whether or not they’ll actually respond to you, and, more importantly – become a customer.
Why Our Data is Strong
Strata has years of experience as well as many great connections within the industry. Our data compilation process is rigorous, and one that we’ve worked on for years to define and strengthen. To ensure it’s effective and valuable, we continually evaluate our data sources time and again, never assuming they’re “good as they are”. And similar to how open we are to customer feedback, innovation, and change, we’re always open to changing and improving our data sources so that data we provide, again, will actually return ROI.
Interested in working with Strata to get the most out of good data? Contact us.
What We’ve Accomplished & Where We Want to Go
Some time has passed since we last updated you on our Operation Eco journey, so now that we’ve moved to our new Conshohocken office location, we wanted to tell you what we’ve been up to and where we’re going.
Our Conshohocken Move
As you may know, Strata has two locations – one in Plymouth Meeting and one in Conshohocken. Our Plymouth Meeting facility primarily houses our production team and equipment, along with several other production-affiliated employees. Our Conshohocken location, on the other hand, is home to many other Strata team members – from IT and advertising to marketing and campaign coordination. We’re excited to announce that our Conshohocken team has moved, and will now be working out of 1100 East Hector Street (also known as the Spring Mill Campus).
We’re very excited about this new (refurbished) space, as it was chosen due to its excellent atmosphere, room for the company to evolve and expand, natural lighting, clean, modern, and industrial feel, as well as its flexibility and sense of community. We knew we could renovate and add to the space without overusing new resources and materials or conducting a complete redo – which was a primary goal for us. Additionally, it’s right down the road from our original Conshohocken office location and is yet another “small change” for employees with big current and potential impact.
Our Conshohocken Office Eco Choices
To innovate and refresh this new (yet used) space with minimum impact on our environment, we worked with Re:Vision Architecture, a company well-known for “re-visioning and restoring the balance between natural, built, and social environments.” We knew they could help us evolve this office space with environmental care and green consciousness to the best of our ability.
Although as a tenant, we didn’t have control over everything, we were able to use a lot of existing materials and remodel in an environmentally conscientious manner. Here are some of the details…
First and foremost – the building we chose (Spring Mill Campus) was a tire factory from 1912 to 1980 – so it has a ton of history and feels that way. It’s an older building with modernized refurbishing and a unified, community feel across offices and companies. So, all necessary structures and infrastructure were already in place. Reusing versus starting from scratch is the single biggest eco-benefit, as is the case whenever you find a way to reuse.
We were extremely happy with how close it is to public transportation (just a short walk to the train station, for example), as well as many food and coffee places. The building even has food options, like vending machines of various types, right within its walls.
The building’s HVAC system is a geothermal system, which, if you’re unfamiliar, is one of the most efficient HVAC systems out there.
Energy & Air Quality
The space is outfitted with an energy recovery ventilator, which constantly exchanges indoor air with outdoor air, recovering 90% of heat energy. This basically means that while saving energy, we have a lot more outdoor air in our space than in most standard offices.
The office space, in general, has an incredible amount of natural light and exposure to the outdoors, as it’s surrounded by large, tall windows. This ample sunlight reduces our need for lighting fixtures and will help heat the office in the winter. We’ve also installed south-facing shades to reduce glare and summer heat, and ultimately lower our need for air conditioning. These shades are vinyl-free from Mermet’s eco line, with partially natural fabric and highly recycled content. For us, it was imperative that we found non-vinyl shades since vinyl is toxic, can’t be recycled, and offs gases throughout its lifetime. Additionally, according to the DOE, if we manage the usage of these shades, we can reduce heat gain by 77%.
Furthermore, all lighting fixtures are energy efficient LED and occupancy censored. This means that their sensors will detect the presence of people and turn them on and off as needed. Even better? The finial lights in the main cubicle area have daylight sensors – so they dim as the sun goes down.
We chose a drywall product that has a higher level of recycled content than typical drywall. Additionally, the sound insulation within these walls is mineral wool insulation, which is made of 95% recycled content.
Most notably, we made use of the existing polished concrete subfloor in the lobby, lunch area, and back of house, instead of applying another flooring over top – which would have left a larger carbon footprint. The chosen carpet tiles for the rest of the office are by Interface, and are known for their “cradle to cradle” material. This material is highly recycled, and when it’s at the end of its life in our office space, the company will take the tiles back, recycle them, and turn them into new carpeting. Additionally, the tile format stops us from having to replace the entire floor after just a few spills. If needed, we can simply just replace a few tiles.
The glass doors into the various rooms are of reused glass. Not only are they recycled, but they help to further promote the abundance of natural lighting and a connection to each other as well as the outdoors.
We chose to use acoustic ceiling tiles by Armstrong, which feature high amounts of recycled content and environmentally friendly, plant-based binders.
Paints & Coatings
All of the paints and coatings used as finishes within our space are low-VOC. The products are primarily of maple wood and have clear finishes – natural materials that do not emit gases over time.
Appliances & Supplies
All kitchen appliances are energy-star rated appliances, and the sink and dishwasher within the kitchen are low-flow appliances – which means they have around a 1-gallon-per-minute restriction. We also installed the dishwasher to help promote the use of plates and silverware as opposed to paper products and plastic utensils with single-use applications.
Living Our Mission
Lastly, we’re not just placing eco-friendly elements within our space and renovating conscientiously, but living in an eco-friendly manner, as well. We’re promoting the use of plant-based or phosphate-free dish detergents to help reduce the number of phosphates that end up in the environment, especially in our lakes and streams. We’re using silverware, plates, mugs, and other dishware instead of one-time use plastics. We’re also promoting other reuses with the eco-swag we’ve distributed. This swag includes things like beeswax wrap, reusable snack and produce bags, grocery tote bags, and more.
The Plymouth Meeting Office Beginning Changes
We’re excited for the more in-depth Plymouth Meeting renovations to come and appreciate you for keeping up with our eco-efforts. Since we own the Plymouth Meeting space, there are more possibilities for change and impact. We’ll provide exciting updates about this in the near future – but until then, follow us on social media (Instagram, Facebook, and LinkedIn) to keep up with our eco initiative and look out for future blogs.
That Will Interest Your Audience
In a few of our recent blogs, Buzzword Alert: Every Door Direct Mail (EDDM) and The Pros and Cons of EDDM, we gave you insight into what EDDM is, as well as its pros, cons, and alternatives. In this blog, we’re going over the top 5 best EDDM campaign ideas – in the case that you do choose to go the EDDM route as a part of your marketing strategy.
An EDDM Refresh
USPS’ Every Door Direct Mail service is a blanketed mailing approach sent to all of the potential customers near your business (depending on the routes you choose). Utilizing the provided mapping tool, that provides demographic data information based on census reports, you can choose the routes you’d like your mail piece delivered. Additionally, you can schedule this delivery for whenever it makes sense for your business. The mail you send can be self-designed, or you can work with a company like Strata to design it effectively and professionally. Learn more about what EDDM is at this blog, or explore its pros and cons, here.
Now that we’ve given you a refresh on what EDDM is – let’s dive into some effective campaigns to get you the most ROI.
Campaign Idea 1: Generosity
One of the best ways to entice customers is to provide a generous discount or offer. Or, simply giving them a small something that’s free – whether it’s small and attached to your mailer or provided through a sign-up or scheduled meeting – goes a long way.
Nothing gets customers in the door more than coupons, price deductions, and rewards. Give them something to entice them to at least come in and give your business a chance – even if that’s just to get a discount or redeem an offer. It’s quite likely that once they’re in (as long as you provide good products and/or services), they’ll return.
Introducing free giveaways can pique customer interest, making them feel like you care and are willing to give them something for their attention and possible business. Plus, if the giveaway is received via an exchange, once they “sign up” or schedule a meeting, you’ll then have their information for future communication.
Campaign Idea 2: Urgency
Whether we like it or not, humans like to know what’s going on. You know the phrase – curiosity killed the cat. We get “FOMO” – the fear of missing out – more often than we’d like to admit. That’s why using a term like “save-the-date” is so effective. The potential customer will likely read the rest of the card, because they’ll want to know what’s going on in their area. When you create urgency, people feel that they need to be in-the-know and on-the-go. Obviously, you’ll need some sort of “event” to accompany this type of mailer, but it could be something as small and simple as a limited time discount week, days or day, or a grand opening or reopening.
Campaign Idea 3: Playfulness
Entertaining and playful campaigns do really well when it comes to EDDM. This could mean including a scratch off game, or poll to make the mailer interactive and exciting. Interactivity can get the customer’s attention, and maybe even cause them to feel somewhat invested in getting the answers, winning the prizes, or otherwise finding an end result.
Another way to energize your mailer? Maybe it includes some sort of pop-up upon unfolding. Or, try invisible ink, dye cuts, and other unique folds. Any of these options can help you stand out from the pack and bring out energetic playfulness in your potential customers.
Campaign Idea 4: Proximity
A great way to get customers through your doors is to emphasize how easy it is for them to do so. Focus your mailer around the idea of proximity and the ease of locating and entering your business. Be sure to include an easy-to-read map of your location(s), and add in words such as “close by”, “just an order away”, or, “just a few blocks away” if that’s possible and applicable. With this type of campaign, you can also include a limited time offer to compliment the proximity with urgency. For example, “Stop in for $10 off your order of $50, we’re right down the road”.
Campaign Idea 5: Simplicity
We’ve all heard the acronym KISS. A great campaign tactic is to keep it very simple. Most viewers don’t have the time to digest a whole mailer and all of its contents, so limited text and bold blocks of imagery and/or color can go a long way. Simply providing your store name, address, website, and some great photos and blocks of color can create mystery that speaks just as much as content. Maybe limit it to just one good coupon. This kind of mailer can create recognition and brand awareness without overloading the customer with information.
Like we’ve said before, EDDM is not for every company and its marketing strategy – but if you do choose EDDM for your next campaign, make sure you do it strategically and effectively by using one or two of the campaign ideas above. In general, don’t forget that every mailer should at the very least include contact information, a compelling call-to-action, and memorable branding.
Looking for some more in-depth help to get started? Give us a call or shoot us an email.
Is it the Right Option for You?
In a recent blog, we went over what Every Door Direct Mail (EDDM) is, some of its positives and negatives, as well as some alternatives. Today, we’re diving a bit deeper into EDDM’s pros and cons so that, when you’re ready to launch your next direct mail campaign, you’re able to choose wisely.
What is EDDM Again?
Every Door Direct Mail, (better known as “EDDM”) is a blanketed mailing approach sent through USPS to potential customers near your business (aka – all of your “neighbors” nearby). You can use USPS’ provided mapping tool to select a geographic area, while viewing some demographic data based on census reports such as age-range, household size, and income. With this data in mind, you can choose what mail routes you’d like your piece delivered to – and, you guessed it, your mail gets delivered to every door. You can schedule this delivery whenever you’d like, within the parameters of the postal office.
With EDDM, you have the option of either creating the mailer design yourself, or working with a company (like Strata) to create a design that’s effective and professional. And – when using EDDM, you have two options, EDDM Retail and EDDM BMEU.
What’s EDDM Retail?
EDDM Retail is a good option for small businesses, restaurants, realtors, and local political campaigns. With this choice, you can create an account, send 200-5,000 pieces per day, per zip code, and simply drop your mailings off to the post office. You don’t need a permit with this option, and you can easily pay online or at the post office. The cost is currently $0.20 per piece.
What’s EDDM BMEU?
EDDM BMEU, on the other hand, is a good option for larger volume mailings, as there’s no volume limit and you may send to several different zip codes. As you can imagine, it’s slightly more involved than retail. You’ll need to make a Business Customer Gateway account, acquire a bulk mailing permit, and drop off your mailers to a BMEU – a large USPS mail processing center. The current cost for EDDM BMEU can be “as low as $0.168 per piece.”
The Pros of EDDM
Now that you know your EDDM options, we’ll go over the pros and cons. First – the pros. If your marketing budget is low and you’re looking for something that won’t put much of a dent in it, EDDM mailing can be a worthwhile choice. You can avoid high postage rates, generally, and postage discounts are available for most. Additionally, if your mailing is small and you’re not too concerned about a wide geographic area, you can again save on postage by opting for EDDM.
EDDM can work well for general awareness campaigns – such as showcasing a small business’ grand opening, letting people know you’re running for office, hosting a special event at a restaurant, introducing yourself as a realtor…the list goes on. If you want the general public to know about you, EDDM can help you do just that. Just make sure your business and/or brand is apparent by using quality branding and imagery, your logo(s), memorable colors and fonts, and other elements that people will take note of and will recognize if they see them again. If you’re not sure how to do this or what to include, give us a call.
The Cons of EDDM
Although EDDM is a good service that works for a lot of use-cases, it has its downfalls. With EDDM, you’re unable to really target a specified audience based on significant data, such as interests and hobbies, life changes, environment, age, income, and so on. Yes – you can find an area where many of the people meet some of these criteria, but with Every Door Direct Mail – it’s sent to exactly what it sounds like – every door. You don’t have the option to add people in or take people out if they’re in the selected demographic area and on the chosen mail routes. Therefore, you’re likely wasting paper, production, and money on people who have zero interest in your product, service, or event. You could be reaching out to people who fail to check their mail regularly, see your mailer and throw it out immediately, read it over and have no need or interest, or worse, are offended by your offering or service. What do we mean? Here are a few examples of what we liked to call “fail mail”:
- A BBQ restaurant flyer sent to a house of vegans
- A retirement home postcard sent to a couple in their twenties
- A daycare service mailer sent to someone single with no children
- A car dealership flyer sent to an eco-friendly bicyclist
Whether the “potential customer” doesn’t see it, throws it out, doesn’t want it, or is offended by it, the mailer was a waste of time, printing, and money.
On the other hand – maybe your mailer will actually interest most of your audience and you’re sending it to a large target area. Awesome! But – if your EDDM campaign is too large, you risk offsetting postage cost savings with extra production processing. Plus, paper costs right now are higher than normal due to the shortage, which could mean that printing and mailing to every door could cost you more than the response is worth.
Finally, EDDM does not provide the option to truly personalize your mailers. And, if you’ve read any of our other blogs, you know that personalization is a large part of direct mail success. In fact, a personalized CTA has been found to increase conversions by 78.5%. Without including a name, interest, favorite product, specialized offer, or personalized URL and QR code, your response rate is likely to suffer. If the mailer isn’t linked to anything else and doesn’t lead them anywhere personally specific, it’s not nearly as enticing or effective.
Next time you’re looking to send a mailer out to potential customers, fans, voters, guests, and so on, you may want to use EDDM (depending on your budget and needs), but as experts in the industry, we can say that there is often a more targeted strategy, like new mover marketing or multichannel marketing, that may work better. If you’re ready to get started on your next direct mail campaign, we’re here to help. Simply get in touch.
What You Need to Know
In today’s world of marketing, we’re constantly surrounded by buzzwords – both old and new. As we evolve and keep up with the newest technology and trends, these buzzwords evolve as well. Yet, some buzzwords – like “Every Door Direct Mail”, otherwise known as EDDM, have stood the test of time for quite a while. In this blog, we’re breaking down this buzzword, walking you through its positives and negatives, and explaining when your company should or shouldn’t use it.
What is EDDM?
Every Door Direct Mail (better known as EDDM) from USPS is a blanketed mailing approach sent to potential customers near your business. USPS utilizes a mapping tool that holds demographic data based on census reports, such as age-range, household size, and income. Factors like these can help your company choose the routes you’d like to deliver your mail piece(s) to. Additionally, you can schedule that delivery for any time mail gets delivered.
You may create the mailer yourself, but it’s recommended you work with a company (like Strata) to help you design both professionally and effectively. The USPS website states, “Based on your unique business needs, either create an EDDM mailing yourself or get help with any part of the mail design, printing, preparation, and drop-off process using USPS affiliate vendors or find a local printer in the USPS Printer Directory.”
What Does it Cost?
The cost of EDDM varies, but it’s usually a lower cost option for marketing mail (which we’ll go over later on in this blog). You first have to choose between two options, EDDM Retail and EDDM BMEU, which you can read more in-depth about, here. The costs associated with these options are as follows:
- EDDM Retail® USPS Marketing Flats – $0.20 per piece
- EDDM BMEU USPS Marketing Mail Flats – as low as $0.168 per piece
What’s Good About EDDM?
EDDM is a good option to have if your marketing budget is low. It’s also possible to use it as a marketing test-run to see what audience members are most likely to respond to your communication (especially if you don’t have the budget for reporting).
It’s most often used for generalized, non-specific marketing awareness or brand campaigns. If you simply want to get the word out there – to anyone and everyone about your business, EDDM is an option to consider. Using EDDM can help you to avoid high postage rates, as long as you have a smaller print job in one geographic area.
Why Should I Consider Not Using EDDM?
EDDM definitely comes with its trade-offs. With it, you’ll lose the ability to target individuals based on very specified credentials, and won’t have as much leeway when it comes to time-to-market. Additionally, if your EDDM campaign is too large the cost savings you’d get with postage would be practically meaningless due to the increase in production processing. Lastly, EDDM doesn’t give you any options in terms of personalization – which, if you’ve read some of our blogs, you know is important in direct mail campaign effectiveness and ROI.
What are the Alternatives?
Before using EDDM, think through other ways you can get your message across, and who you’re trying to get that message to. Instead of using a blanketed geographic approach, you may want to try a more specified campaign like our SmartMove services (personalized, multi-touch mail that’s sent specifically to new movers). This way, you can better pin-point your audience, and provide a better experience to those who receive your mail.
Or, maybe the best marketing strategy for your company isn’t even mail at all, or is mail that includes a digital touchpoint. A more multichannel campaign could be your answer.
EDDM isn’t for every company and its marketing strategy – but as experts in the industry, we can say that it works for some companies. Yet, there are many times a more targeted strategy, like our new mover marketing options, will work better. Wondering how you can get started on your next direct mail or multichannel campaign? We’re here to help. Simply contact us whenever you’re ready.