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.
Why They’re Not (at All) the Same
Sometimes direct mail gets a bad rep. Why? Because it’s commonly mistaken for junk mail. But other than being mail, these two have nothing in common. Direct mail only falls into the category of junk mail when it’s poorly executed. When done right, direct mail targets, entices, and benefits a specific customer. Someone, who through market research, is most likely in need of your product or service. It’s designed with purpose in mind, is backed by research and data, drives audiences with calls-to-action, and is highly customized and personalized. Take a quick read to further understand how direct mail differs from junk – and why it should be a key part of your company’s marketing strategy.
Direct Mail Starts with a Good List
The biggest difference between direct mail and junk mail is a good list. A list that’s backed by data, and one that targets the right people – not just any people. Before making an effective, comprehensive or specified list, first review the mailing lists you currently have. Who are you sending mail to? Who have you sent to in the past? Are they the right audience(s)? Are there more audiences (or more specific audiences) you should be targeting?
A wrong list will fail to target those who’d be interested in buying from you, and will often also target those who’d have no interest at all (cough, cough – junk mail). For example, sending “get 10% off your first order with us” to a loyal customer, or even worse, trying to sell meat to a vegetarian. Junk mail goes to anyone and everyone, and often with irrelevant and impersonal information. Plus, it’s often a waste of money, as many of those unspecified and uninterested customers will throw your mail out without a second thought.
In contrast, direct mail is sent to people in data-driven lists, and with messaging that makes sense for their specific customer profiles. Compiling this strategic list makes all the difference in targeting the right customers and catching their attention. Direct mail, unlike junk, is sent to direct people for direct reasons. In fact, 42% of recipients read or scan direct mail that’s relevant to them.
Types of Direct Mail Lists
Direct mail lists come in many forms, so it’s good to take a look at them all before deciding what will work for your company and its marketing needs. Here are the 4 most common ones:
House List: A list you’ve collected on your own time of prospects and customers you’ve made connections with. People on this list are likely to respond, because they’ve already responded to previous offerings.
Response List: A list you’ve put together of people who’ve responded to and reacted to your outreach before. Whether they’ve purchased something or have asked for more information, these people have some level of interest in your offerings.
Compiled List: A list of candidates that went through screener questions and possessed a characteristic or set of characteristics you searched for. These characteristics are fixed, and are most commonly age, gender, location, or income level.Another characteristic could be new movers – those who just moved in and are looking to become loyal customers of your services.
Segmented List: A list curated through a high-tech analysis platform that defines key prospects. This type of list accesses information far beyond age, income, and gender, and gives you the ability to micro-target your market for more extreme results and higher ROI. This type of targeted list also helps you avoid sending to “do-not-mail” contacts.
Direct Mail Has Personally Relevant Messaging
After you decide on a list, the next step is deciding on the right messaging. Direct mail isn’t just about knowing who to send to, but how to speak to them to get them to notice, develop interest, and potentially buy from you. Look into your customers’ buying habits. What entices them? What offerings are they most interested in? And, how can you best reach them? Knowing the proper way to connect with your current and potential customers will help your mailer stand out. Don’t just use a cheesy, typical slogan or generic text. Craft words that highlight who you are, what makes you unique, and why they should use your surfaces or buy your offerings (over others). Make your mailer personal by adding their name, incorporating content that makes sense to their age and other demographics, and including offers applicable to them. Lastly, a clear call-to-action can educate the recipient in how to respond in the most efficient and convenient way possible.
Direct Mail Has Purposeful & Impactful Design
Lastly, once you’ve crafted effective messaging, design your mailer with intentional and engaging visuals. Make sure you’re thinking through the following key design aspects:
Sizing: Think about what size mailer makes sense for your audience, and what will help yours stand out in the mailbox among others. And, in terms of font size – think over what message is most important to get across. Use sizing hierarchy to emphasize words like “free” or “grand opening”.
Layout: Always consider how you want the viewer’s eye to be lead across your mailer. One good technique is the “s-curve” layout – which leads the eye down and across by using imagery on the left and words on right, or a similar variation.
Graphics: Using unique and eye-catching graphics is a great way to make your business stand out from the rest. Be sure to use high quality images as well as consistent branding elements – such as a logo, fonts, colors, and textures. And, go further by using variable images depending on who’s receiving the mailer to make it resonate with the viewer.
Color: Pops of color are also a great way to spice things up – especially when they’re not expected, or to emphasize a call to action. For example, use pops of color on new services, departments, or special offers, or to emphasize a QR code.
Altogether, the key to good mailer design it to ensure it resonates with the customer and emphasizes who you are and the message you’re trying to send. For more help with mailer design, specifically, check out our blog on current direct mail trends.
Now that we’ve gone through what makes direct mail, well, direct – we hope you can see that it is drastically different than unsolicited junk mail. If you’re looking to make a change with your direct mailers or simply want to learn more, contact Strata’s experts.
To Keep an Eye on
As a marketing solutions company with lots of interest in innovation and change – we’re big on knowing what’s trending and what’s to come. 2021 was filled with a ton of new trends, some – because of changing times and innovation – others, because of big events and worldly occurrences. To stay ahead and prepare for the new year, we’ve looked into the top marketing trends – within design, print, and digital, to keep an eye out for in 2022.
2022 Design Trends
Recent movements around the nation, and even the world, have sparked a broader portrayal of diversity and inclusion in visuals. When crafting your marketing, think about how you can show diverse people in a variety of ways – in your photography, graphics, and iconography. And, even more, think about including imagery of people that your target audience(s) can relate to.“The default for people icons and images are no longer white, male, and able-bodied. There is more representation from marginalized groups in marketing visuals.” The more open, inclusive, and inviting your marketing is, the more likely you’ll bring in a diverse range of interested (and trusting) customers.
Bold and bright backgrounds and backgrounds with patterns are on the rise. These types of backgrounds attract attention and stand out from the pack, among otherwise modern – and primarily dull, gray, or white – busy feeds and mailboxes. Try using a brighter, bolder background to stand out among other marketing materials. This tactic can be “quite stunning when paired with more simple typography or other design elements,”but, to make this trend work for you and your brand, “ensure that everything has a place and there’s good eye flow between elements.”
Unique & Fun Typography
The year 2022 will be all about typography that “breaks standards”, such as “one single letter…upside down, bigger or smaller, in a different font, or completely missing.” Forecasters expect “lettering that pushes the bounds of easy legibility, creating forms that are expressive in and of themselves.” This unique and rising design tactic can also make for more internationally understandable text and imagery that can be read from culture to culture.
Authentic, realistic imagery that your audience can connect with is always important – but will be increasingly popular in 2022. People don’t want to see fake stock families and disingenuous product photos. They want to see real. “Even commercial photography is shifting to look more like snapshots for these projects” instead of planned, posed imagery. This tactic may be a little less polished and intentional, but it works, because it’s relatable. “More authentic imagery is not amateurish; it’s just a different style.” Yet, this doesn’t mean taking blurry or “thrown together” photos. It means shooting high-quality photography that’s just a bit more casual and realistic to real, day-to-day life.
2022 Digital Marketing Trends
This will be a big one for 2022, as it’s already been on the rise for quite a few years. Why? People want to connect with, and relate to, real people. And, they want fairly immediate responses from those real people. Customers feel more connected with and trusting of companies that tell their story, as well as the stories of their products. They want to hear and see real life examples of what the product has and does, and what sets it apart.
A recent study found that 41.3% of consumers use conversational marketing tools before making purchases. “Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.”
Read more about customer communication and relatability, here.
This trend isn’t new, and is likely to continue in popularity for the next 5-10 years. It’s no surprise to us (and likely not a surprise to you) that 61% of marketers see video as a “very important or extremely important” part of their marketing strategy. It’s a useful tactic not only because of its visual appeal and high rate of easily digestible content, but because it can be republished on several platforms, and cut and manipulated for repurposing. A recent study recorded that “84% of consumers have been convinced to purchase a product after watching a video.”
To read more on video marketing, click here.
This year, there will be a noticeable marketing shift from “traditional text-based content toward dynamic, engaging content” like quizzes, augmented reality, polls, 360-degree videos, and more. These tools give customers a more memorable connection with both the product and the company, and get them involved with the brand – not just get them to see it. In fact, 91% of customers are interested in seeing more content they can interact with.
First-Party and Zero-Party Data
We’ve talked a bit about this topic before in a fairly recent blog post, and this trend is sure to skyrocket into 2022. This year, “first-party cookies will force marketers to be mindful of the data they collect and how they use it,” primarily because companies can now only use their own collected data. This also means that companies will need to be much more authentic and transparent with their customers. Along with first-party data, zero-party data – data given to a brand or company directly from the consumer, will also be a key focus. Some examples of ways to acquire this data are through surveys, forms, or email.
2022 Print Marketing Trends
Combining Print & Digital
This particular trend – we’re very well-versed in. Combining print and digital can do wonders for your campaigns, meeting your customers with mulitple touches on and offline. A great example of this combination is using a personalized URL and QR code on a printed piece. QR codes on print marketing not only give customers an easy way to get to know your company better, but can be vehicles to get customers to purchase or sign up for a program – immediately. These types of combination tactics are flexible, dynamic, and cater to many differing age groups.
Creative Customer Personalization
Also, a great online or offline tool? Personalization. When your company caters to a specific type of audience, or even specific customers rather than a blanketed group, you’re more likely to meet customer’s needs and turn them into loyal ones. Additionally, personalization can be cost effective. Why’s this? In order to personalize, you can’t target everyone – just the right ones.
Lastly, not a new or surprising trend to us, direct mail will continue to grow in popularity in 2022. “With the content marketing boom and remote working becoming the new normal, many consumers have become ‘numb’ to digital marketing campaigns.” So, if you haven’t, why not give direct mail marketing a go? Trying out this re-emerging marketing trend could bring a ton of new customers to your site, as 70% of people engage with a brand online after receiving their direct mail.
Read more on why direct mail is so impactful, here.
Interested in ramping up your marketing in 2022 using one or more of these solutions? We can help! Contact the experts at Strata, today.