Given the prospect of investing time, money and resources in a direct mail campaign, many advertisers would likely pass and opt for something digital. For many campaigns, passing up on a direct mail campaign can be a costly mistake—especially if that direct mail campaign is an Every Door Direct Mail Campaign (EDDM) through the United States Postal Service.
What makes an EDDM campaign right for your advertising and marketing needs? When should you decline a digital marketing platform for a more traditional one? How can you raise your odds of seeing positive results from an EDDM campaign? Take a look at some of the opportune instances where taking the direct mail route might just be the best thing you can do for your advertising campaign:
When your target audience is geographically based. If you’re marketing to a select audience of people, all confined within a specific geographic area, nothing beats an EDDM campaign. This is an optimal investment for brick and mortar stores and those businesses that are restricted by their location. Being able to “carpet bomb” local area neighborhoods with your advertisement ensures that the people seeing what you have to say are also the people who are most likely to take advantage of it.
When you’re looking for new customers. Email marketing is fine and dandy for reaching out to an audience you already know… but what about those people who don’t know you or your business? Rather than spending countless dollars on pre-compiled customer lists or ramping up your digital marketing to find new customers, why not use a good ‘ol EDDM campaign to make some new friends for your business?
When you have a time-based event. People can go for days or even weeks without checking their inboxes online, but one thing’s for sure: everybody gets their mail on a daily basis. If you’re advertising a limited time offer or have time restrictions on something you’re marketing, you want to make sure that people see that message as soon as possible. EDDM puts your message in the hands of customers when they need to see it, not after the fact or days down the line.
When you want to reach a large audience on a small budget. It’s the age old question of “how can I get the most stuff for the lowest cost?” Generally, you’d end up finding a compromise that either leaves you paying more than you want to or getting less than you desire—with an EDDM campaign, there’s no compromise at all! EDDM campaigns are highly cost effective and cover a huge swatch of geographic area, giving you more for less.
When you’re coordinating campaigns. If you’re a seasoned marketer, you understand the effectiveness of cross platform and multi-level marketing. This means complementing your marketing efforts on every front possible, including physical advertising. Many marketers forget that direct mail is a staple they can rely on and with an EDDM campaign supplementing your email blast, PPC ads, radio spots and more, you’ll reach a wider audience with a more cohesive message.
These are just a few instances where EDDM can improve your business’ marketing efforts. And, with EDDM still just beginning to pique the interest of advertising professionals everywhere, you can stay ahead of the curve. AlphaGraphics is here to assist you as your EDDM marketing professional and we’re more than happy to help you design and deliver your direct mail—whether you’re in a position to capitalize on one of the above situations or you’ve carved out an opportunity of your own that would benefit from direct mail success.