When it comes to marketing, outreach can be done in a variety of ways. It is important to know when advertising via mail, there are two popular options to choose from: every door direct mail (EDDM) and direct mail.
To understand the difference, we broke it down for you.
EDDM is exactly as it sounds, every door direct mail. This means that the sender chooses a specific mail route to have their flyers/promotions/literature delivered to and every address on that route receives your mail.
Direct mail means that the sender is providing the individual addresses. This does not mean that as a brand you have to find every person on your own that you would like to send your advertisements to. There are places, including HNL Marketing, that can help you narrow down a mailing list you would like to target. For example, if you are selling a product for new homeowners in their late thirties, there is a mailing list available for purchase.
EDDM is less expensive than direct mail. EDDM is eighteen cents per item plus the additional cost of drop shipping. For direct mail, sending an individual postcard is thirty-five cents. Just because EDDM is less expensive, does not mean it is automatically the best option for your business. Consult with us at HNL Marketing and we can help you decide what is the best choice for you.
Frequency is needed for both EDDM and direct mail. This means that you should be repeating mail campaigns. After one mail campaign it is easy to get frustrated when you do not see results right away. The key is persistency. It is essential that you expose your audience to your services / promotions more than once. It has been shown that continual marketing engages consumers and motivates them to work with you.
Benefits of Each:
EDDM is cost effective, has a far reach, and is simple to use. Direct mail can target a specific audience of your choosing.
Both EDDM and direct mail can be beneficial to building your brand awareness and getting consumers in the door.