What is EDDM?

Every Door Direct Mail (EDDM), is one of the most popular Direct Mail services that are offered by postal services across the globe. Despite the onslaught that has, over the past few decades, come from Digital Marketing platforms, Direct Mail remains a force to be reckoned with in the world of Marketing. So, what is EDDM and how does it differ from regular Direct Mail?

  • Every Door Direct Mail is, as its name suggests, Direct Mail that is delivered to every door in a particular locality. This fact is crucial to the understanding of EDDM.

How does EDDM Differ from Regular Direct Mail?

  • With regular Direct Mail, you are required to generate a mailing list before embarking on your campaign.  This mailing list is informed by questions surrounding the particular group of people that you wish to reach out to.
  • Regular Direct Mail can be highly targeted, which means that it has a higher chance of generating the kind of interest that you are looking for.
  • This is where Direct Mail has a major advantage when compared to many of the Marketing tools that can be found out there.
  • EDDM, on the other hand, is not as targeted as regular Direct Mail. With Every Door Direct Mail, your message is send out to a particular Geographical area, without bothering with selecting a specific target audience. So, what are the advantages and disadvantages of EDDM?

Advantages of EDDM

  1. EDDM is Less Expensive than Regular Direct Mail

One of the major advantages of Every Door Direct Mail is that it is less expensive than regular Direct Mail. Remember that we have already discussed the fact that Regular Direct Mail is highly targeted? This is what makes it more expensive than EDDM.

  1. You Don’t Have to Spend Money On a Mailing List

One of the things that make EDDM less expensive than regular Direct Mail is the fact that you do not have to spend money on the acquisition of a Mailing list. That is largely because with Every Door Direct Mail, you are literally sending out your marketing material to “every door,” in a given locality. As mentioned in the above point, this approach removes the need to spend money on targeting a particular audience.

  1. It gives your Brand Exposure in a Particular area

Another major EDDM advantage is that it allows you to saturate a particular area with your messages. This gives you maximum exposure in the Geographical area in question. This potential is not available with Direct Mail, which targets a carefully selected group of people.

  1. It Works best for Small and Locally based Businesses

If you are a location based business, then EDDM will work best for you. Small businesses, in particular, can take advantage of EDDM to reach out to their target audiences and to grow their particular markets.

  1. EDDM is Easier to Implement

Another major advantage of EDDM is that it is easier to implement that regular Direct Mail. As mentioned above, you don’t have to bother yourself with finding the right audience for your campaign. Instead, all that you need to do is print out your marketing material, and you can sent it out to your target Geographical area.

Disadvantages of EDDM

Every Door Direct Mail does, however, have several disadvantages;

  1. EDDM is Limited in Reach

The first disadvantage of EDDM is that it limits your brand to a particular Geographic area. This is a major shortfall for those who are looking to grow their businesses beyond particular localities. By contrast, Regular Direct Mail allows you to reach as wide an audience as you desire. With regular Direct Mail, the task of sending out your materials involves the purchasing of a Mailing List that is customized based on such factors as age, educational background and much more.

  1. No Personalization
  • Personalization has, over the past few years, become something of a buzzword within the Marketing community. Its strength is derived to the fact that human beings are much more likely to respond in a positive manner if they are addressed as individuals; and not as part of a large, faceless community.
  • This is where another EDDM disadvantage sets in; it does not give you the ability to personalize your message. This is opposed to regular Direct Mail, where you can include such things as names and other personal details in order to get people to open your packages.
  1. EDDM is Less Successful than Regular Direct Mail

With EDDM, the message and the packaging are both generic. Because you are sending them out to an entire group of people, there is no room for customization. That is one of the major reasons why EDDM is less successful than regular Direct Mail. There is a high likelihood that a large part of your EDDM will be received by people who are not exactly the right candidates for your campaign.

  1. EDDM is not really Direct Mail

Critics of Every Door Direct Mail contend that it is not really Direct Mail, but is just another form of advertising. This stems from the fact that we have just discussed above. EDDM cannot be personalized, which means that the same message is being sent out to all the people in the target Geographical area. What this means is that less people will be bothered to open your packages or read your postcards.

Talk to Your Marketing Stuff for all your EDDM Requirements

One of the best companies that you will find out there that offer Every Day Direct Mail services is Your Marketing Stuff. At YMS, we offer offer our services to real estate agents, cafes, pizza shops, insurance agents and many more groups of people who need to cheaply and efficiently reach out to their target audiences. Talk to us about your EDDM campaign and we will set you on the right track. You can also click on the button below to begin designing and ordering. We have available at your disposal the groundbreaking online tools that you can use to create your EDDM materials.

1 Comment

  1. […] have previously written an article in which we talk about the advantages and disadvantages of running an EDDM campaign. All that we can say here is that with EDDM, your marketing materials […]

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