Milwaukee every door direct mailThe Mailing Corner

Direct mail is up over 40% since 2007, due to electronic marketing is not getting the results it once did. With this upswing many clients are trying to figure out if traditional direct mail versus the “newer” Every Door Direct Mail (EDDM) program from the US Postal Service is a good solution for their organization. The USPS has been aggressively pointing out the that postage is only $0.175 per piece but they fail to mention the overall project.

The EDDM program has some specific requirements that must be met which include: the size of the marketing piece, thickness of paper, bundling requirements, etc. The biggest difference between traditional direct mail and EDDM is you are saturating a particular zip code(s) versus with traditional direct mail; you can either do saturation, use a targeted demographic list or use your own mailing list.

On the financial side as a general rule of thumb when you include everything there is approximately 10 cent per piece cost advantage for the EDDM program. We have seen some clients lose this cost savings by printing pieces (with a different printer) on unnecessarily expensive card stock, creating a marketing piece size that is not cost effective to produce, and when doing mailings in multiple zip codes (with EDDM you must deliver each mailing to the appropriate zip code location).

An EDDM mailing can be a good solution for a restaurant, plumber, etc…basically the mailing must appeal to everyone in a zip code area. Traditional direct mail is the best solution for the client that needs a targeted demographic mailing or has their own list.

The best suggestion is to talk to an expert in direct mail (like the professionals at EBA) and let them do the cost benefit analysis for you.

Great customer service, friendly, easy to work with. The quality of the work is excellent. I recommend EBA Printing all the time.

Moshe R., Mequon, WI

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