What is Every Door Direct Mail? More importantly, should I use Every Door Direct Mail (EDDM) to market my business brokerage services? Since Business Intermediary Services specializes in helping business brokers with their marketing, we are asked these questions several times a month. This article is to help folks understand how EDDM works and clear up some confusion.
Every Door Direct Mail has been around for many years. It was initially called carrier route mailing and renamed by the US Postal Service several years ago. Using the new name – Every Door Direct Mail (EDDM) the USPS started advertising the program pretty heavily years ago.
Every Door Direct Mail (EDDM) allows businesses to mail to every home or business within a specific area, zip code or mail carrier route. The piece mailed must meet certain size requires – taller than 6.125 inches or longer than 11.5 inches but cannot be larger than 12 x 15 inches. And, you must send at least 200 pieces of mail to at least one complete carrier route. For example, using the zip code location of your business address, you select that zip code which contains three mail carrier routes totaling 3,050 business and using EDDM from the US Postal Service send a large postcard. The postage per piece – might be around 20 cents each (Postage depends on the size of the marketing piece and does not include design and printing costs). In general, EDDM allows you to send a larger marketing piece for a little less than standard postal rates.
So Every Door Direct Mail sounds like a real deal, right? Well, for some businesses it is a super, great deal but not for all businesses. Businesses that can benefit from EDDM are those that offer a product or service that anyone can use – car repair, restaurants, dry cleaners, dentists, and similar type businesses.
Since EDDM delivers your information to every business, it would seem like a winner for business brokerage marketing. However, it depends. Although EDDM allows for targeting a specific area, it does not allow the targeting of business type or size. So, if your business brokerage practice focuses on all types and sizes of small businesses – EDDM would be a good marketing option to promote your business brokerage services..
However, if your business brokerage practice focuses on businesses within certain industries, it would be better to purchase a targeted mailing list composed of businesses within your target market, industry or size. Mailing a postcard or other direct mail piece to this targeted list will cost more than the low EDDM rate. However, it is a much better deal because every piece mailed is going to a business that meets your target criteria.
Using highly targeted direct mail marketing campaigns can provide an excellent return for your business brokerage marketing dollar. If you are interested in promoting your business brokerage services using direct mail, give us a call we will be happy to answer your questions and help you create a direct mail marketing campaign which will increase business owner interest in your services and provide a great return on investment for your marketing dollars.