Any marketer worth their salt knows a high-quality mailing list is critical to direct-mail postcard marketing success. A great offer alone will not make your postcard marketing campaign successful; rather, you need to be able to get your offer in front of customers who are most likely to buy. Two ways to generate mailing lists are via the Post Office’s EDDM (Every Door Direct Mail) service and by generating your own mailing list according to predefined demographic traits. The following examines the differences between each strategy so you can make an intelligent decision and maximize your postcard marketing return on investment and profits.
We’ll start by tackling the major difference between EDDM and demographically targeted postcards: targeting. When you generate your own mailing list, you can choose recipients based on many different demographics: age, gender, geographic location, income, purchasing habits and more.
EDDM postcards, however, are true to their name in that they’re distributed to every door within a defined area – typically by zip code or city/state. You can choose to send EDDM postcards to residential addresses, commercial addresses or both, but outside of geographic location that’s the extent of your targeting allowance.
With demographically targeted mailing lists, you’re only limited by the number of people who match your target demographics. EDDM mailings are limited to 5,000 pieces per campaign; however, you can launch multiple campaigns to reach a larger audience.
EDDM postcard mailing tends to be marginally cheaper due to lower postage rates, but the additional cost of demographically targeted postage is largely negligible when you consider an expected return. Both types of postcard marketing campaigns are capable of earning excellent response rates, given well-targeted messages and attractive offers.
So, which type of postcard marketing campaign should you launch? Demographically targeted campaigns are best-suited for companies that have selective customers within niche markets. EDDM campaigns are well-suited to businesses whose products and services everyone has a need for, particularly within local markets.
So, a financial adviser who wants to promote its 529 college savings plan might be best off choosing a demographically targeted mailing list so they can send postcards only to those who have young children. A residential HVAC contractor who wants to promote central air units, on the other hand, might be better off sending EDDM postcards to residents who live in its local zip code. Not everyone has a use for college savings, but nearly everyone wants reliable air conditioning.
If you’re considering a postcard marketing campaign, determine what level of targeting you need. If you need to reach a selective audience, a demographically targeted mailing list is your best bet. If you want to reach everyone in your local area, go with EDDM.