Make EDDM Cost Less by Working with Scout
Why does EDDM cost less with Scout?
Summary of EDDM Retail
If you are already looking for pricing, chances are you are familiar with EDDM. If that's the case, feel free to skip this section because we'll use it to summarize what EDDM is, how it's used, and who should (and shouldn't) use it.
If you are new to EDDM and want to gain a more comprehensive understanding, start with this article: Complete Guide to USPS EDDM in 2021.
What is EDDM and how can you use it?
Every Door Direct Mail (EDDM) is a direct mail marketing strategy that allows you to target a wide audience without having to secure individual addresses or a mailing list. This works because instead of targeting individuals or households, you pick specific carrier routes (driving routes of USPS carriers) and your mail will be delivered to every address on that route along with the day's mail.
Since targeting the home level doesn't work, you can't personalize these EDDM postcards or flyers. Instead, you identify a zip code, then pick the mailer routes within that zip that have the highest density of recipients that match your ideal target demographics.
Example: I'm a solar installer so I'm going to find the select routes in [X] zip code that have the most owner occupied homes, highest household income (installation isn't cheap), most credit scores over 650, and the highest number of homes with a pool or largest household size since that would drive up the electricity bill.
Which companies should, and shouldn't, add EDDM to their marketing stack?
We used a solar installer in this example because service businesses typically see great success with EDDM campaigns. Small businesses (or startups) like adding this bulk mailing option to their marketing stack due to the fact it allows them to cast a wide net to potential customers and then evaluate who and where their ideal prospects are. Other industry examples that see particular success with EDDM include:
- Restaurants (flyer coupons)
- Real Estate
- Moving/storage companies
EDDM doesn't make sense if you have a super niche product or service and want to market it to exactly the right person or home. Remember, personalization down the individual recipient isn't an option with any EDDM mailing campaign.
What's the cost?
Now to answer the question that really matters. EDDM is certainly one of the more cost effective advertising campaigns because of the reduced mail preparations and lower postage costs.
That being said, EDDM can become super expensive.
Every marketer will tell you to think about the ROI, but that shouldn't keep you from shopping around and finding the best deal. The two main costs will be printing and shipping. Printing can be one of the main factors that drive up your costs so be sure to do your research.
Feel free to take advantage of both resources!
Other EDDM costs you should be aware are postage permits, facing slips, and of course design. If you don't want to deal with mailing permits check into EDDM BMEU (the "Complete Guide..." article we just referenced covers guidelines around BMEU).
We said printing and shipping, but really your main cost will be your time efficiently putting together a successful campaign. If you want to bootstrap the process and designs, it'll help to check out our article on postcard template designs.
If you rather have experts in your corner every step of the way, Scout can simplify the process by taking care of the design, printing, and delivering of your mailpieces for only $0.25 per mail piece. That's about as competitive as it gets.
Read below for a step-by-step overview of what you could expect by working with us.
3 Steps to Ship EDDM with Scout
1. Find your zip-code.
First, find the zip code that your wish to target. An easy way to do this is by using the USPS EDDM mapping tool. Once you find the zip code, we can match your ideal customer demographic with all of the postal routes and match you with the best ones. If you need help identifying your initial target audience, we have a helpful article for that.
2. Next, reserve your date!
Next, contact us here and let us know what zips you want to use. We will let you know if there are available dates within that zip code. If there are, you will receive a spreadsheet with the dates and number of homes that are available for reservation. After finding what you want, we will schedule the date at least four weeks in advance of mailing.
3. Design your EDDM postcard!
Next, you have to design your postcard. Your design is due one week after reserving your date (or three weeks before mailing). We have a lot of background in this and are happy to help. If you'd like to do it yourself, but want some inspiration flip through this page where we grade real postcards and let you know where they went wrong. Alternatively, you can hire a third party to design your postcard. We are happy to introduce you to our designer here in San Francisco or an overseas designer, too. Please use the dimensions shown in this image to guide your postcard design: Last of all, send your design to Jordan! You are good to go!
Are you ready to make EDDM cost less?
Scout's services help you make EDDM cost less: we can help you design, print, and deliver your direct mail for an all-in-one price of $0.25/postcard.
Just let us know what you are looking for and where. After that, Jordan (our top EDDM expert and Scout's founder) will have an intro meeting with you to gain a clear understanding of your goals and let you know where Scout can help.
Finally, here are a few things to remember:
- Not all zip codes/neighborhoods are available.
- 10k minimum per order.
- Reserve your date 4 weeks in advance.
- Submit your design 1 week after reservation.