One of the easiest ways for a local business to reach local customers is through the mail. And yet many don’t even know where to begin.
So what is it and why does it matter to you? EDDM as Every Door Direct Mail® is called, is a program available through the U.S. Postal Service®. Without purchasing a list, you have the ability to designate an area, select the delivery route and mailing drop off date, and pay online. Some details to keep in mind:
- You can create mailings up to 30 days before you plan to mail them.
- Select an address, ZIP Code™, or city and state for your target area.
- Submit your mailing at the Post Office™ serving the area you want to reach
- You do not need mailing lists or labels.
- Every Door Direct Mail — Retail® lets you send up to 5,000 postcards a day per ZIP Code without a postage permit, as long as you have the EDDM Retail indicia on your mailer
- Postage is currently just 16 cents per piece
Ways To Use EDDM
You can use EDDM for a variety of direct mail marketing campaigns including:
- Booklets (up to 3.3 oz.)
- Community Updates
- Open House Invites
- Listed/Sold Announcements
- Workshop Invites
We have provided companies that provide EDDM marketing mailing information in our Real Estate Resource Directory here. While they provide this service, it is your responsibility to communicate to them that is what you want. At 16¢ to mail each piece, plus the minimal cost of printing, one listing could produce a decent ROI.
Why Direct Mail?
But you are probably thinking, why would I want to pay for direct mail when I could just send emails? I have two arguments for that question. The first should be pretty obvious by just looking at your mailbox. As digital campaigns have increased, several companies have discontinued their direct mail campaigns. And you are probably receiving less “junk mail”. So direct mail is actually being looked at now and so you stand a better chance of a successful campaign than it has had in the past.
The second argument is based on a study reported on in Harvard Business Review last year, which showed some staggering information. Interestingly enough, the title of the article was “Why Email Marketing Is King”. Yet, the statistics shown in the article show that direct mail has a higher response rate than email.
So as you explore different marketing programs, it might be wise to revisit direct mail marketing. It does seem to have its benefits.
EDDM Reference Information
NOTE: This article is for information purposes only, and agents/brokers are advised to ensure compliance with all legal and industry guidelines.