Direct Mail Versus Every Door Direct Mail
DM versus EDDM
Some marketers who have heard about Every Door Direct Mail (EDDM) might be thinking that to canvas an entire neighborhood with a mailing is not very discriminating or “targeted.” This is a very limited view about EDDM, so in today’s blog we’ll consider the differences between traditional direct mail (DM) and EDDM.
Direct mail campaigns are built around data lists that target individuals based on common demographics. The commonalities may be age, buyers of certain products, income, or a lifestyle characteristic. Sometimes a direct mail file is a list of subscribers to a certain publication. In short, the individual records on the file have something in common.
Every Door Direct mail, on the other hand, is based not on individuals but on neighborhoods. The main thing in that the records have in common is that they all reside in the same geographic area. At first glance, there would not seem to be in much in common, but we have to dig further to see the big picture. While my neighbor and I may not have accounts at the same bank or subscribe to the same publications, it is very likely that there are some common predictors. For example, home values and median income are probably predictive; else, we wouldn’t be in the same neighborhood in the first place. Therefore, mailing to entire neighborhoods or routes actually does collapse down to mailing to many of the same types of individuals, because the routes tend to be filled with households of similar demographic characteristics.
So, now that we can see that a neighborhood
list pull can be as targeted and as powerful as an individual direct mail data file, how do you go about selecting routes for EDDM? The USPS website actually makes it very simple. The site prompts you for your business address and upon entering the address, selectable delivery routes will appear.
Further, the site allows use to “fine-tune” the selection by expanding or contracting your mailing radius:
The USPS EDDM Selection tool really is that easy! The info provided is fairly bare-bones – route name and quantity, but Sonic provides an EDDM Map and Demographic Report that shows an actual map and counts for number of single families, multi-families, median income, home values, etc. This data helps substantiate the selection that the USPS tool provides. To see a sample EDDM and Demographic Report from Sonic, follow this link:
Of course, all of the above information only helps to complement your own knowledge of the neighborhood that you are planning to mail to.
In sum, it’s possible to build a very effective direct mail program without having to purchase expensive niche lists and do a lot of time-consuming, expensive market research. As always, if you have any questions, consult the experts at Sonic who tackle these questions every day. They’ll help you get the results you’re looking for!