4 Facts to know about EDDM
4 Facts You Should Know Before Sending an EDDM Mailing
1. More people read postcards than sales letters.
A direct mail study illustrates that more than half of people surveyed found postcards the preferred type of direct mail.
- The United States Postal Service indicates that 98% of delivered mail ends up in the consumer’s house the same day;
- 77% of that mail is sorted and reviewed
- 47% is actually opened.
- Sending a postcard can increase the chance your recipient will see the message since there’s no need to open it.
2. Over-sized mailers receive the best response rates.
- Less is more when it comes to general marketing, but when it comes to EDDM mailings, bigger is better.
- If you want your material to outshine the other mailbox filler, opt for an over-sized postcard.
- According to a study conducted by the Direct Marketing Association, large postcards received a 4.25% response rate.
- Since there is no mailing list to buy, postcards cost little to print, and postage is as little as 18.6 cents per piece.
- EDDM mailings make an inexpensive alternative to traditional marketing options.
- When you calculate the cost per lead for EDDM versus other means, you may find your cost per lead is several dollars less.
4. It takes at least 7 impressions for people to recognize your brand/company.
If you want people to recognize your company, it won’t happen overnight. Experts suggest that it takes at least 7 impressions in an 18-month span for prospects to start remembering your company, but it may take many more impressions to convince them to buy.
- Knowing this, you may want to consider targeting the same mail route multiple times, rather than targeting multiple routes only once or twice.
- In targeting the same route, you can perform testing with different postcards or other pieces to see which ones deliver the best response rate.
- Experiment with color, images, design, and size, and make sure to measure your results.
Overall, EDDM mailing makes a cost-effective solution to target customers in a particular geographic range. But if you want to get the most out of your EDDM campaign, take care to treat your mailing’s appearance with as much regard as the content itself. It could make the difference between being “junk” mail and “just what they needed” mail.