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Every Door Direct Mail Limitations: Why You Should Use a Targeted Mailing List

December 15, 2021

Filed under: Uncategorized — strategicmarketingdesigns @ 5:05 pm
dart board symbolizing the importance of targeted mailing list over EDDM

You’ve spent a lot of time designing and perfecting your direct mailer. You spend a pretty penny to have the postcard mailed out to a potential customer base, and you hope that those who look at it will contact your business and lead to conversions. However, unless you’ve taken advantage of a targeted mailing list, your marketing money could be wasted. In this post, you’ll learn about EDDM marketing, its limitations, and why you should consider using a targeted mailing list.

What Is EDDM?

EDDM stands for Every Door Direct Mail. As the name implies, it is a marketing approach that delivers direct mail to every address along a carrier route, which is a smaller breakdown of an area code. Many who are new to direct mail marketing think that this is how direct mail is always handled, but the truth is that EDDM is just one method of reaching prospective customers.

What EDDM Can Do

If you choose to do EDDM marketing, it doesn’t necessarily mean you can’t target your postcard. In fact, you can remove business addresses and PO boxes from your mailing list, which helps you focus on reaching residents. You can also use the postal services EDDM tool to filter targets by median age, income, and household size. Even with these filters, however, some mailers are bound to miss the mark and reach an audience that doesn’t fit your ideal customer.

EDDM marketing can be useful for some businesses, particularly if your product or service is applicable to everyone. Also, if you are focused primarily on getting your direct mailer in front of customers from a particular geographic area, this option could work. However, it’s important to understand the limitations of this approach.

What EDDM Can’t Do

Not all residences are the same. Some are apartments, mobile homes, or seasonal homes. You may not wish to spend your marketing budget sending direct mailers to the kinds of addresses that yield little to no response. Unfortunately, EDDM marketing doesn’t enable you to exclude these kinds of residences.

Why You Should Have a Targeted Mailing List

When you utilize a more specific targeted mailing list, you can aim your communication to ideal customers with pinpoint precision. With targeting, you can identify recipients based on their age, home value, occupation, gender, ethnicity, exact income level, and net worth, just to name a few. In other words, you can take advantage of every dollar you spend on marketing by reaching only those you want to attract. This can help you enjoy a higher return on your investment. This approach is called saturation marketing.

Although EDDM marketing may seem more affordable at first glance, you need to realize that your budget goes to waste when the direct mailer doesn’t go to your target audience.

About Strategic Marketing Solutions

Instead of EDDM marketing, Strategic Marketing Solutions most often recommends saturation marketing when distributing direct mailers. We offer services starting from the designing stage to creating targeted mailing lists to actually sending out the mailers. We specialize in working with small businesses, which means we are used to target very specific recipients. If you would like to see how we can help you reach your desired audience, you can contact Strategic Marketing Solutions online here.

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