Maniac Dispatch: Every Door Direct Mail Winners and Losers (By Industry)

Every Door Direct Mail (EDDM) from the United States Postal Service is a new program that allows businesses to send a direct mail piece to every address on a mail carrier’s route for a discounted postage rate. The savings are potentially huge, but the program itself is not right for every business.

The type of mailing you can do with EDDM is known as a saturation mailing, because it hits every home on a route and cannot be targeted like a normal direct mail campaign (except by geographic area). Due to the limited targeting options, this program is not recommended for every industry.

Rather than leave you hanging with an important decision to make, I decided to go through as many industries I could think of and give you a “yay” or “nay” when it comes to using EDDM for your business.

This list is not exhaustive, but hopefully will come close. If I missed your industry, let me know in the comments…

Every Door Direct Mail Industry WINNERS (Go for it!):

• Amusement (Parks and Recreation)
• Auto Repair
• Auto Sales
• Banking
• Car Wash
• Computer Repair
• Dental
• Dry Cleaning
• Fitness (Gyms and Classes)
• Floral
• Food and Beverage (Restaurants and Grocery Stores)
• General Retail
• Home Services (Carpet Cleaning, House Cleaning, Pest Control, Landscaping, Heating & AC and Electricians)
• Insurance (If not targeting homeowners or specific income ranges)
• Legal (Attorneys)
• Medical
• Moving/Storage
• Museum
• Religious (Churches)
• Salons and Spas (If not targeting women or specific incomes)
• Tax Preparation
• Telecommunications and Internet Services

Every Door Direct Mail Industry LOSERS (stick with a targeted mailing list, amigo!):

• Accounting
• Advertising/Marketing
• Car Rental
• Chiropractic
• Consulting (Professional Services)
• Education (Schools and Classes)
• Financial Services
• Investment Banking
• Mortgage (Brokers and Firms)
• Political
• Real Estate (Agents and Firms)
• Software
• Travel (Agents and Accommodations)

Note: If your industry is listed under the LOSER list, this doesn’t not mean Every Door Direct Mail can’t work for you; only that we think you will see greater success if you continue using targeted lists. Conversely, we believe the WINNERS can get the postage savings of EDDM without sacrificing the quality of their results.

For more information about Every Door Direct Mail from the USPS or to request samples, call our marketing consultants at: 800-628-1804 or visit our EDDM webpage.

You’re all winners in my book!
Shaun

Source: http://www.postcardmania.com/wordpress/2012/05/maniac-dispatch-every-door-direct-mail-winners-and-losers-by-industry/

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