Searching for new ways to reach out to potential leads and turn them into customers? Every business must develop its own unique combination of three common lists to gain an edge over its competitors and effectively reach its audience. EDDM, saturation, or targeted mailing lists are three direct mail marketing strategies that can be a great addition to any direct mail plan.
Despite so much of today’s advertising being digital, direct mail marketing is a very effective way to bring in new potential customers. In fact, direct mail still accounts for the largest portion of U.S. ad spend. Knowing exactly which direct mail marketing strategies are best for your business can help you get even greater results.
In this article, we will go over the 3 main types of direct mail tactics that your business can employ, weighing the pros and cons of each. Equipped with this information, you’ll be better prepared to work with a direct mail agency to get your business in front of valuable new leads.
EDDM vs. Saturation vs. Targeted: What’s the Difference?
First, let’s start with the difference between EDDM and saturation mailing lists. These two options are often confused with each other, but there are some key differences between them. EDDM (Every Door Direct Mail) is a program designed by the USPS as an easy and cost-effective way to get a business’ ads to customers without the need for a mailing list (as no direct addresses are listed).
Saturation mailing is a very similar program to EDDM, but it does require a mailing list, and addresses are included on the mailed advertisements.
The third option, targeted mailing, is far more personalized. Rather than sending mailers to everyone in a specified area, this method uses specific criteria to send advertisements to the addresses of qualified leads.
With so many options available, it can be difficult to know which direct mail marketing strategy is best for your business. Next, we’ll go into more detail about each service and discuss the advantages and disadvantages of using one method over another. Ultimately, direct mail marketing experts can provide you with all the information you need to help you choose the best option.
EDDM (Every Door Direct Mail)
EDDM is an efficient way to distribute your business’ advertisements to every mailing address within a specific region. Since these advertisements don’t require a name or address, they save you the trouble of purchasing mailing lists.
There are many pros to using EDDM, but the most important may be that it is one of the more cost-effective options. Since the post office doesn’t have to do any special handling or preparation, and the program follows a carrier’s regular postal route, you can save on postage and avoid the costs associated with purchasing mailing lists.
There are also a few drawbacks to EDDM. First, the service is only meant to be used for flats (like postcards, newsletters, or folded pamphlets), meaning the mail you can send is limited to very specific sizes. A second disadvantage to EDDM is that, without names or addresses, it can feel less personalized than other methods.
Saturation Mailing Lists
Saturation mailing campaigns are a more personalized version of EDDM. Saturation mailing works mostly the same way as traditional EDDM, but names and addresses are included on the mailers (or more commonly “Current Resident). In contrast to EDDM, this method does require you to purchase a mailing list.
One standout benefit of this method over EDDM is that a saturation mailing is not limited by size, which can give you more options for your bulk direct mail tactics. Even though you’ll have to pay for mailing lists, the postage will still be inexpensive compared to targeted advertising. Saturation lists qualify for the lowest bulk postage rates of all three methods because of their delivery efficiency.
As with EDDM, one disadvantage to using saturation mailing lists is that they aren’t as personalized as targeted efforts. This means that, although you are reaching more households, you may not always be reaching the right potential customers.
Targeted Mailing Lists
If you’re looking to narrow down your direct mail tactics to a more specific audience, then targeted mailing lists may be the right choice for you. With this strategy, instead of sending your mailers to everyone within a specific geographical area, you purchase one or more mailing lists with the addresses of qualified leads who are more likely to need your products or services.
One obvious benefit of a targeted mailing is that it allows you to focus on the right audience, which can help significantly increase response rates. This is especially helpful for businesses whose products are geared to a more specific or “niche” customer base.
However, one of the biggest downsides of targeted mailing is that it is more expensive than the previous two options. You also need to be sure that you purchase your data-driven mailing lists from a reputable source. When you partner with a full-service direct mail agency, they can even create customized, targeted lists for you.
Which Option Is Right for Your Business?
The right option will depend on your marketing goals and the results you want to see from your campaign. Does your company want to generate more potential leads, drive up sales, or increase customer loyalty? To get the most out of a direct mail marketing strategy, you’ll need a clear objective and metrics for tracking your results.
Before you make your decision, take some time to think about the kinds of customers you want to attract and the best ways to reach them. Each of the three direct mail tactics has its own benefits and drawbacks for specific businesses and industries.
For example, larger businesses that want to reach a broad range of potential customers might be better off using EDDM or saturation mailing lists. For businesses that have a specific niche and know exactly who their target audience is, the extra cost of targeted mailing could be offset by the ability to engage with pre-qualified potential leads directly.
A Direct Mail Agency Can Help You Choose
Even if you think you know which option you should choose, you may be missing critical information that could help you make the most effective decision. Partnering with a direct mail agency helps to ensure you get the most out of your direct mail marketing campaign.
Having experienced direct mail marketing experts in your corner can give you all the tools you need to fine-tune your strategy to achieve the best results. Not only will they help you pinpoint your method and create your direct mail campaign, but they can also show you the best ways to execute your plan to achieve maximum results.
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