Every Door Direct Mail is a powerful marketing tool, and it can connect your brand to your target customers with the right strategy. According to leading studies from CSP Daily News, people are statistically more likely to spend their money close to home. This is why targeting local customers is such an important step.
Just as you might use conference shows, events, trade shows, and more to build intent with local premium print materials, you can use EDDM to your advantage. However, direct mail marketing isn't always as easy as it might sound. In this guide, we'll share how to use Every Door Direct Mail (EDDM) to directly reach your customers.
1. Consider Your Customer's Habits
First, most new EDDM marketers consider demographics (household income, size, etc.) above all else. While this is certainly an important metric, it's not the only metric that matters when it comes to EDDM.
In a perfect world, every customer would love to buy from you. Of course, the world doesn't work this way. Consider who specifically might be looking for your product or services. For example, those in high-income neighborhoods might be more open to a remodeling company vs. those with newly build homes. Look into the purchase habits and needs of your target group to get the most bang for your local marketing material.
2. Choose Responsive Mail Routes
As local businesses know, the main perk of an EDDM list is to start marketing without worrying about having an existing mailing list. These lists can be costly and complicated, so they're not always accessible or an option.
With EDDM, you can target neighborhoods, zip codes, and more. This is perfect for small, local businesses. However, don't spend a lump sum on a random neighborhood for the sake of it. Look for the most responsive demographics for your niche. This might include considering the following:
Household income
Household size
Marital status
Presence of children
Age ranges
Vehicle owners
The more you know about your audience, the most successful your EDDM campaign becomes.
3. Customize for Specific Demographics
Knowing your customers, you don't want to use the same messaging with every potential buyer. People want to feel heard and understood. That means they're more likely to respond to personalized, targeted messaging.
If your business has multiple target demographics, use this to your advantage. For example, young people are more likely to respond to coupons and discounts than their older counterparts. If you're sending a mail campaign to a younger neighborhood, make this work in your favor with a special discount.
4. Make Your Materials Stand Out
Consider the number of marketing materials you find in your inbox every day. Now, use this when creating your print marketing resources. The goal is to always stand out positively. You have only seconds to capture your audience's attention. Without a clear message and call to action, your print ad will likely end up in the recycling bin.
How do you know if your materials stand out? Aside from using a trusted partner like Gold Level Print, you can also measure the results of your campaign. Here are some ways to stay on top of your progress:
Use a unique URL to track web traffic
Specify a special discount code for mail customers
Create a trackable QR code
Are you ready to make your next EDDM campaign take off? Every Door Direct Mail is a powerful tool when used correctly. As one of the leading print marketing providers in Phoenix, we know firsthand how amazing this can be for small businesses looking to grow their reach. Not sure where to begin? Let our team help you find the right print marketing solution.