You’re probably wondering how these two worlds can even successfully combine; the digital marketing world and the print marketing world. However, this has become a very common trend in the marketing arena – mixing digital and print marketing to maximize a marketing strategy.
So how can we merge these words to create one awesome ROI?
Digital marketers generally rely on the power of the internet to handle their advertisements, but why are we seeing such an influx of Direct Mail campaigns by generally digital companies? The answer to that is simple, more people read their mail than they do the ads they see on the internet.
Up to 90% of Direct Mail gets opened, compared to only 20-30% of emails. Source: Data & Marketing Association.
If you had the opportunity to market to someone and had a 90% chance they would open and read your marketing, you would take advantage of that, wouldn’t you? Now, put that side by side with a 20-30% chance of them opening your marketing email. Of course, you’d take the marketing avenue that gives you a higher chance of being seen, right? This statistic is the main reason companies that generally handle their marketing online, are utilizing Direct Mail. Most people think that Direct Mail is simply postcards, this, however, couldn’t be further from the truth. Direct Mail has such a variety of options and sizes that can fit close to any marketing budget. So let’s take a deep dive into the Direct Mail choices readily available to marketers today:
• Every Door Direct Mail (EDDM)
• Targeted Direct Mail
Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a service provided by the United States Postal Service (USPS). EDDM is the process of mailing your advertisement, generally a postcard, to every house on a mail route. This saves money because you do not have to buy a permit, a mailing list, or pay exorbitant postage rates. EDDM lets you mail to entire postal routes for lower postage rates than a normal mailer would cost. Most companies like Grow Mail will have their own set of postage permits that are available to use on your mail pieces if they ship them for you directly to the post office. If you prefer to drop your cards off or ship them to the post office yourself, you will be able to use your permit (if you have one), or you can use the EDDM Retail permit which is a universal indicia for the USPS EDDM service.
To utilize the EDDM service from the USPS you must follow some very rigid requirements for your mail pieces. Your pieces must be within a certain size: must be more than 10.5” in length – or – 6.25” in height – or – .25” in width, but cannot be more than 15” in length, 12” in height, or .75” in width. You also must have enough printed pieces to mail to every address on the route of your choice. For example, you cannot print 2500 pieces for a 2751 address mailing route. You would either need to print the remaining 251 pieces or choose a mailing route with equal to or less than the number of mailers you have printed.
Pro Tip: Similar to EDDM, Grow Mail has proprietary delivery mechanisms that allow for postcard saturation for as low as $0.16 per household. -That includes design, printing and delivery to each household. Talk to a one of our strategists to claim your discount zone today. (844) 222-4967
Targeted Direct Mail
There are multiple forms of Direct Mail and all come with their own requirements, so you have a lot more flexibility with Direct Mail but it does come with a higher price than EDDM. Direct Mail is the method of sending your mail piece to specific addresses of your choosing, rather than its counterpart EDDM, you have a say in who gets your mailer. You also have a say in the specific type of mailer you want to send. With Direct Mail you have a copious amount of choices but for today let’s take a look at the two most popular Direct Mail options: variable data mailers, and new mover campaigns.
Variable data is just a fancy way of saying “personalized.” Variable data mailers can customize each piece to have custom information relating to the recipient ranging from first and last name to birthday, to their next appointment date. These types of mailers can be pivotal to your campaign simply because people gravitate towards their name. You’ve done it, you see your name on a piece of mail 5 feet away on the countertop, your eyes immediately go for it curious as to what it says. For this, we can look to Dale Carnegie’s line in his book How to Win Friends and Influence People for inspiration, “Remember that a person’s name is, to that person, the sweetest and most important sound in any language.”
New mover campaigns are pretty cut and dry to what they sound like. You are targeting the new people that have just moved into an area. These types of lists are great to have for any business because new residents may not be familiar with your company or your brand and honestly, may not know you exist. What better way to get them knowledgeable of your brand than to send them a custom postcard welcoming them to the neighborhood with a great “New-to-the-Area Special!”
Taking your marketing strategy from being completely online to both print and digital marketing can seem like a daunting task. Luckily, your Direct Mail specialists at Grow Mail are readily available to answer any questions you may have and get you started on the path to growing your business with Direct Mail. Give us a call today to get started. We can’t wait to see what Direct Mail can do for you!