When doing any task that’s related to your business, you need to go to the planning stage first, execute the plan, then assess how things went and make improvements from there. Let’s say that you are planning to launch an Every Door Direct Mail or eddm postcard printing campaign. As you know, postcards are effective marketing tools because they can be sent and read by the recipients even without an envelope. The message is short and easy to read; postcards are cheap to print; and you can effectively reach out to your target market with very little effort. Here, we will look at how your eddm results would look like if you will carefully plan your postcard mailing campaign.
Planning Your EDDM Postcard Mailing Campaign
Here are the steps to effectively plan your eddm mailing campaign:
- Analyse your target market.
Based on the product or services that you are offering, you either have a general audience or a specific audience. If it’s a general audience, you can send one postcard to every door in a zip code, for example. You don’t even have to put together the mailing list yourself – the USPS can do it for you. You can also choose based on individual mailing route, mile radius, or drive time.
Now, if you have a specific audience, you can narrow down the list based on these example demographics:
- Income bracket
- Age bracket
- Household size
- Whether a household has kids or women
- Whether the homeowner is renting or paying mortgage
Since you will have a targeted audience, you can expect better response for your ads.
- Design your postcards accordingly.
Postcards should be well-designed, have colors and images that pop, and the copy should be short but well-written. Include a promo code or a call-to-action.
- Choose the right printing partner.
For EDDM, make sure that the print shop has plenty of experience because they will be working with the USPS. You can go for offset or digital printing – some print shops offer both.
- Pair your postcards marketing with a digital advertising campaign.
Finally, you can pair your print marketing campaign with digital. For instance, you can include a QR code on your postcard which, when scanned, leads to your website or a promo code that they can use in store.
By planning your postcard marketing campaign carefully, you can ensure great results and boost the growth of your business.
