Contrary to what many people today believe, direct mail is not a dying art. The Direct Marketing Association found out that 79 percent of consumers will act on the direct mail they receive immediately. How does this compare to email? Only 45 percent say the same about that.
So, while the digital age is definitely in full swing, we still love getting that nice, hard copy piece in the mail. It can get expensive for many real estate agents, however. The cost of printing, hiring a graphic designer if necessary and postage add up quickly. That’s why Every Door Direct Mail® (EDDM) from the United States Postal Service (USPS) is a great option.
What is Every Door Direct Mail?
EDDM is a powerful marketing tool that allows you to target, create and execute a direct mail campaign easily and affordably. It’s an Accredited Business by the Better Business Bureau, so it’s pretty reliable.
The EDDM process includes three pretty easy-to-follow steps.
Step 1: Target Your Demographic
The first step is targeting your demographic. This is, of course, and important part for you to focus on so that you don’t waste resources on a group that will not likely respond to your mailer.
To get started, you’d simply include a central address and zip code around which you’d like to do your mailing. This could be 1) a listing you plan to promote or 2) a property that exemplifies the type of person you’d like to attract. Some prior research is a good idea. As a savvy real estate agent, you probably have several target areas that match your particular campaign (we’ll go into this more later).
Some cool features to help you narrow down your options:
- Drivetime – If you have a property, for example, close by you’d like to promote, this is a fantastic tool to help you filter how far away in driving minutes you’d like your demographic to be.
- Radius – Similar to Drivetime but allows for a certain area in miles around your target location.
- Demographics – Lucky you, this is a new tool that they just added! You can choose up to three criteria such as household income, age, home ownership, gender or presence of children.
Step 2: Design
We LOVE the navigable layout of this section, too, as it offers three clear options for designing your mailer. Upload your own file, use free templates or employ the help of professional design services.
If you have someone on your team or that you contract out to design your marketing materials, it’s a good idea to have them continue. This will help ensure that your branding is consistent.
Their professional design services have competitive rates, so it’s worth scoping out to see who can help!
Step 3: Print and Mail It!
The final step is printing, prepping and mailing your direct mail collateral. Again, the options abound and are super easy to choose from. Choices include an 11” x 17” Flyer, 8.5” x 11” Postcard, 6.25” x 9” Postcard and 4.25” x 11” Postcard (the most budget-friendly).
These sound like unusual sizes, but EDDM has found these to stand out and be the most effective. They even provide details on the materials and suggestions for use for each one. No labeling, postage or hassle on your part – they do it all for you to your target areas!
Let’s Talk Pricing
This sounds all good and well, but I’m sure you’re wondering about price (of course you are!). Here is an easy link with pricing.
In general, rates range from $0.25 to $0.62 per piece – all inclusive!
Some Targeting Tips
We won’t go into too much detail about ways to target for your EDDM mailers, but hopefully this short list will help you tailor it to your campaigns.
- Enter the address of the property and drill down to specific demographics.
- Find a target property in a neighborhood with a particular demographic and do the same.
- If you have a listing with a number of starter homes, you may want to send to an area of luxury condos or apartment complexes. Drill down to home ownership status.
- For larger properties in more established neighborhoods, target starter homes with growing families.
Test out EDDM and see the results for yourself. We’d love to hear how your first campaign went. Let us know on our Facebook page!