If you utilize direct mail, you should compare the advantages of using EDDM versus a compiled list. Our direct mail clients are taking advantage of EDDM to canvas small geographic areas. They are saving big money by doing this.
I don’t want to ignore the necessity for a mailing that uses a complied list. My objective is only to provide an example of how you can save money when the goal is to hit every address within a small portion of a postal carrier’s route. Let me give you an example of the various industries we are printing for that are taking advantage of the EDDM service. They include Real Estate Agents, Restaurants, Gyms and Dry Cleaners. Any business that relies on selling to a local clientele of homes and businesses can successfully save money by using Every Door Direct Mail from the Post Office for their direct mail marketing needs.
Here’s a quick comparison between a small postcard, mailed at the 1st class presort rate compared to a jumbo card mailed using EDDM.
|Service||4-1/4″ x 6″
1st class postcard
|6.5″ x 12″
|Quantity to mail||500||500|
|List Rental of “Consumer” or “Occupant” list||$125.00||$0.00|
|Printing 2 sided on 16 pt cover||$101.00||$247.50|
|Mailing Preparation cost||$132.50||$0.00|
|Postage Cost Estimate||$137.00||$88.50|
|Days to deliver||1 to 4 days||2 to 4 days|
|Please note that these figures are for illustrative purposes only.|
|Printing and mailing costs are subject to change.|
|Exact quotes with terms can be emailed to you once your specifications are received.|
As you can see from the chart above there is a cost savings even on a small 500 piece mailing. Imagine this sample instead as a 5,000 piece mailing and the savings really begin to add up.
First of all, size matters, right? With EDDM your mail pieces are larger then the letter size classification. Anything over 6.25″ tall or 11.5″ wide that is considered a “flat” by the Post Office is what you get to mail with EDDM when the piece is designed properly. This is without question a major advantage. Your large mail piece stands out from the rest of the mail in your prospects mailbox.
Second is the cost of postage. As of Jan 22, 2017, the rate for retail EDDM is only .177 cents per piece. Compare this to the best automation rate you can achieve for a flat piece of .387 cents per piece unless you decide to mail to try to qualify for carrier route rates. But keep in mind, with any type of presort mailing their are other mail preparation costs involved too.
Last thing to know is that you can mail up to 5,000 pieces of mail per day or as few as a single carrier route (usually about 350 to around 1,100 addresses) when you use the EDDM Retail system. You can’t mail less than 500 pieces with first class presort and on a small 350 to 500 piece mailing it’s not worth all the preparation costs for this small of a standard mail presort.
I would never advise using an “all in one service” to do the EDDM work for you. You give up too much control over picking the area you wish to mail to and the timing of your project. The additional costs you pay to the “all in one service” could be better used to buy more addresses and postcards. So don’t be lazy, invest some time in marketing your business or service and learn about the EDDM tool It’s not that hard.
As I said before, EDDM is all about mailing to small local areas, the entire area. You must consider how this compares with your need to only find homes with children or singles or seniors or any other type of demographic that can only be sourced with a compiled list. Compare the EDDM postage costs for the entire area you are mailing to with the costs for the compiled list. You are looking to see how many cards may be tossed out with EDDM compared to that targeted list for the area.
You are going to have to do a little work in order to achieve your savings. This means picking up your mail from our store, driving to your local post office and waiting in the retail line to see a clerk. It’s always helpful to assign this task to a staff member and shouldn’t be too time consuming.
I feel that for certain types of industries and ad campaigns, mailing with EDDM is all well worth the effort. Your marketing dollars need to stretch as far as they can. You also need to keep your message in front of as many people as you can. Every Door Direct Mail from the USPS and SLB Printing can help you do this.