What are the advantages of using direct mail advertising? Direct mail can be highly effective in generating leads and sales from highly targeted lists.Continue reading
The EDDM Myth
Higher Costs of EDDM vs. Saturation Mailing
EDDM Mails to Bad Addresses
Have you ever wondered why EDDM counts are higher than a normal Saturation mailing? It’s because you are sending to records that should have been removed. Vacancies, do not mails, and excessive drops have all been removed from regular occupant files. Every “extra” EDDM address–often as high as 10% of the list–is a waste of postage and printing.
EDDM Does Not Allow Removals
To qualify for Saturation rates, you only need to mail to 75% of all addresses in a CRRT or 90% of all Residential addresses–whichever count is lower. So why blanket your mailings to every address? With standard occupant data, we have all sorts of removal options that allow clients to optimize their mailings, while maintaining the best possible rates. Here are three great choices
EDDM Has Lower Response Rates:
Time and time again, we’ve had new customers come to us because EDDM just performs poorly when compared to normal Saturation mailings.
But What’s the ROI Difference?
"Smart" Saturation Mail Costs Less Than EDDM!
All of this shows that saturation mailing generally ends up costing less than EDDM overall. Additional benefits of saturation include narrowing your list selections on a household level (through Saturation Record Filters, Penetration Indexing or Response Boosters) and Saturation mailings typically perform better.
|EDDM® & Full Service Mailing Guide|
|Tasks to complete in Preparing Mailing||USPS Every Door Direct Mail® (EDDM) Retail Steps||USPS Every Door Direct Mail® (EDDM) Commercial||Full Service Mail Program One-Stop Solution|
|Design Your Piece||Spectrum Handles||Spectrum Handles||Let Us Do it All for You!
Design, Print, Mail Prep, Trucking, and Postage.
PLUS: With Spectrum's Saturation Mail Program:
|Print Your Piece||Spectrum Handles||Spectrum Handles|
|Truck Your Piece to Location||Spectrum Handles||Spectrum Handles|
|Pick a Maximum of 5k Homes||Do-It-Yourself||No Maximum Spectrum Handles|
|Go to USPS.com to select routesbased on 5-Mile Radius||Do-It-Yourself||Spectrum Handles|
|Count Mailing in Bundles of 5 and band two ways||Do-It-Yourself||Spectrum Handles|
|Print Facing Slips and apply one per each 50 piece bundle||Do-It-Yourself||Spectrum Handles|
|Drive to each Post Office and pay on-site for the mailing||Do-It-Yourself||Spectrum Handles|
The Key Takeaway
Less, Waste, Better Campaign ROI!
You will typically get a better ROI with our “Smart” Saturation Mailings Program. While from a pure numbers standpoint, Saturation Mailings tend to beat out EDDM even with their “free data”, but there are other reasons other mail vendors might prefer to use EDDM.
Many mail and print providers don’t have the capability to ink-jet addresses or turn around EDDM jobs rapidly making it difficult to deliver on time. Many also don’t have the knowledge, capability, or expertise to execute them properly.
So if you use EDDM often, think about whether it is the right choice for your marketing campaigns – you may be wasting resources!
Not sure? Spectrum will do a free marketing analysis to help you to determine which targeted mailing list option is best for you.
Spectrum has the data technology, expertise, and mail formats to execute higher ROI campaigns using “smart” saturation mailings.
What are the advantages of using direct mail advertising? Direct mail has the highest response rates, is more trusted, tangible, more memorable, unavoidable, is not blocked by privacy walls, cuts through digital fatigue, allows for more creative design, is easily targeted, and has the best ROI in marketing.Continue reading
Direct Mail has always used coupons effectively to drive action. But in the current market, it’s more critical than ever to get them in hands of deal-hungry consumers who are demanding better deals, special savings offers, and incentives.Continue reading
The Association of National Advertisers (ANA) has released its long awaited 2021 Response Rate Report (membership required) that once again reinforces direct mail ROI as the highest of all channels they studied. Once again proving direct mail is the most effective marketing solution.Continue reading
Measuring the return on investment (ROI) for direct mail marketing helps you to evaluate the success of the campaign.Continue reading
Direct Mail Marketing Strategies for Black Friday Promotions
One of the Biggest Shopping Days of the Year
The day after Thanksgiving, also known as Black Friday, kicks off one of the biggest shopping days of the holiday season.
Between the coronavirus, increased adoption in online shopping, supply chain woes and several retail giants choosing to remain closed on Thanksgiving, retailers didn’t know what to expect during the five major online shopping days between Thanksgiving and Cyber Monday. While the Cyber 5 period looked much different than previous years, thankfully, that didn’t put a damper on spending. According to Adobe Analytics, online sales totaled a record $34.36 billion, up from $28.49 billion for the same period in 2019. ***
November and December make up 20% to 40% of annual sales for small to medium-sized businesses so make sure you are optimizing your ad spend. If you choose not to run a cohesive Black Friday direct mail marketing campaign, you could miss a large percentage of annual sales.
Put Your Best Offers in Customers Hands!
Create Even More Impact with One of Spectrum’s Eye-Catching Black Friday Direct Mail Solutions!