The EDDM Myth

EDDM Vs Smart Saturation

The EDDM Myth

Many businesses have come to believe that EDDM®, or Every Door Direct Mail®, is the least expensive form of direct mail. This simply isn’t the case but the perception has been perpetuated by the USPS and many mail providers looking to keep the execution of direct mail campaigns as easy as possible.
EDDM Vs Smart Saturation

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?

With EDDM you do not need to purchase the mailing list or spend as much time processing the job, whereas with saturation mailings you can save on postage and on wasted mail piece delivery. How does this affect the overall ROI of a mailing?
Calculate the following costs:
Consider the following savings:

"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:

  • Agency-level design at reduced rates
  • Customized penetration report
  • Reach every household you want at postage rates at OR BELOW EDDM rates
  • Mail single family homes only
  • Don't mail a fixed radius - mail specific neighborhoods!
  • Drop out your current customers so you're not discounting previous sales
  • Variable data options
  • Mail only top income routes in your market
  • Mail neighbors based on households with children
  • Mail specific ethnic neighborhoods
PLUS lots more targeting options with Spectrum's Full Service 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.

10 Strategies for Successful Holiday Direct Mail Marketing

Holiday direct mail marketing strategies

10 Strategies for Successful Holiday Direct Mail Marketing

It's 2022 and people are starting EVEN EARLIER than usual!

For the first time in history, holiday sales are predicted to rise above 1 TRILLION DOLLARS in the US this year!  Are you prepared?

Capitalize on the busiest shopping time of year by increasing your marketing efforts this holiday season. The earlier you get your message out to consumers the better your chances are of attracting new consumers and loyal customers to your business.

You’ll give your business a boost for the following year as well. Capture their attention with a carefully planned and executed holiday direct mail marketing campaign. Let’s take a look at ten easy things you can do to improve your marketing campaigns this holiday season.

1. Use Oversized Direct Mail

Help divert consumers attention to your message and offers

Capture consumers’ attention and show them just the important information. Such as, who you are, why they should shop at your store, and what specials you have. The oversized mailer helps divert consumers’ attention away from other mail pieces like standard postcards and letter-sized mailers. Once you have their attention, hit them with stunning graphics while giving them just what they need.

77 percent of consumers sort through their physical mail as soon as they get it.

Ashley Oversized furniture mailer

2. Use House Lists To Improve Response

Increase your ROI by sending mail to your current customers

Sending your holiday direct mail marketing mail pieces to new prospects is a great way to build a customer list. However, sending to your house list (a list of customers you’ve built using current customers that have purchased from you) is a fantastic way to increase your response rate. If a customer has already purchased from you and had a positive experience then they are probably willing to purchase from you again. People typically go with what they know and what they’re comfortable with. Remind them that you’re still around and that you want their business again. Retaining current customers improves your bottom line because you spend less money doing so rather than converting new prospects.

You spend less money getting a customer to return than trying to convert a consumer into a new customer.

3. Incentivize With Offers & Gift Cards

Give them an incentive to shop with your business

Part of what makes direct mail so fantastically appealing to marketers is that it gives them the potential for multiple impressions compared to email. If your message is compelling, and your gift card and/or offers are highly enticing, then it’s possible that your customers will put a gift card in their wallet,  leave it on their kitchen counter or put it on their fridge. 

Your customers might not go running out to use them right away. However, if they’re interested they will keep your mail piece in their home instead of throwing it away. Essentially, you have given them a constant reminder of your business. There are plenty of different types of direct mail you can improve with offers.

Killer 2 3D Mailer

4. Don’t Neglect The After Season Shopping

Consumers will still be purchasing after the season is over

The Holidays are a perfect time to push products and incentivize offers. But, don’t forget that shopping doesn’t stop after the Holidays are over. Plan for the late-gift-getters and the vacation-takers to give your business a small boost while others are ramping down. Planning to do so with your holiday direct mail marketing campaign will help you capitalize on the holiday rush long after it has passed.

New customers given gift cards by relatives can be turned into loyal, returning customers with the right in-store experience. Focus on customer service during the week between Christmas and New Years.

5. Lift Response With Spectrum’s Easy Omni-Channel Solution

Spectrum Mail Plus integrates your mail with online channels

Instead of just sending out a traditional solo direct mailing, Spectrum Mail Plus combines your direct mailer with seven digital technologies to create omni-channel direct marketing to digital advertising that increases your ROI by reaching your target audience on multiple channels simultaneously.
It’s easy! All you need is a website or landing page and a Facebook/Instagram account. Spectrum does all the setup and serves ads on your behalf.
Holiday Omni-channel marketing campaign

Increase your average marketing campaign RESULTS by 23-46%

Direct mail pieces are mailed to your target market. This tried and true marketing medium yields marketing RESULTS by delivering your well-designed message right to your prospect’s mailbox.
Then, your Spectrum Mail Plus omni-channel marketing campaign touches your audience simultaneously across the web while tracking engagement – including visits to your website.

Most sales are made between the 8th and 12th impression! Perfect to hype holiday sale events and promotions!

6. Combine Direct Mail And Email

Give your holiday campaign a lift

Consumers are more likely to make a purchase when they’ve been introduced to your brand multiple times. The more a consumer sees your holiday direct mail marketing message, the more confidence they have in purchasing from you. Make a memorable introduction with your direct mail piece and follow up with an email to the same list or geographic area. Creating a campaign that tells the same story multiple times in multiple mediums allows you to use repetition to your advantage. Remember that a message will stick with a consumer the more its repeated.
winter sale email and direct mail program example

Remind them with social media ads

If you want to go the extra mile you can always implement a social media ad campaign. Social media campaigns are great especially when consumers are spending 35 to 50 minutes a day on Facebook alone. Make sure you’re making the best use of your marketing budget by spending it where people are already looking.

Social media users spend around 50 minutes per day looking at content.

7. Reward Loyal Customers

Making a customer feel appreciated is a fantastic way to keep them coming back

Reward a loyal customer to keep them coming back. It’s easier and cheaper than sourcing new prospects. If a current customer has already had a positive experience with you they are less likely to seek out a new store or retailer. Even a small gesture like offering 5% off the total order is welcomed by your customers. Consider using personalized direct mail to make it more impactful.
Personalized Flyer

8. Start Early

The more time your marketing message spends with consumers the better

If we’re being honest, we all notice when a retail location starts putting out Christmas decor way too early. It’s not even Halloween yet, but, the Christmas decorations and gifts are already taking up half of the seasonal aisle. What if we said that’s not a bad thing? Hear us out! Consumers don’t want to wait until the last minute to make all of their holiday purchases. Typically, they want to get everything done as early as possible to avoid the mid-season rush and the large crowds.

Just because you’re prepared doesn’t always mean your customer is

Unfortunately, no matter how well prepared they are, there’s always a few (hundred) people who are rushing to buy gifts and cards the day before Christmas. Shops give their customers a chance to avoid major headaches down the road by putting out holiday material early. Get your marketing message out early as well to make the customer aware of their ability to start shopping.

Starting early gives your marketing message more time to sit with your customers. Sending them one piece of direct mail is rarely enough to get them to buy, especially long-term.

Another reason to get things done early is that a consumer will need that time to make a decision. Slowly and subconsciously they need to start to decide that they’re going to make some holiday purchases. If you’re an auto shop offering a winter tune-up you’ll need to do something similar with your marketing. Make people aware that they can get a tune-up and winterize their vehicle before they get caught in that first blizzard of the season.

9. Convey Emotion

Consumers respond well to emotion so show a little in your collateral

Using power words like “FREE” and “ON SALE!” use to be enough to catch the eye of a consumer. While that may still be true to a degree, it’s just as important to appeal to the sentimental side of your customers. Consumers don’t want selly words and flashy text. It will catch their attention, but, after you do so, you should talk to them as a friend. Create an emotional connection with your customers to build your business and establish trust in your brand. A touch of heart or human emotion will get a lot further than “BUY NOW!”
all metals holiday mailer card

10. Send A Thank You Card

With no agenda and no pressure show gratitude towards your customer so you’re the first place they shop

Thanksgiving isn’t a major buying holiday. We all know Black Friday is right around the corner though and is one of the biggest buying days of the year. You can utilize Thanksgiving as a way to send your loyal customers some gratitude. Send them a personalized holiday card with a small no-strings gesture of kindness. Use this as the first opportunity to set up the marketing messages you’ll be sending in the weeks leading up to Christmas.
Thank you card kit

Thank your customers and show your gratitude for them. It will go a long way when you’re ready to hit them with the offers and sales.

So What Is The Best Holiday Direct Mail Marketing Strategy?

There is no one tip on this list that’s going to significantly boost your marketing campaign beyond all others. However, the combination of all of these strategies is sure to help you succeed. Using all of these tips will help create a campaign that really speaks to your customers on a personal level. It will also make you more memorable during this highly competitive time of year.

Send early, send often, and stand out!

The takeaway here with holiday direct mail marketing is to be the first on customers mind. So send early and send often! Make sure when your customer sees your message throughout multiple channels that it’s consistent, includes special offers, conveys emotion, and also stands out. Making sure you touch on these main points is key to a successful holiday marketing campaign.

We’re here to help.

Whether you are current client or new to direct marketing, our marketing experts, experienced in your specific industry, will help you utilize these tips to create the perfect holiday direct mail marketing campaign.

USPS Informed Delivery from Spectrum

Informed Delivery from Spectrum Mail Plus

Direct Mail With Informed Delivery® By USPS®

Informed Delivery from Spectrum Mail Plus

What Is Informed Delivery® Email Service?

SEE WHAT’S COMING IN THE MAIL

Informed Delivery® is a free subscriber based email notification service offered by the United States Postal Service. Residential consumers receive a digital preview of their household’s incoming mail scheduled to arrive soon directly in their email inbox! Informed Delivery® allows subscribers to view greyscale images of the exterior, address side of letter-sized mailpieces and track packages in one convenient location.*

Users can also view their incoming mail by using the free USPS Informed Delivery App anytime, anywhere on your phone or tablet.

ADD DIGITAL TO DIRECT MAIL

Informed Delivery® offers businesses the opportunity to engage users through a digital advertisement along with their scanned mail piece that generates additional consumer impressions, interactions, and insights.
*Images are only provided for letter-sized mail pieces that are processed through USPS’ automated equipment.
Spectrum USPS Informed Delivery

How Does Informed Delivery® Work For Consumers?

Users have the ability to view grayscale images of the exterior, address side of letter-size mailpieces arriving soon. And in some cases with oversized mail, a full-color representative image. Mailpiece images are available via email notification, online dashboard, or mobile app.
  1. Consumer signs up for Informed Delivery® on USPS.com.
  2. Mail is scanned at the USPS sectional facility producing an image during processing.
  3. Images are matched to delivery points and mailer interactive campaigns are applied.
  4. User receives mail piece images via Informed Delivery® daily email.
  5. User receives physical mail pieces in their mailbox.
ID Phone Mailbox Spectrum Mail Plus
USPS Informed Delivery color ride-along image

What Value Do Informed Delivery® Campaigns Add?

INFORMED DELIVERY® CAN HELP BUSINESSES INCREASE THE REACH OF THEIR MARKETING CAMPAIGN THROUGH A SYNCHRONIZED PHYSICAL AND DIGITAL TOUCHPOINT.

Informed Delivery Icon

Informed Delivery® Subscriber Statistics

Over 52 Million Subscribers And Counting

Signups Increasing By 18% Year Over Year Growth

66% Of People Open Their Alerts/Emails Daily

Informed Delivery Has An Average Click Through Rate Of 1.01%

United States Postal Service

Updated  January, 2023

New Movers Direct Mail Campaigns

Got A New Mover Direct Mail Campaign?

Adding Informed Delivery® for new movers is a no-brainer!
One of the main USPS marketing techniques for promoting ID to consumers is through change of address processing. When a consumer files a change of address they just need to check a box to add Informed Delivery®. This is a main reason for how the subscriber numbers are growing so quickly.
And this means that new movers have exceptionally high subscription rates. We have been seeing new mover match rates over 25%. New movers are already exceptional prospects for direct mail – add the power of Informed Delivery® to get an additional impression.

Add Informed Delivery® To Any Direct Mail Campaign For Only $149!

SPECTRUM IS HERE TO HELP

Need marketing help during the coronavirus pandemic? Spectrum Marketing Companies can help! Our expert marketing strategists are standing by to help you through this health and economic crisis. We have the marketing solutions, tools and guidance that you need in order to make it through these challenging times.

People are in their homes and have more time to read and look forward to receiving their mail more than ever. Now is a great time to market to them! Reach your target audience with one of Spectrum’s direct mail marketing solutions. Spectrum Mail Plus, our digital enhancement to direct mail, is a cost-effective omni-channel direct mail centric marketing program that integrates your mailing list with online ads for increased response. Informed Delivery is one of the integrated services as well. Contact us and we’ll help you determine the ideal marketing solution for your business

Direct Mail Marketing Strategies & Statistics for Black Friday Promotions

Are you ready? Black Friday is coming.

Direct Mail Marketing Strategies for Black Friday Promotions

Are you ready? Black Friday is coming.

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!

Deliver your Black Friday direct mail campaign before the competition so it stands out from the crowd.  Leverage one of Spectrum’s unique direct mail formats that include multiple sizes, folds, die-cuts and more to capture your audience’s attention. Of people who received a direct mail campaign, 87% were influenced to make a purchase.**
Black Friday promotional direct mail marketing

Leverage Spectrum’s Cross-Media Direct Marketing Solutions to Lift Your Campaign’s Response!

While consumers are opening their direct mail this November, make sure you’re integrating your Black Friday direct mail campaign with digital strategies. Extending your campaign to email, social media and/or IP targeted web banner ads has potential for increased response, engagement, and ultimately more sales.  Some companies think they can rely on only digital or email advertising.
Consumers start to feel overwhelmed by the sheer volume of emails they receive on Black Friday. As a result, a little over half of the emails (51%) were deleted within two seconds. The other half are viewed and certainly can be effective – and Spectrum offers the following solutions for extending your direct mail campaigns to digital. It’s important to try and make multiple impressions across all channels for your campaign. After all, multiple touches yield greater RESULTS.

Start Planning Your Black Friday Promotion Today

Don’t hesitate! Let’s plan your direct mail campaign now to ensure your campaign hits at just the right time this November. Contact Spectrum to learn more about our award-winning creative services and proven direct mail products so your campaign stands out from the crowd.