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.
Spectrum has the data technology, expertise, and mail formats to execute higher ROI campaigns using “smart” saturation mailings.
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, I’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:
Overall 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|
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.
They don’t have the capability to ink-jet address, they can turn EDDM jobs around faster, or don’t have the 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.