What makes direct mail marketing effective?
An effective direct mail campaign relies on a number of factors to get potential customers interested in your product. According to a 2015 neuroscience study from the Canada Post, direct mail campaigns work because they require less effort to understand than digital equivalents. For this reason, the design must be eye-catching and the copy easy to understand. The mailers should also be relevant to the interests or needs of your target market.
What is a good response rate for direct mail?
As with most marketing efforts, an effective direct mail campaign is one that gets consumers through the door. While each direct mail campaign is unique to the business running it, researchers found in recent years that it has a 4.4% response rate versus email's 0.12% response rate.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail is a direct mail service that allows you to send mailers to a specific mail route or area. Rather than relying on mailing lists that target certain demographics, EDDM is an indiscriminate method designed to reach as many residents as possible within a specific geographic area.
What is the difference between EDDM and direct mail?
Direct mailing differs from EDDM in that you are paying for the ability to choose who gets your mailer at a granular level. That's important, because it allows you to cater to certain demographics through targeted mailing lists. EDDM, on the other hand, targets homes in a specific area. For this reason, EDDM is generally cheaper than direct mail advertising.
Are mailing restrictions involved?
When it comes to traditional direct mail, there are no size restrictions for the items you send. If you opt to use EDDM, however, there are some guidelines to follow when designing your mailers:
- Each mailer must be larger than 11.5 x 6.125 inches or more than a quarter-inch thick.
- Mailers cannot be bigger than 15 x 12 inches or three-quarters of an inch thick.
- Mailers must be rectangular, with four square corners or finished corners with a radius of one-eighth an inch or less.
- While the orientation of the address doesn't matter, it must be located in the top half of the mailer.