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What is Direct Mail

What is Direct Mail?

Direct mail is a service provided by the USPS that allows businesses to send demographically and geographically targeted mail to U.S. households.

The EDDM (Every Door Direct Mail) is a mailing program provided by the USPS. It was created to make it easier for businesses to reach new and existing customers- without a mailing permit or mailing list. USPS direct mail also offers a virtual mapping tool. This allows you to map your unique direct mail postage area. You can also map your audience by income, household size, or age via this tool. For instance, if you own a high-end local restaurant, you can specifically target everyone who lives within a five-mile radius of its location with an income of over 40,000 dollars per year.

Direct Mail for Small Businesses

As one might expect, direct mail services are top-rated, particularly among small businesses and franchises. They can utilize this service as an effective marketing tactic to reach more customers and boost sales. Programs like these mean you do not have to buy address lists to target your marketing mail. All you need to do is map your direct mail postage area using the EDDM mapping tool. USPS will then do the rest of the work- direct mail to your selected audiences affordably and efficiently.

Benefits

The direct mail process means businesses no longer require customer lists, whether purchased or compiled. This saves them from potential inaccuracies and extra costs. Additionally, it opens a lot of doors for businesses and their reach. Every household that meets the criteria of the filters selected by the business will be considered by the EDDM. Therefore, direct mail delivery is handy for businesses with a local selection of potential customers. Some other benefits of direct mail for businesses include:

  • It helps businesses acquire more customers, particularly within a particular local area
  • Direct mail lets you create awareness in the locality of your business area
  • It allows you to create a strong network of customers in your community
  • It ensures you spend your marketing budget more efficiently
  • Direct mail can boost traffic to your location, online and on foot.

Essentially, direct mail is a fail-proof marketing tool that lets you reach high-potential prospects. It is an effective method for new local businesses and established businesses. While new local businesses can utilize direct mail to share their brand story and introduce themselves to the community, it can help established businesses spread the news about any new offerings or expand to more populations.

How Direct Mail Can Help Your Business

Direct mail can boost the following areas for your business:

  1. More customers

It can be beneficial to spread the word locally for existing businesses who want to attract new customers and boost sales or new businesses who want to curate a new audience.

  1. Better returns

Instead of spending money purchasing a mailing list that might be outdated or expensive, direct mail can affordably connect you with customers in a locality utilizing data-driven tactics. If you target the correct demographic within a particular geographic location, it means that your message will reach the most prospective customers. As a result, it ensures a better ROI (Return on Investment). It also means that you will witness an improved consumer interest.

Conclusion

Direct mail is a cost-efficient way for businesses to target messages to prospective customers in selected areas. It leverages United States Census data and ZIP Codes to provide businesses with a hyper-targeted, precise audience without buying, compiling, or updating mailing lists.

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Written by Austin Proctor 
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