So….Why Not Every Door Direct Mail?
Several years ago the Postal Service asked the mailing community to help them be more efficient by removing “bad data” from our lists. They said that up to 10% of mail was undeliverable as addressed or UAA. This made sense for everyone- and most of the Direct Marketing industry embraced the practice. We cleaned up lists (a requirement after 90 days without NCOA) and went forward with our partnership.
In January the USPS introduced EDDM to the world with a lot of splash and fanfare. On the surface this looked like a good program to introduce small businesses to mail and advertising in a small local area. Unfortunately it is turning into a David and Goliath battle. The post office has been accused of selling into mailers ghost accounts and pushing EDDM to the very people it isn’t supposed to reach. The USPS is the last bastion of feudal lordism left in America and they will pretty much do as they please.
But we are MARKETERS!! So sell against it! Once mailers really understand what is at stake (only their money) the tables can be turned. Show your customers the difference in the money in postage and printing that can be saved only marketing to their potential clients. There is a big cost differential to print a standard postcard and a flat postcard.
EDDM website counts include all delivery points- they include vacant properties, addresses on the do not mail file, and there is no way to do suppressions of current customers. You are paying postage on all of the pieces. Not to mention adding back in UAA mail, which will be gladly recycled for you by the carrier (which you paid postage on). There is no selection between SFDU and MFDU. No route level demographics. No names available to make your mail piece be more personal. No guarantee one piece gets into every mail box.
Once mailers see the benefits of using a list- they will continue using one.
Smart Customers. Smart marketing!
Chris Slauter
Vice President of Sales
Compact Information Systems
Jeremy Gilbert said:
You can use the EDDM Retail channel or have your mail house mail it through their permit like normal. You will actually save money if you’re willing to do the work on your own and drop the mail off to the post office.
August 18th, 2011 at 22:45
maria jose said:
There are countless methods to mailing E-Mails but the EDDM is very simple and cost effective method.EDDM service is recently launched by USPS in America and has proved its worth and usefulness.I really like this post.
November 2nd, 2011 at 22:35
G Spelvin said:
My problem is that yes, it’s less to print postcards vs. flats sized pieces, that was my biggest selling point to get people to use my mailing service. Now a lot of local postmasters are taking ANY size piece as EDDM, and even letting people mail to only business addresses or only houses or only apartments that way. I know they are trying to make every penny they can but it hurts when it feels like they are shooting me in the foot when I am actively working to keep their mail volume up.
November 14th, 2011 at 13:45
eddm said:
I totally agree with G Spelvin. The inconsistency of local postmasters is only putting strain on those businesses who provide every door direct mail as a service. If they want to open up this service to all sizes/weights, then just do it nationally and stop making it hard on people who are sending the USPS much-needed business.
December 13th, 2011 at 10:18