Marketing, regardless of what it’s for, is becoming a bigger and more necessary piece of the world every day. Whether you’re in software, construction, roofing, retail or a real estate broker…marketing matters. The newest information from leading experts such as Neil Patel and others indicate that what worked in 2018 will no longer work in 2019. There are a ton of reasons we could explore here, for this blog entry, let’s talk about an oldie but a goodie, Every Door Direct Mail.
The biggest missing factor for most marketers is Every Door Direct Mail (EDDM). Simply put, EDDM is the most productive media to leverage as far as ROI is concerned. Specifically with Amarki, spend anywhere from $0.40 – $0.53 per post card(for a 1,000+ pieces) to generate a lead. If it were that simple, everyone would do it. For a lead to be viable on average, you need to touch that contact 7 to 12 times. If you’re not leveraging EDDM, you’re missing a huge opportunity! Let Amarki drive your entire marketing campaign with multiple tools to drive and automate those 7 to 12 interactions.
Real Estate Marketing – An Every Door Direct Mail (EDDM) Gold Mine
Real Estate Marketing is a critical activity for successful real estate professionals and EDDM impacts them in a HUGE way. Multiple touches, different types of messages, branding consistency and social posts all matter when trying to farm local communities for sales and buyer leads. EDDM provides a marketing piece that is both affordable and more productive than almost every other form of marketing available. You can put your customized postcard, with your family pictures, listing pictures and more into homeowners hands by simply creating a beautiful marketing template, customizing the material you want to send, paying for the EDDM postcards and sending them in Amarki. Check out our video on how to here:
Why EDDM? 4 Facts
More people read postcards than sales letters
Are you debating whether to send a letter or a postcard? A direct mail study illustrates the clear choice: more than half the people surveyed found postcards to be useful, making them the preferred type of direct mail. The United States Postal Service indicates that 98% of delivered mail ends up in the consumer’s house the same day; 77% of that mail is sorted and reviewed, and 47% is actually opened. Sending a postcard can increase the chance your recipient will see the message since there’s no need to open it.
Over-sized mailers received the best response rate
Less is more when it comes to general marketing, but when it comes to EDDM mailings, bigger is better. If you want your material to outshine the other mailbox filler, opt for an over-sized postcard or envelope. According to a study conducted by the Direct Marketing Association, large postcards received a 4.25% response rate, while large envelopes earned a 5.0% response.
EDDM delivers a lower cost-per-lead than other marketing methods
Since there is no mailing list to buy, postcards cost little to print, and postage is as little as 17 cents per piece. EDDM mailings make an inexpensive alternative to traditional marketing options. When you calculate the cost per lead for EDDM versus other channels, you may find your cost per lead is several dollars less.
Consider using those savings to invest in professional design work, larger postcard size, or higher quality cardstock that will boost your mailer’s visibility.
It takes 7 to 12 impressions for people to recognize your brand
If you want people to recognize your brand, it won’t happen overnight. Experts suggest that it takes at least 7 to 12 impressions in an 18-month span for prospects to start remembering your company, but it may take many more impressions to convince them to buy. Knowing this, you may want to consider targeting the same mail route multiple times, rather than targeting multiple routes only once or twice.
In targeting the same route, you can perform A/B testing with different postcards or other pieces to see which ones deliver the best response rate. Experiment with color, images, design, and size, and make sure to measure your results.
Overall, EDDM mailing makes a cost-effective solution to target customers in a particular geographic range. But if you want to get the most out of your EDDM campaign, take care to treat your mailing’s appearance with as much regard as the content itself. It could make the difference between being “junk” mail and “just what they needed” mail.
Introduce yourself and your business to an entire neighborhood or community with Every Door Direct Mail
Every Door Direct Mail® service from the U.S. Postal Service® lets you reach every address in the area surrounding your business. You simply select the neighborhoods you want to target, and a Letter Carrier takes your mailpiece to every address while delivering the day’s mail. You don’t need to know names or street addresses. Mailpieces can simply be addressed to “Local Postal Customer.”
- Low per-piece postage rates
- Flexible range of sizes – you can create a multipage mailing for a detailed product story
- Use an oversize postcard for a quick sales announcement
- Easy to include coupons, store maps, menus, event calendars, and more
Flexibility – a huge EDDM strength!
Every Door Direct Mail has multiple strengths, one of them being flexibility. With EDDM services you can use different sizes, shapes, textures, pages and more for your marketing needs. The beauty of Amarki in this equation, it totally depends on the marketing template you decide to create. Just listed for real estate marketing, hail damage for the roofing or car repair industry, back to school for retail, all of which can be leveraged quickly and easily through our platform. Some of the other flexible options:
Pop-ups and three-dimensional formats grab attention in the mailbox and help engage the audience with your message. Strengths include:
• Creating excitement
• Helps boost response rate
• Helps increase pass-along value
Catalogs are a proven way to generate sales and drive traffic to websites. They are an important branding tool that can offer your business a host of benefits. Strengths include:
• Lets you showcase multiple product lines or services
• Allows recipients to “window shop” and discover new products/listings/services
Simply put, Every Door Direct Mail is one of the most under utilized, successful forms of marketing available. How could it be easier? Check out amarki.com for more details on this and other direct mail pieces.
Marketing 101: Direct Mail, Social Posting, AdWords, Digital Marketing
As the world continues to expand and different platforms arrive, others go away. The one thing that every business owner must do to stay competitive in 2019 is to be agile and adjust to your businesses market and needs. EDDM has been a constant and seems to have the staying power that overnight .com’s and social media sites just can’t guarantee. Marketing and Digital Marketing are no longer two separate entities. They have now combined to form one absolutely critical machine for all of the moving parts of businesses that interact with their potential customers and clients. To stay relevant and competitive you have to use ALL of the marketing channels available to you. Be an early adopter when possible, leverage the systems that make sense regardless of what others are saying, and stay focused on your success.
Amarki is here to help you drive that success in an automated, easy-to-use platform. We have a true desire to help all marketing professionals be better, faster and more productive. If you’re a marketer, real estate professional or business owner, we are the platform you need to drive your comprehensive marketing solution. Let us automate your marketing world!
Director of Sales & Business Development