Throughout the years, we have helped many companies build their businesses by using EDDM®. If you aren’t familiar with this term, it stands for “Every Door Direct Mail®.” This program was setup for the US Postal Service and allows you to choose specific postal routes, in your desired area, and then send a postcard to every door within that postman’s route. The post office even discounts postage rates for this program. EDDM® is a great way to communicate with residents and businesses in your target area. Learn more about the benefits of EDDM.
Once you decide to launch an EDDM® campaign, it’s important that you have the best messaging for your audience, accompanied by the right artwork. Below are a few tips to get you started.
Start the postcard with a simple, yet attention grabbing opening statement. It doesn’t need to be very long, but just makes people want to read it.
2. What’s Your Purpose
Why should people choose you over the competition? Make sure you establish a clear understanding of WHY you’re offering this mailer and WHAT you are hoping to accomplish. The ultimate goal is always going to be to increase business, but try to push beyond that. Are you new to the neighborhood? Maybe it’s your grand opening… Perhaps you want to bring awareness that you specialize in kid-friendly products? Maybe you want to explain that you work with residential and corporate clients. Or possibly there’s a specific item or product that you’d like to sell more of. Whatever the goal may be, make sure you let them know.
People always want a great deal. If you can offer a discount or coupon, customers may be more responsive. Surprisingly, a lot of people skip this part. But in Marketing 101 we are taught that we need to light a fire with your customers. Even if this is a discount that is always available, allow the coupon to expire shortly after they will have received it. Adding this sense of urgency makes people act now, rather than placing the postcard to the side, thinking “I will get around to it soon.” Because I’m sure you know… we don’t seem to get around to it!
4. Call to Action!
(Also known as a CTA.) This is simple, but very important. Make sure to tell people what you want them to do next. Take the guessing out of the equation. CTA’s can be as simple as “Visit our website for more details!” Or “Schedule your appointment today!” Another one can be “Don’t delay, limited supply available! Visit us today.” These examples can really help get the customers moving.
5. Contact Info
How do you want people to get in touch with you? Do you want them to bring the mailer into your establishment? Do you want them to call you? Or should they visit your website? Whichever you prefer, make sure that the information is clear and a main focal point of the postcard. People don’t want to search for your phone number. Make it easy for them. I also recommend putting it on both sides of the mailer. Another suggestion… only give them one or two options. If you put the local number, 800 number, fax number, email address, and so on, you’ll loose people’s attention.
6. High Quality Photos
People are very visual. Besides a great headline, you’ll need to include a photo that will grab their attention. Generally, the front should have something large that serves as a main focal point, while the back can display smaller images. Make sure your photos are simple and not overly cluttered. But most importantly…your photos need to be a high-resolution image. If they look blurry on your computer, most likely they’ll look even more blurry when printed. There are quite a few websites that offer millions of high-resolution images to select from. If you don’t want to hire a professional photographer, this could be a great way to get a quality image.
And when it comes to photography, make sure you know and understand your demographic. If the neighborhood you are mailing to consists mostly of retired singles, you don’t really want to include an image of a young family. The recipient may not think that the postcard will apply to them.
7. Your Logo
Make sure it’s clearly presented on both the front and back of the postcard. Similar to the photos, the logo also needs to be a high-resolution image. The logo will help establish your brand recognition and remind people who you are.
8. Bragging Rights
Although this element is not mandatory, testimonials, awards received, a short bio, or any other information that shows credibility, is also a nice touch. If you add this information, make sure to keep it short and to the point.
9. White Space
White space is your friend! Antonie de Saint-Exupery once said “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” Keeping your message simple and direct, is more important than filling the postcard with too much information. If you want people to learn more about your company and products you offer, direct them to your website.
Creating an effective EDDM® postcard can be challenging. It’s important to include some of the elements from above to truly stand out from your competitors. If you need help, don’t be afraid to hire a marketing company or a graphic designer.
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