- Clipper Marketing
- January 15, 2024
Retail Revolution: Driving Store Traffic with EDDM Strategies
In the bustling world of retail marketing, standing out is key. While digital methods dominate, there’s an underutilized gem – Every Door Direct Mail (EDDM). We created this guide to unveil the hidden potential of EDDM, showing how it can revolutionize your retail marketing strategy and create a direct pathway for customers from their homes to your store’s doorstep. You’ll learn how to:
•Set clear objectives for your EDDM campaigns
•Choose the best target routes for these objectives
•Approach launches vs. sales vs. in-store events
•Design memorable mailers that prompt action
•Integrate EDDM with your digital marketing efforts
•Measure the success of your EDDM campaigns
Understanding EDDM and Its Potential for Retail
Every Door Direct Mail (EDDM) is a unique offering by the United States Postal Service designed to simplify the direct mail process. This service allows retailers to send large mailers to specific neighborhoods or ZIP codes without needing addresses or names, ensuring that your marketing materials land directly in the hands of potential customers.
Why EDDM is a Win for Retailers:
•Targeted Local Marketing: EDDM is ideal for targeting local communities. Whether you are a new store trying to build awareness or an established retailer promoting a sale, EDDM lets you reach out to the households that matter most to
your business.
•Cost-Effectiveness: EDDM is more budget-friendly than traditional direct mail because it eliminates the need for buying mailing lists or address-specific printing.
•Flexibility in Size and Design: Unlike standard mail, EDDM allows for larger postcards and brochures, giving more space for creative and engaging designs.
Crafting the Perfect EDDM Campaign
A successful EDDM campaign involves several key steps:
•Setting Clear Objectives: Define what you want to achieve with your EDDM campaign. Are you trying to attract new customers, promote a specific product, or announce a store event? Your goals will dictate your content and design.
•Selecting Your Target Routes: Use the USPS EDDM tool to choose postal routes that match your target demographic. Consider factors like average income, household size, and proximity to your store.
•Designing Your Mailer for Maximum Impact: Your design should grab attention and convey your message quickly. Use high-quality images, compelling headlines, and a clear call to action. Remember, your mailer should reflect your brand’s style
and values.
EDDM for Different Retail Events
Different retail events require different approaches:
•New Product Launches: Create excitement about new products with teasers, exclusive offers, or invitations to product launch events.
•Seasonal Sales: Use timely themes and urgent calls to action to promote limited-time offers. Highlight the seasonal relevance of your products or services.
•In-Store Events: Personalize invitations to in-store events. Create a sense of exclusivity and urgency by offering special deals for attendees.
Integrating EDDM with Digital Strategies
In today’s omnichannel retail environment, integrating EDDM with your digital marketing efforts is crucial:
•Cohesive Multi-Channel Approach: Ensure that your messaging is consistent across both digital and direct mail channels. This creates a seamless brand experience for customers, whether they’re online or reading your mailer.
•Using QR Codes and Online Calls-to-Action: Incorporate QR codes in your EDDM mailers to bridge the gap between physical and digital. This can direct customers to your website, social media pages, or exclusive online offers.
Measuring Success and Refining Strategies
Measuring the impact of your EDDM campaign is essential to understand its effectiveness and improve future mailings:
•Tracking and Analyzing Your Campaign’s Impact: Use trackable codes or coupons in your mailers. Monitor redemption rates, increased foot traffic, or sales spikes during the campaign period.
•Fine-Tuning Future Mailings: Based on your analysis, adjust your target routes, design elements, and offers. Experiment with different approaches to see what resonates best with your audience.
More than Just an Ad
EDDM is a powerful, cost-effective tool that allows retailers to connect directly with their local community. By carefully planning, creatively designing, and strategically integrating EDDM campaigns with digital marketing efforts, retailers can significantly enhance their visibility and customer engagement. Remember, in retail marketing, it’s not just about reaching out; it’s about making meaningful connections that drive business and foster community relationships.
