Summary of "How I Choose EDDM Routes ~ {For High Postcard Response}"
Video Summary: How I Choose EDDM Routes ~ {For High Postcard Response}
The video titled "How I Choose EDDM Routes ~ {For High Postcard Response}" by Jake from High Response Marketing provides a detailed guide on selecting effective Every Door Direct Mail (EDDM) postcard routes to maximize marketing response. Jake shares both a basic methodology and advanced strategies based on his extensive experience with thousands of campaigns.
Main Financial and Marketing Strategies:
- Use USPS EDDM Website for Route Selection:
- Visit EDDM.usps.com to select mailing routes by zip code, town, or street address.
- Routes are divided into carrier routes; you must mail to entire routes.
- The site shows route quantities and postage costs, helping with budgeting.
- Switch between residential-only or business-inclusive routes depending on your target audience.
- Basic Route Selection Methodology (Works 80-90% of the time):
- Sort routes by income level using Census data available on the USPS site.
- Avoid the very highest income areas (often older demographics) and instead target routes slightly below the top income levels to reach wealthier, younger residents.
- Avoid low-income neighborhoods as they tend to have lower redemption and response rates.
- Use your own local knowledge to confirm that selected neighborhoods fit your target demographic.
- Advanced Strategies:
- Target Outskirt Towns:
- Market to smaller, overlooked communities on the outskirts of larger towns.
- These areas often have concentrated populations that are underserved by local marketing but spend money in the main town.
- Consider community cards shared with other local businesses to reduce costs and increase reach.
- Data-Driven Route Selection Using Customer Lists:
- Purchase a targeted mailing list of your ideal customers (e.g., based on demographics like age, marital status, homeownership).
- Import the list into Google My Maps to visualize where your customers live.
- Identify clusters of your target audience on the map.
- Cross-reference these clusters with USPS EDDM routes to select the most concentrated carrier routes.
- This method combines the targeting precision of direct mail lists with the cost-effectiveness and simplicity of EDDM.
- Target Outskirt Towns:
Additional Tips:
- Know where to drop off your mailings at the post office for each selected route.
- Budget carefully using the route quantity and postage estimates from the USPS site.
- Reach out to Jake for help with printing, design, or ensuring your mail pieces meet USPS specifications to avoid rejection.
- Jake offers personal assistance and free guidance for EDDM campaigns.
Presenters / Source:
- Jake, owner of High Response Marketing (highresonsmarketing.com) and PrintingForUpChe.com
This video is a practical, step-by-step tutorial for small local businesses looking to leverage EDDM postcards effectively, combining data analysis, local knowledge, and USPS tools to optimize campaign results.
Category
Business and Finance
