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.

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.

Notable Quotes

— 07:11 — « Because people with more money tend to probably just be better with their money, they look for deals, they manage their finances better, so you'll just tend to find better response in higher income routes than you would at low income routes. »

— 08:36 — « Outskirt towns can be absolute gold mines—these little pockets of communities that maybe take 10, 15, 20 even 30 minutes away to get to—great places to market that no one else is thinking of. »

— 10:47 — « I'm going to show you this insane method that no one has ever shown you before. I promise there's no one else doing something like this except me. »

— 13:54 — « This is just a great way to find where your perfect customers are and hit the routes where they live, where you'll find more people just like them. »

— 14:09 — « I want to see your business start building a little ATM machine on a postcard. »