Is direct mail a viable option for your marketing? Before you decide, you need to know that there are two different types of mailings that are currently available: Traditional direct targeted mail (direct mail) and Every Door Direct Mail (EDDM).
Direct mail is ideal if you have a very narrow or specific clientele you are trying to reach since most mailing lists can be purchased and narrowed down to very specific criteria. The cost of a list can vary depending upon the number of prospects on that list and how much you narrow it down. The good thing is, you get an extremely targeted list and if you are smart about it, you can narrow it down to what you can afford to mail out. There is no reason to buy a list of 3000 potential prospects if all you can afford to mail is 1000 pieces.
What we recommend is that you figure out your budget, get a basic understanding of how many mailings you want each person to receive, then purchase a mailing list accordingly. Most lists are good for 1 year, so if you plan on doing mailings to two (or more) different groups during the year, it will be cheaper to buy the full list in one shot. You can then split up that list and mail to specific people on the list. We just recommend that you hit each prospect at least twice, ideally three times.
If you don’t need something that specific then EDDM is a much better option. For example, if you want to blanket deliver to a specific zip code (or postal route) then EDDM is the right choice. With some, but very limited information available you can still do some basic targeting within the zip code. This is a much cheaper option per piece sent and can often be very effective if you can service a broader clientele.
Before you write off direct mail as a viable option for you marketing, do your homework and find out exactly what you can and can’t do. The results may be pleasantly surprising to you.