How can you get a Commercial Printer to help your business succeed with Every Door Direct Mail?
We love challenges at the Connecticut Business Link. One of those challenges is helping marketers understand the benefits in the flexibility of the Every Door Direct Mail Program. The Problem is that Postal regulations and commercial printing standards are not 100% aligned with each other…yet!
But for now, it is complicated to find a cost-effective solution. Here are a few problems your local print shop can help navigate through.
Problem 1: Qualifying size requirements for EDDM do not match most standard paper sizes.
The Every Door Direct Mail program currently is for “Flat Mail Class” only; Which means, the shortest of any side of a mail piece must be greater than or equal to 6.125 inches.
A larger mail piece will work however, if is it smaller on any side it will not qualify for the Every Door Direct Mail program. All this would be fine if commercial printers could buy paper that size or divisible by that size. 12.25 inches square paper is hard to come by, and even if was more common which is certainly possible, the maximum sheet size still needs to fit the press. See our post on eligible EDDM sizes here.
Problem 2: Minimum quantities: There is no particular minimum quantity for the Every Door Direct Mail service.
The number 250 has been thrown around as a minimum but that is not true. The real minimum quantity depends on the routes that you choose. For Instance, a tree service company may want to target an area that has had recent storm damage; And only wants to send a marketing flyer to one route. That route only has 73 homes on it. It would be perfectly acceptable to send an Every Door Direct Mailing with only 73 flyers. It is very rare that a mailing route will exist with an even number of homes on it. Most online printing services offer preset quantities and usually the most cost-effective solutions start at a 2,500-minimum order. Of course, there are smaller quantities available but not at the best price. So, a small quantity could be cost prohibitive.
To find out an exact quantity for your Every Door Direct Mail campaign use the Post offices route Search tool; It can be found here.
Problem 3: Balancing distribution with printing cost.
As far as determining the proper quantity for your Every Door Direct Mailing; Knowing your target area is key and it may not always be one static town or area. Partnering with a printing company that is skilled with using the Post Offices online route searching tool can help determine the right quantity to print. And the best way to distribute it as well.
A Restaurant in Connecticut wants to attract more lunch traffic and catering jobs from several surrounding towns. We can tell instantly there are 19,853 Houses.
So, we can easily make enough menus to get into all those homes. But like most restaurants they probably don’t have the capacity to feed that many people at one time. In this case it makes sense to print what you need and then pay as you go. We can easily track previous mailings and schedule or redirect future mailings to a previously unanticipated area based on the most current marketing needs.
The right partnership with a local commercial printer is the key to success...
To put it simply in a lot of cases the EDDM program can seem like fitting a square peg into a round hole. In a perfect world every block would have the same amount of homes on it; And the United States Post Office would literally budge 1 inch on postal regulations as to match printing standards. There are no perfectly square neighborhoods popping up anywhere; and the Post Office will not change their regulations any time soon, trust me I asked.
But with the proper planning and right strategic partner you can find cost effective printing solution for an Every Door Direct Mail campaign. Setting proper goals and defining targets is a good first step.
Finding the right partnership with a local commercial printer is the key to success with the Every Door Direct Mail Program. They are able to advise and develop an acceptable size that fits the Postal requirements for EDDM; And is cost effective to print. Our favorite is a simple 8.5 by 11-inch flyer. It provides a-lot of space for your message, fits within the Flat Mail class and is standard amongst any print shop.
Having a good relationship with capable local printer who in turn has a good relationship with both Postal Service Personal and their regulations is instrumental to a successful direct mail campaign using EDDM. At Connecticut Business Link we respect the complexities and uniqueness of a Business. Let us know what your business would like to achieve, and we will find a way to get you there
If you would like a complimentary consultation Call my Office At 203.228.8133 or contact us.