The USPS’s new Every Door Direct Mail is generating a lot of interest and excitement from small businesses in our area and beyond. We’ve attended some of the seminars the Postal Service has put together to explain the program to the community, and have seen first-hand the enthusiastic response. Perhaps even more encouraging, we think EDDM may draw people to direct mail who otherwise would not consider it a practical option.
EDDM is a new category of mail that is simpler and more affordable to send than traditional bulk mail, because it eliminates the need for a mailing list and individually addressed mail pieces. The cost of postage and less complicated mailing process of EDDM are most often credited for attracting new customers, however the fact that the USPS is aggressively marketing the new program, and to the audience most likely to be interested, doesn’t seem to be hurting. In essence, by targeting the businesses most likely to benefit from the new program with direct mail pieces inviting them to EDDM seminars, the Postal Service is making use of the same mailing benefits it extols to its customers.
While small businesses are expected to be the core users of EDDM, one story has already emerged about someone who’s found another use for the program. Randi Slocum of Stillwater, NY, used an Every Door Direct mailing to find her missing dog. Slocum’s mother suggested the technique because it was a cost-effective way to get their message to every home in the area.