One of the best ways to reach out to your target market is to print EDDM postcards. EDDM means Every Door Direct Mail and it’s a mailing service provided by the United States Postal Service where your mailers are automatically sent to every door in a specific address, thus the name.
Let’s say that you are opening a hair salon and you want to send EDDM postcards to every address within a five-mile radius of your location. The printing company that works with the USPS will charge you an amount for EDDM mailing, then your postcards will be sent to every address in your specified zip code. You can also choose a mailing list depending on age bracket, income bracket, or another demographic. EDDM removes the brunt of the work behind manually gathering email addresses. You simply need to know which target market to send the postcards to, and they will do all the behind-the-scenes work for you.
How to Combine Digital with Traditional Print Marketing
Now, if you want to increase the response rate for your EDDM marketing efforts, you need to know how to combine digital with traditional print marketing. Here’s how:
- Include a QR code in the postcard.
If you’re offering a general service or a retail product that anybody can pay for, you need to target all age brackets. Combining digital with print marketing is a good idea because you will get a better response rate. For instance, those who are in their 50s may want to read through the information in your postcard – but what about a 20something? They’d want something digital, so include a QR code in the card. This can be a link to your website where they can get more information about the product or service that you are offering.
- Include a map with a pinned location.
On the postcard, you can also include a map with a pinned location, especially if your place of business is tricky to find. You can also include a witty line about a famous landmark to grab the attention of your reader.
- Know which target market to focus on.
Finally, get to know your target market. You might get a good response with new customers especially if you have a well-designed postcard. But you should not leave out your existing customers. These individuals are already taking advantage of your products or services, so focus on giving them additional benefits so that they can become repeat customers. Offering discounts and freebies is a great way to make them respond to your call-to-action.