After testing in select markets for a couple years, the US Postal Service officially launched a new program called Every Door Direct Mail (EDDM) in January 2013. While similar to carrier route mailing that has been offered for years, USPS has simplified the process and developed online tools to help companies easily plan and execute an EDDM campaign. Pest control businesses are beginning to discover the marketing benefits of EDDM. For only 16 cents postage per address you can deliver an oversized postcard to every door on mail carrier routes. While this service does not allow you to use demographically researched mailing lists that target specific income levels, home values or ages, it does offer significant postage savings. You will also minimize your marketing expenses by not having to buy or rent mailing lists or print addressee information on mailing labels. Plus, no postal permit is required! EDDM is a low cost way to get your pest control marketing message delivered.
How Every Door Direct Mail (EDDM) works:
STEP #1: Visit usps.com and register to use the online tool to determine the local mail routes you want to target. This will help you determine the total number of mailpieces you'll need to print. EDDM limits the total number you can mail to 5,000 per day, but the minimum is only 500 pieces. Two different programs are offered: 1) EDDM and 2) EDDM Retail. You want to choose EDDM Retail to get the low 16 cent postage rates. Once you have chosen your mail routes, you have the option to save your progress and come back to it another day (see Step 3). Or, if you know your firm mailing date you can proceed to print out the necessary paperwork and either pay for the postage online or opt to pay for it at the post office.
STEP #2: Work with a designer and printer, such as ServiceMark printing and marketing to design your pest control marketing mailpiece so that it conforms to EDDM standards and includes the appropriate indicia and address notation. EDDM mailers are generally postcards larger than 6.5" x 9"up to 8-1/2" x 14". There is even a way to produce a 4 page 8-1/2" x 11" brochure that will comply and mail at the same 16 cent postage rate.
How Every Door Direct Mail (EDDM) works:
STEP #1: Visit usps.com and register to use the online tool to determine the local mail routes you want to target. This will help you determine the total number of mailpieces you'll need to print. EDDM limits the total number you can mail to 5,000 per day, but the minimum is only 500 pieces. Two different programs are offered: 1) EDDM and 2) EDDM Retail. You want to choose EDDM Retail to get the low 16 cent postage rates. Once you have chosen your mail routes, you have the option to save your progress and come back to it another day (see Step 3). Or, if you know your firm mailing date you can proceed to print out the necessary paperwork and either pay for the postage online or opt to pay for it at the post office.STEP #2: Work with a designer and printer, such as ServiceMark printing and marketing to design your pest control marketing mailpiece so that it conforms to EDDM standards and includes the appropriate indicia and address notation. EDDM mailers are generally postcards larger than 6.5" x 9"up to 8-1/2" x 14". There is even a way to produce a 4 page 8-1/2" x 11" brochure that will comply and mail at the same 16 cent postage rate.
STEP #3:
If you haven't already completed all of the paperwork in Step 1, you can log back in and pick up where you left off. You'll need to print out the necessary EDDM paperwork and determine the post office drop off location(s) and mail date. Once your mail pieces are printed, they will need to be bundled in 50s or 100s. Your EDDM printer will be able to do this for you. The bundles are typically separated with sheets of colored paper.
STEP #4:
If you haven't already completed all of the paperwork in Step 1, you can log back in and pick up where you left off. You'll need to print out the necessary EDDM paperwork and determine the post office drop off location(s) and mail date. Once your mail pieces are printed, they will need to be bundled in 50s or 100s. Your EDDM printer will be able to do this for you. The bundles are typically separated with sheets of colored paper.
STEP #4:
Deliver your bundled mail pieces and paperwork to the appropriate post office location(s) and pay for the postage if you haven't already done so online. USPS will do the rest! You can expect your mailer to be delivered in approximately 3-7 days.
Developing a marketing plan that focuses on building route density is one of the most effective things a pest control businesses can do. An ongoing EDDM direct mail campaign that strategically targets neighborhoods in your growth area will produce results. You'll gain new customers, but most importantly you'll develop compact service routes that will reduce some of your operating costs. Your trucks will be seen more frequently in those areas and as a result you will also increase your exposure to prospective new customers. Taking this approach has been key to the success of some of the fastest growing pest control businesses in the nation. Target smart and with regularity and soon enough you'll own a majority of the business in that zip code. Once you conquer one zip code more on to the next!
Developing a marketing plan that focuses on building route density is one of the most effective things a pest control businesses can do. An ongoing EDDM direct mail campaign that strategically targets neighborhoods in your growth area will produce results. You'll gain new customers, but most importantly you'll develop compact service routes that will reduce some of your operating costs. Your trucks will be seen more frequently in those areas and as a result you will also increase your exposure to prospective new customers. Taking this approach has been key to the success of some of the fastest growing pest control businesses in the nation. Target smart and with regularity and soon enough you'll own a majority of the business in that zip code. Once you conquer one zip code more on to the next!
To learn more about Every Door Direct Mail (EDDM) and use the online search tool visit usps.com. For assistance with marketing, printing or implementing an EDDM campaign to help grow your pest control business, visit servicemarkonline.com
This pest control marketing idea brought to you by ServiceMark Communications, a provider of pest control business printing and marketing services since 1995. Call Clinton at toll free 1-866-782-6275 to learn how ServiceMark can help you grow your pest control business.
© 2013 ServiceMark Communications
Every Door Direct Mail is a registered trademark of the US Postal Service.
