This month, the USPS has launched a potentially exciting new product for those of us in the automotive direct mail arena. It’s called “Every Door Direct Mail” or EDDM. Here are just a few reasons why we don’t think EDDM is nearly as great as the Postal Service has cracked it up to be – at least not for automotive direct mail.
For starters, it uses simplified addressing. This method is old and out of date – and while it delivers mail to every address on a carrier’s route, it doesn’t in any way manage the pitfalls that come with direct mail; not even the potential cost savings are enough.
Next, there’s the lure of saving money on postage. That’s certainly luring many businesses – especially smaller ones – into the EDDM game. Sure, an automotive dealer can send their mailers directly to customers via EDDM, but what they are losing when bypassing automotive direct marketing companies is the spark of creativity, the marketing expertise and the list-building and qualified lead generation services that not only come at a premium – but also tend to provide a more reliable ROI.
What’s more, EDDM has the potential to harm your business’ reputation. For example, it blatantly ignores “Do Not Mail” requests. Not only is sending automotive direct mail to a house that’s already expressed disinterest a waste of money and effort – it could wind up making the recipient angry. That’s a customer lost forever – ignoring the negative word of mouth this could also generate.
EDDM is also intensely impersonal. Whereas a firm like ours could target prospects based on any of a number of demographic research points, mailers sent via EDDM provide no potential for personalization, whatsoever.
EDDM is also limited in terms of acceptable designs and quantities. You can only send 5k mailers each day and only parcels and flats are acceptable. So, no special “key” mailers or multipage booklets allowed.
If the mailer is meant to be generic, Every Door Direct Mail might be just the thing to get the word out on an event, store opening or even a service deal. However, when it comes to target marketing of qualified leads, EDDM isn’t going to cut it. Don’t be fooled into thinking this will be able to slash your advertising and mailing budget without potentially sacrificing some of the results you’ve come to expect from automotive direct mail. You might be sorely disappointed.