Every Door Direct Mail
Lyn Seidler
U.S. Postal Service
Every Door Direct Mail
Meet changing needs of direct marketers by
offering new saturation mail options that
address the needs of small, medium and
large businesses by reducing mailing costs
and attracting more mailers
The Choice – Localized Marketing
• Create a highly focused and personalized
marketing message based on your geographical
area
• Your message is delivered only to people most
likely to be a customer — those within 10 miles or
10 minutes of your door
• More targeted than mass advertising
Do you know what
your neighborhood
looks like?
This is how we see it.
Every Door Direct Mail
An efficient and affordable service for
businesses that want to target
specific areas in their local market
without requiring names and addresses
on the mail pieces.
Who can benefit
from this service?
• Retailers
• Auto dealerships and services
• Restaurants
• Dry cleaners
• Local health clinics
• Real estate agents
• Schools…and more
Searching for new customers?
Every Door Direct Mail
just made them easier to find.
• Target customers near your
place of business using our
free mapping tool.
• No need for names
or street addresses
• Rates as low as $0.145
Every Door Direct Mail
The Marketing Plan
Printers
Small Businesses
Franchise owners
Every Door Direct Mail
The Marketing Plan
Printers
Mail service providers
and printers can help.
Let them take care of:
•Printing the mail pieces
•Bundling your mail
•Delivering your mailing to
the Post Office™
Find a mail service provider
in your area who can help:
VISIT mailingindustryproductguide.com.
We’ve Already Started Ad/Lead Generation Efforts Toward Our EDDM Goal
(EDDM Efforts prior to Feb 13)
Mar
BC Kit with DVD
Sales Mailing
April
May
June
July
Aug
Sept
Web Banners
115,000 total clicks
Printer (followup)
Jan
4.9 million printed
170,000 total visits
SB Webinar
Dec
700 kits
Landing Page
LB Mailing
Nov
33,000
kits
GYBD Postcards
Printer
Mailing
Oct
115,000 total clicks
80,000
mailers
40,000
mailers
400
registrants
72,000
mailers
SB Mailing
500,000
mailers
LB Webinars
160
attendee
s
1500
attendee
s
430
attendee
s
Every Door Direct Mail
The Marketing Plan
Printers:
Direct Mail campaign = 5000+ responses for a printer kit
National printer chains are selling the product
1 chain = 4400 locations a 2nd = 1100
Building a searchable data base on our usps.com web page
Conducting our third Direct Mail campaign to 70,000 printers
Every Door Direct Mail
The Marketing Plan
Small Business
~2.97M Businesses Represent Potential Universe for
Every Door Direct Mail
Small Businesses4
(<100 Emp)
2.90MM/98%
B2C Marketers3
2.97MM/50%
Total Number of
Business Addresses1
11MM/100%
Large Businesses4
(≥100 Emp)
69,070/2%
Advertise And Do Not Use
Standard Mail2
5.94MM/54%
B2B Marketers
2.97MM/50%
( New Opportunity)
Notes:
1.Total number of business addresses as reported by USPS (Memphis File)
2.Percent of businesses advertising and using direct mail, Borrell Assoc., 2009
3.B2C/B2B distribution of businesses assumed to be 50%/50%
4.Business distribution by number of employees, U.S. Census Bureau
5.CE Analysis
2.97M
27%
14
Integrated 2012 EDDM Plan
Feb
Television
March
April
Aug
Sept
4 Weeks
(230
TRPs)
Under
Consideration
20 Titles
Web
Banners
10 titles
1.3 Billion Impressions
Search
Optimize words and phrases
Small
Business/
Franchisee
(2,500,000)
Email
Tradeshows
July
Under Consideration
Print/BRM
GYBD
Events
June
9 Weeks (500 TRPs)
Radio
Direct Mail
May
Printer
Follow-up
(60,000)
Large
Business/
Franchisor
(500,000)
(1,000,000)
EDDM/
DM Hub
EDDM/
DM Hub
Small
Business/
Franchisee
(2,500,000)
(1,000,000)
Shipping
EDDM/
DM Hub
Shipping
EDDM/
DM Hub
Small
Business/
Franchisee
(2,500,000)
(1,000,000)
Shipping
EDDM/
DM Hub
EDDM/
DM Hub
(1,000,000)
EDDM/
DM Hub
EDDM/
DM Hub
Dates TBD
Webinars
EDDM Revenue
Run rate
$40M /Month
$ 50M /Month
$60M /
15
Message Strategy
Find the customers that matter most.
With Every Door Direct Mail from USPS, you can reach every home, every address,
every time.
Problem
I need an effective
advertising tool that
reaches the consumers
near my business
Solution
With Every Door Direct
Mail you’re in control of
which areas receive your
message.
Problem
I need an easier/simpler
way to reach potential
customers near my
business.
Problem
I need a cost effective
way to attract customers
to my business.
Solution
Solution
With Every Door Direct
Mail, it’s as simple as
picking the neighborhood,
zip code, or geography
you want to reach.
With Every Door Direct
Mail you can reach every
home, every address,
every time for less than
$0.15 in postage.
Every Door Direct Mail
The Marketing Plan
Small Business
Results to date through our Retail Channel
54,000 transactions
$10.5 Million in revenue
97 Million pieces
Every Door Direct Mail
The Marketing Plan
Franchise owners
Targeting For 2012 EDDM Efforts Will Be Focused on
Categories and/or Businesses Showing the Most
Interest/Success in 2011
For examples, franchisor/franchisee strategy includes 3-prong approach
Grocery
Restaurants
Franchisor
(HQ)
Franchisor/
Franchisees
Realtors
Franchisee
Local
Marketing
Association
(LMA)
Professional
Services
Auto
Dealers
Franchisee/
Local Stores
Sales Tiger Teams
19
Every Door Direct Mail
Franchise Testing
Every Door Direct Mail
The Marketing Plan
The Product
2 Most Popular, Approved
Sizes for EDDM
1. Tri- fold menu mailer
2. Oversized postcards
Why are these
sizes so popular?
• Broad range in size
• Supports maps, coupons,
calendars, etc.
• Cuts through the clutter
• Showcases your message
• Made to fit your message
ACCESS THE ONLINE TOOL AT
eddm.usps.com
™
Every Door Direct Mail
online tool
• Identify carrier routes
• Determine how many
pieces you’ll need
• Create the necessary
mailing documents
• Calculate postage in
real time
ACCESS THE ONLINE TOOL AT eddm.usps.com
Landing Page
What if your business could…
Increase net sales by 25%
Grow from 500 to 800 orders a day
Promote to every neighbor within a 10 mile radius
This is exactly what franchise owners that use Every Door
Direct Mail did!
You Can Too!
Case Study
Industry: Quick Service Restaurant
Mail Date: December 16, 2011
Offer: Value meal for $2.99 and $4.99
Format: Oversized Postcard
Target: Neighbors within 2 mile radius of restaurant
Results: 13% and 22% increase in store traffic and redemption
rate.
™
More Every Door Direct Mail information
LEARN MORE AT usps.com/everydoordirectmail
Any Questions?
Contact Customer Service
•
Call: 877-747-6249
•
E-mail: EDDM@usps.gov
Thank you.
©2011 United States Postal Service®. All Rights Reserved.
The Eagle Logo is among the many trademarks of the U.S. Postal Service®.