Every Door Direct Mail (EDDM) offers a cost-effective way to reach a large audience through the USPS. But how much does it actually cost? The answer, unfortunately, isn't a simple number. EDDM pricing depends on several factors, and understanding these is crucial to budgeting effectively for your marketing campaign. This guide will break down the key components influencing EDDM costs, helping you accurately estimate your expenses and maximize your return on investment.
What Factors Influence EDDM Pricing?
Several key factors determine the overall cost of your EDDM campaign:
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Number of Pieces: This is the most significant factor. The more postcards or flyers you print and mail, the higher the overall cost will be. Prices are typically calculated per piece.
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Printing Costs: The type of paper stock, printing method (e.g., offset printing, digital printing), and the number of colors all affect the cost per piece. High-quality paper and full-color printing will naturally be more expensive than simpler options.
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Design Costs: If you're hiring a graphic designer to create your EDDM materials, factor in their fees. This cost can vary significantly depending on the designer's experience and the complexity of the design.
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Postage: USPS EDDM postage rates are based on the size and weight of your mail piece. While generally cheaper than standard mail, understanding the weight and size regulations is vital to avoid extra charges.
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Mailing Services (Optional): Some businesses choose to outsource the entire EDDM process, including printing and mailing, to a professional marketing company. This will add to your overall cost but can save you time and effort.
How Much Does EDDM Postage Cost?
USPS EDDM postage rates aren't fixed; they change periodically. Therefore, it’s crucial to check the latest rates on the USPS website. However, you can generally expect EDDM postage to be significantly lower than First-Class Mail. The cost is calculated per piece based on its weight and size, and it's typically much more affordable because it doesn't require individual addressing.
What are the USPS EDDM Size and Weight Restrictions?
Understanding the USPS EDDM size and weight limitations is critical. Exceeding these limits will lead to higher postage costs or rejection of your mail. Always check the official USPS website for the most up-to-date information on allowed dimensions and weight.
How to Get Accurate EDDM Pricing
To obtain the most accurate EDDM pricing, consider the following steps:
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Determine your target audience and mailing area. This allows you to calculate the number of pieces needed.
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Choose your printing method and materials. Obtain quotes from different printers to compare costs.
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Design your mailer. Get quotes from designers if needed. Factor in design costs into your budget.
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Calculate postage costs using the USPS website. This step is crucial to ensure you accurately budget for postage.
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Get quotes from mailing services (optional). If you're outsourcing, compare quotes from several companies.
What are the Hidden Costs of EDDM?
While postage and printing are the most obvious costs, be mindful of potential hidden expenses:
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Design Revisions: If you're using a designer, unexpected revisions can add to the cost.
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Printing Errors: Mistakes in printing can necessitate reprints, adding unexpected expenses.
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Incorrect Addressing or Sorting: Errors in addressing or sorting your mailpieces can lead to delays and potential extra charges.
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Unforeseen Circumstances: Always budget for potential unforeseen costs or delays.
Is EDDM Worth the Cost?
The value of EDDM depends largely on your business goals, target audience, and the quality of your marketing materials. A well-designed and targeted EDDM campaign can yield a high return on investment, especially when compared to other direct mail methods. However, a poorly designed campaign will be a waste of resources. Thorough planning and careful budgeting are essential.
Frequently Asked Questions (FAQ)
How much does EDDM cost per piece?
The cost per piece varies dramatically depending on printing methods, materials used, and the quantity ordered. It's impossible to give a definitive answer without specifics. You need to get quotes from printers and calculate postage costs.
Can I use EDDM for my business?
Yes, EDDM is a versatile marketing tool suitable for various businesses. It's particularly effective for local businesses looking to reach a geographically defined audience.
What are the advantages of using EDDM?
EDDM offers cost-effectiveness compared to traditional direct mail, it provides targeted reach within a specific geographic area, and is easy to set up and manage through the USPS website.
What are the disadvantages of EDDM?
EDDM lacks precise targeting compared to other methods, requiring broader outreach. It also doesn't guarantee delivery to every address in the chosen area. Moreover, improper execution can result in wasted resources.
By understanding the intricacies of EDDM pricing and planning your campaign carefully, you can leverage this powerful marketing tool to reach your target audience effectively and cost-efficiently. Remember to always refer to the official USPS website for the latest regulations and postage rates.
