ParcelPedia Podcast

Every Door Direct Mail: The Secret Weapon for Local Business Growth

• James Banks • Episode 33

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EDDM: Do You Offer Every Door Direct Mail?

Marketing to an entire neighborhood without buying an expensive mailing list sounds impossible, but that's exactly what Every Door Direct Mail (EDDM) delivers. We dive deep into this powerful yet underutilized marketing tool that's helping local businesses dramatically increase their visibility.

James Banks, owner of ParcelPedia, breaks down exactly how EDDM works and why it's gaining traction among savvy business owners. The beauty of this approach lies in its precision targeting capabilities – by selecting specific zip codes or neighborhoods, your marketing materials reach exactly the audience you want. Whether you're a realtor focusing on certain developments, a new business announcing your arrival, or an established company promoting seasonal specials, EDDM puts your message directly in the hands of potential customers.

The conversation covers the complete EDDM process from design to delivery, including flexible service options to match any business need or budget. James explains the impressive economics (approximately $1 per household) and the multiplier effect that makes EDDM particularly valuable – when you reach 500 homes, you're potentially connecting with 1,500+ people due to multiple household members seeing your materials. Unlike digital advertising that disappears in seconds, physical mail pieces have staying power in homes, often viewed multiple times before being discarded. 

Ready to try this proven marketing approach? Mention "podcast" at ParcelPedia to save 10% on select shipping services and discuss how EDDM might work for your business goals!

To learn more about ParcelPedia visit:
https://www.ParcelPedia.com
ParcelPedia
8992 Preston Road, Suite 110
Frisco, Texas
972- 335-1450

Speaker 1:

Welcome to the Parcelpedia Podcast, the ultimate guide to all things shipping and business services in Frisco, texas, from US mail and FedEx to private mailboxes and packing supplies. We've got you covered. Stay tuned for a special discount code to save on your next order. And now delivering expert tips and insider insights with a smile, here's your host, james Banks. Owner of Parcelpedia.

Speaker 2:

Marketing to an entire neighborhood without buying a mailing list. Eddm makes it possible. In this episode, james walks us through how Parcelpedia supports businesses using Everydoor direct mail to target local audiences with precision. Welcome back everyone. I'm Sofia Yvette, co-host and producer, back in the studio today with owner of Parcelpedia, james Banks. James, how's it going today? Hey, sofia, I'm doing well. How are you? James? How's?

Speaker 3:

it going today. Hey, sophia, I'm doing well. How are?

Speaker 2:

you. I'm also doing well and it is great to have you back on today, james. Now this topic is big for local businesses. Can't wait to dig into how EDDM works and why it's gaining so much traction. So all our listeners today want to know do you offer EDDM or every door direct mail?

Speaker 3:

No, yes to answer the question, sophia. Yes, we do, definitely and 100%. You're spot on. It is definitely a advertising tool that's been used. It's tried and true as far as its productivity and its results.

Speaker 3:

Eddm, or Every Door Direct Mailer, is kind of a mouthful that's why it gets acronym there to EDDM, but it is exactly what it sounds like it is a mail advertisement campaign that uses zip codes so that you can target specific areas of like neighborhoods or companies or businesses that will fit your needs. So you know you don't want your advertisement going to Las Vegas. If you're a company based in Texas, you know how does that help you. So you can target the exact area that you need if it's local, specific to you, or the exact type of customer you need if it's local, specific to you, or the exact type of customer you need if it's specific to your industry. It's a really powerful tool and I would love to go over some of the different ways it works and some of the different ways that we can help you with that and offer that to you. So it kind of gets broken down into two main ways. So one is basically we can help you with just the printing aspect. So if you're like hey, I have an idea, I want to send out a flyer or postcard and I want to send out about a thousand of them. We can help you with the full process. You know, designing, printing and boom, now you come, pick up, you have your thousand flyers.

Speaker 3:

Some people like that way, so they like to do the door to door process, where they may meet people out in the street, have a group of people and they have a campaign where they do exactly where they want to go, and then you have what's called the full service EDDM, which entails the entire process, so designing, printing as well as mailing. So all you're doing really is just providing the design and pointing out the location that you prefer, whether it's by zip code, whether it's by neighborhood, whether it's by city. We always can scale it up to whatever you need and then from there you're done, and if you're included in that area, of course you'll get your own eventually, um, and so the cool thing is obviously this sounds like it's really geared towards businesses, um, and which it is. It's an advertising tool, so most people probably don't need to use it if they're just sitting on a birthday invite. You know, I want 500 strangers showing up to your birthday party.

Speaker 3:

But if you're doing you know a big company, fundra, if you're a new business in the area, if you're a realtor and you're trying to get your name out there, you just started. It's a great tool. Realtors love it because when you're talking about targeting specific areas, it's great. There's houses that they know, houses that they've been shopping, houses that they've taken clients to already. So it's better to get people that go in the area that can actually use your services. Um, but yeah, it's very um helpful when you need to get your name out fast, but in a way that's not aggressive. You know it's not a pop-up ad that you can't get rid of. It's not a text campaign that just sliding your phone up left, left and right all day, all night again sounds like it's here to small business, which it is. But if you're an individual, you've probably experienced eddm in your life. If you ever went to your mailbox and grabbed your mail, you see oh nice coupon.

Speaker 1:

I need an oil change $10 off.

Speaker 3:

I'm going to go here and it may not say John Smith 123 Road. It may say our valued guests or our customer or, hopefully, new customer, but that's EDDM. It's direct mail right to your door to let you know what that company does, what they have to offer, and typically it's something that will help you know with brand recognition and getting your name out there. So we love doing the edm because we know it's a great tool, especially for people starting out, starting small business, starting realtors. It's just a great way to get your name out there.

Speaker 2:

Um again, without being aggressive, without overloading anybody so, james, how does parcelpedia support customers who want to use EDDM?

Speaker 3:

Again, we support you in any way. Really, If you need just help designing your card and you decide, oh, I have a printing buddy I'll use, but I need help design, we'll help you with the design process.

Speaker 3:

We're not trying to chain you down to the whole process. If you say, hey, I have a design and already perfect laid out, I have the image, I just need to print it, We'll help you with the printing aspect. If you say, I have the image, I just need to print it, We'll help you with the printing aspect. You say I don't know what I'm doing, but I know I want to send this amount of people. My business card will help you for the full service. You know design, print and mail. So again, it's nothing where you're tied to any like contracting like that. We're just here to help you. And so whichever part of the process you need help with, we'll do that. If you need to do it from A to Z, we're here for you. If you just need the Y to Z, we're here for you. So, no matter what it is, we're happy to help and it's just a great tool. We love utilizing it for our customers.

Speaker 2:

That's Gracie here. James, now, from A to Z, let's talk about how long that process takes.

Speaker 3:

Very good question, man. Sophia, business woman. I love it. That's the right question to ask. So that's another great thing.

Speaker 3:

Printing is always some of the most time because you have to wait for the material to get printed, sorted and then sent out. But from A to Z, let's say that we meet, we create a design and we're happy on it, and the next day we send it to print and let's say that day is Tuesday you can expect your items to mail out within two weeks. So it's very fast when you consider the turnaround and the area. So when I say zip codes, I mean we're talking anywhere 500 to a thousand homes, so it's not just in that street, it's a good sweeping area and they go out all and they can land on a specific date as well, which is really cool. So if you're hoping to land for a holiday type special that you have on your you know, on your flyer, you can make sure they land like a few days before the holiday or a week before the holiday, so you can pick your days too. It's really cool.

Speaker 2:

Now, james, you know I'm going to hit you with this question what is the pricing look like for EDDM?

Speaker 3:

So the EDDM pricing is? It's very similar to any type of large print job pricing, if that makes sense. So anytime you're printing flyers, anytime you're printing business cards anyone that's familiar with that they know the more you order, the cheaper it is per card. So if I order just two business cards it may cost me $5 a card. Oh my goodness, $10 for two cards. But then I could go order a hundred cards for $12 and it's not a no brainer. I'll go get the a hundred cards, you know.

Speaker 3:

So it's the same thing with the EDDM. The larger quantity that you purchase with a larger amount of addresses that you address or reach out, to, the lower the amount per item is. Typically, when you look at around 500 to about a thousand homes on a, say, six by nine postcard, you're probably looking at about a dollar and change per card. So obviously that can scale up like whoa, that sounds like that, that's like 500, right, james? Like yeah, that's 500. But again you're reaching 500 homes, 500 businesses.

Speaker 3:

Most homes are not, you know, if you're talking about a single family residential neighborhood, it's a three-bedroom house, there's a good chance there's more than one person living there and so then exposure can easily multiply by two to three, just like that. So even though you only sent out 500 cards, potentially 1500 people now seeing your business and that's kind of getting on the low end. That's where you see the power in the tool, because you are able to be exposed so naturally because it comes with the mail and so wide, such a wide sweeping area. So it's really cool. People really love it because when they get their own postcard in the mail, they include themselves in the zip code and they come back like hey I got my okay there we go.

Speaker 3:

That means, your neighbor's got it too.

Speaker 2:

Right, definitely so. It's all about those law of averages. At the end of the day, it sounds like.

Speaker 3:

Yes, yes, so and working with your business and, of course, if you have a specific budget, we'll work with you within that budget. We're not here to push you past what you can't handle. And from the first success of that first time you use it.

Speaker 2:

It may help you build up and expand going forward. Thanks for the rundown, james. Sounds like EDDM is an easy win for local visibility. Looking forward to more smart shipping tips next time. Take care, james.

Speaker 3:

Thank you, take care.

Speaker 1:

Thanks for joining us on the Parcelpedia podcast. Don't forget mention podcast at our store. To snag 10% off select shipping services, Stop by at 8992 Preston Road, Suite 110, Frisco, Texas, or give us a ring at 972-335-1450. We're here to make your shipping a breeze. Until next time, keep shipping and smiling.