Direct mail is among the most cost-effective ways to reach your audience. Even though design, printing and postage, per se, isn’t inexpensive, when you average out the Return On Your Investment (ROI), it is still pretty strong when you consider other marketing opportunities. And, while most people today are looking to online marketing vehicles, direct mail (while still very strong) is become less of a cluttered space so your message can stand out more.
Recently we learned that the USPS is offering its Every Door Direct Mail program – a program which allows you to drop off up to 5,000 mailing units to the post office where you want your mail (standard mail flats only) delivered – for a fraction of the postage cost. For example, you can provide the post office with 5,000 5″ x 7″ double sided postcards and they’ll be delivered to the 5,000 homes that you specify within a specific territory. You can choose your territory by city, county or zip code, then play with the territory until you reach 5,000 homes. You can add business addresses as well if that’s a target market for you.
Postage start at 14.5 cents per piece, which is less than half of a postcard stamp cost (as of January 22, 2012, a postcard stamp costs 32 cents).
- You don’t need names or addresses
- You can make arrangements to drop off your mailing to the post office and your mail carrier will do the rest
- Very cost-effective
- Great for new businesses in the area or businesses who want to re-introduce or remind its local market that it is still around
- You don’t have control as to whom receives your piece (other than the fact that you’ve chosen the geographic territory)
- You still need to pay to have your mailing piece designed, printed and delivered to the post office (and, obviously, pay for the postage)
It’s a nifty option for those of us who still enjoy getting mail or to reach a very hyper local market which is so important to businesses like independent retailers, restaurants, health clubs, hair salons and dry cleaners.
Is this something you’d be willing to try (or have tried)?
Megy Karydes is principal of Karydes Consulting, a boutique marketing and communications firm that specializes in working with both for profit and not-for-profit organizations. This post is part of her weekly Marketing Monday tips. While she enjoys learning about new companies online, she still looks at every single piece of mail that comes through her door.