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United States Postal Service’s Every Door Direct Mail® Program Makes it Easy to Reach Local Customers

Every Door Direct Mail®

Every Door Direct Mail®



Direct mail is proven to be effective. It cuts through the white noise of online or email advertisements, and a tangible piece creates a more personal, emotional connection to your audience. The United States Postal Service has introduced a new program that is making it easier to reach more potential customers in your area! It’s called Every Door Direct Mail®, or EDDM, and boasts all the great aspects of direct mail and more…


Features:


*Reduced postage costs – EDDM is as low as 14.5 cents per postcard, which is nearly half of regular postage costs

*You’ll reach every household and business within your exact specifications

*You don’t have to buy mailing lists or postage permits


How Every Door Direct Mail® works for you:


  1. Tell us where you want your postcards delivered… you can choose to reach an audience within a certain radius of your business or in specific zip codes. Select residential or business locations… or both!

  2. Our graphic design team will work with you to create the perfect postcard for your promotion

  3. We will print and package your postcards according to USPS specifications

  4. We will drop your postcards off at the correct Post Office, and they’ll be on their way

Personalize Messaging with Variable Print

Hey, you! When’s the last time a generic greeting caught your attention more than hearing your own name? We can’t think of one either. Whether you’re walking down the street or planning a marketing campaign – people like personalization.

Why not tailor your communication techniques so they’re unique for each of your customers? Variable printing is more effective at prompting your reader to take action and can be printed on coupons, brochures, direct mail and more! Instead of sending out 1,000 identical mailings to your customer contact list, (we’ve heard it called “spraying and praying,”) send one mailing inviting James or Jennifer by name to check out your new inventory, or ask a customer if they need your services in their home at 14 Front Street.

You can customize prints with a variety of different things, but the most common ones businesses request are customers’ names, purchase history, demographics, and geography. You could even include a customized map that shows your customer exactly how to get to your business from their home – these direct mail pieces have been shown to generate a 40% higher response. Here are some examples of variable printing pieces:

Variable Print Examples


Another way to create a customized experience for your customer is to include a pURL, or a personalized page that’s a part of your website. pURLS have some of the same fun, interactive elementthat we talked about with QR Codes in an earlier blog post. Directing a respondent to a pURL makes it possible to track responses, giving you a way to measure the response rate and success of a mailing.


There are many ways variable printing and/or a personalized URL can be integrated into your next marketing campaign. Contact us today for ideas on how to take your campaign to the next level.

Tips for your Printed Pieces

We’ve been in the business for over 25 years, so we’ve been able to see what works and what doesn’t work when it comes to graphic design. Here are some tips to make it easier for you to end up with a printed piece you love:

1. Pay attention to resolution.

If you’re a graphic designer, you know that PPI means image resolution that you see on a computer monitor, and DPI is resolution that shows up when you print something. So what does it mean for the rest of us?

Make sure any images you use in printed pieces are at least 300 DPI (if you pull an image off of Google, for example, it could have a DPI as low as 72… which won’t show up looking sharp).

You can check the DPI of an image by right-clicking on an online image file > select “Properties” > click the “Summary” tab > click “Advanced Properties” > check out the “Horizontal Resolution” and “Vertical Resolution,” which will tell you the DPI.



A low resolution can make even a great picture seem dull.

A low resolution can make even a great picture seem dull.



2. Optimize your file format.

If you want to scan an image, save it as a TIF (.tif) or EPS (.eps). File formats like GIF or JPG can make your image look blurry and off-color.

3. Convert to CMYK.

Computer monitors use RGB (Red, Green, Blue), while printers use CMYK (Cyan, Magenta, Yellow, Black). So, your piece will look a little different printed than it did on the screen. Make sure to order a hard copy proof if matching colors is absolutely critical.



Always convert images to CMYK using programs like PhotoShop or Corel PhotoPaint for printing

Always convert images to CMYK using programs like PhotoShop or Corel PhotoPaint for printing



4. Work with a Graphic Designer.

To make sure you’re getting the highest quality and best price, bring your work to a graphic designer, who can produce creative work that meets all the requirements we described above.

When QR Codes and Quarterbacks Collide


In less than a week, the 46th annual Super Bowl will kick off in Indianapolis, Indiana. Whether you’re a Giants or a Patriots fan, or just watching for the halftime show, almost everyone can agree that the Super Bowl commercials have become almost as big a phenomenon as the sport itself. This year, there’s something new on the scene – QR codes. Don’t be surprised when a black and white code shows up on your screen, and you’re prompted to scan it with your smart phone. These codes can lead to mobile phone-specific website content, videos, or even contests.

But say you don’t have $3.5 million to spend on 30 seconds of air time (yes, that’s the average Super Bowl commercial price!) to reach the 40% of wireless users who currently own a smart phone… can you still take advantage of QR codes? Absolutely! QR codes are an interesting way to drive traffic to the web, and they are easily added to any printed piece, from business cards to billboards to flyers. We’ve seen it from many companies, including Macy’s, HBO, and Toyota. Your company, no matter its size, can be next.

Interested? Check out our previous blog post, which offers tips on how to use QR codes to capture and interact with your audience in a whole new way.

Coming Soon!

Our new website was launched October 12, 2011. Please check back here within the next few days for our first blog posts. We hope that this will become a helpful resource for you!