Postcard Printing – Exploring Direct Mailing and EDDM

In today’s digital age, where emails and social media reign supreme, postcard printing might seem like an old-fashioned marketing tool. But don’t be fooled! Postcards still hold a unique charm and can be a powerful way to reach your target audience. But with so many options available, it’s natural to wonder: What is the difference between direct mailing and Every Door Direct Mail (EDDM)? This blog post will guide you through these two popular postcard printing strategies, helping you choose the best fit for your needs.

Direct Mailing:

Direct mailing involves sending physical postcards directly to a specific list of recipients. This list can be compiled from various sources, such as purchased mailing lists, customer data, or event registrations.

Here’s how it works:

Design and print your postcards: Capture attention with eye-catching visuals and a clear message.
Acquire a mailing list: Ensure your list is targeted and relevant to your product or service.
Work with a mailing service: They can handle printing addresses, sorting, and postage.
Track and analyze results: See how your campaign performs and adjust your strategy if needed.

Benefits of Direct Mailing:

Targeted reach: Reach a specific audience based on demographics, interests, or location.
Increased engagement: Physical mail can stand out from the clutter of digital messages.
Tangible and memorable: Postcards can be displayed, shared, or kept as a reminder.
Measurable results: Track response rates and adjust your approach based on data.

However, direct mailing also has some drawbacks:

Higher cost: Compared to digital marketing, direct mailing can be more expensive due to printing, postage, and mailing list acquisition costs.
Time-consuming: Setting up a targeted mailing list and managing the logistics can be time-consuming.
Environmental impact: Consider the environmental impact of paper and ink usage.

Every Door Direct Mail (EDDM):

EDDM, offered by the United States Postal Service (USPS), is a postcard printing option specifically designed for local businesses to reach a broader audience in their surrounding area.

Here’s how EDDM works:

Choose your target delivery area: Select ZIP codes or neighborhoods you want to reach.
Design and print your postcards: Follow USPS guidelines for size and content.
Drop off your postcards at the post office: They handle sorting and delivery within your chosen area.

Benefits of EDDM:

Cost-effective: EDDM is generally cheaper than traditional direct mailing due to discounted postage rates.
Easy to set up: The USPS provides user-friendly online tools to plan your campaign.
Reach a wider audience: Target potential customers within a specific geographic area.

However, EDDM comes with limitations:

Less targeted: You cannot target specific individuals, only zip codes or neighborhoods.
Limited customization: You must adhere to specific USPS size and content guidelines.
Uncertain results: Measuring the effectiveness of EDDM can be challenging.

Choosing the right approach:

The best choice between direct mailing and EDDM depends on your specific marketing goals and budget.

Choose direct mailing: If you have a targeted list and want more control over who receives your postcards, direct mailing might be the better option.
Choose EDDM: If you want to reach a wider local audience and cost-effectiveness is a priority, EDDM could be a good fit.

In conclusion, both direct mailing and EDDM offer unique advantages for postcard printing** campaigns. By understanding the strengths and limitations of each approach, you can choose the strategy that best aligns with your marketing goals and resources. So, unleash the power of paper, design captivating postcards, and explore the exciting world of direct marketing!

FAQs about Postcard Printing

1. What are some creative ways to use postcards besides marketing?

Postcards can be used for various purposes beyond marketing, such as:

Sending personalized messages: Send thank you notes, birthday greetings, or invitations with a unique touch.
Sharing travel memories: Capture the essence of your travels with beautiful postcard photos.
Creating artwork: Use postcards as a canvas for your artistic creations or photography.
Promoting community events: Spread awareness about local events, festivals, or fundraisers.

2. What are some eco-friendly alternatives to traditional postcard printing?

While traditional paper postcards have their charm, consider these eco-friendly options:

Plantable seed paper postcards: Made from recycled paper embedded with wildflower seeds, these postcards can be planted after use, promoting sustainability.
Recycled paper postcards: Opt for postcards made from recycled materials, reducing your environmental impact.
Digital postcards: Consider sending electronic postcards through email or social media platforms to eliminate physical materials altogether.