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3 ways to help boost your lead generation through EDDM
If you've been following my discussions here on SEOclerks, you've likely heard me talk about EDDM and how it can benefit your business. EDDM stands for Every Door Direct Mailing and it's basically when you send out a massive amount of post cards to potential clients around your area or in an area you want to target. EDDM is not a new way to generate clients, it's actually older than the internet is and that's probably one of the reasons it's not a well known to us online marketers. We all want the best way to capture a client, and we look online to find out what that is, which means we likely don't think of offline ways to do so.
I've done my fair share of EDDM campaigns and I've learned quite a bit from them, mainly these 3 ways to help boost your lead generation through EDDM campaigns
Less is More
With EDDM campaigns, you don't need a 10 page pitch to turn someone into a new client. You can use 100 words or less to turn them from a random person into a dedicated client that will work with you for years to come. You don't need to out big packets either, you can send out small post cards, which will reduce the cost of sending. Sending out thousands of pieces of mail can get really expensive if each piece weighs over a certain amount or is larger than a certain size, so be sure to keep them small and only put the perfect pitch on the mailing in order to capture as many people as possible.
Having too much content or images on your mailings can actually work against you, even if you think it looks amazing. If you add too much on your mailing, the person reading it likely won't be able to keep their attention on a specific part of it, the part you need them to read before they turn into a client. Plenty of businesses have simple post cards being sent out each day, and they don't have much content on them. Of course, you'll need to get specific and add your top sellers or categories to the post card in order to get more potential clients to call you.
You'll need to remember one thing, if you're selling a service that costs the client thousands of dollars, you'll need to add a little more information in there than normal. If you're selling a pair of shoes, simply adding an image of them to the mailing with a little bit of text will go a long way. The more expensive the item is, the more description it needs. And they all will need a proper call to action in order to funnel people to your website in order to make a sale.
Don't add just one Call to Action
Most of the time people will simply scan over your mail and not really go into depth and read every little piece of content that is on there. For this reason, you will need to add multiple call to actions on there in order to increase your chances of getting them to see your website, your pricing, your pitch, etc.
Let's say you're mailing out a smaller post card around 4x6, you can get some information on there and a few URLs, which will increase the chances of bringing people to your restaurant, bar, seminar, event, or even getting them to go to your website and make a digital purchase. If you were sending out something a little larger, like an 8x5 or even an 11x6, you could get your website on there multiple times without it looking too spammy. Getting a call to action on each side of a post card, two times, is going to result in more sales through your website or people calling your business lines.
A lot of people reading this are probably thinking "This is super easy to do, I don't know why you're typing up this discussion" and the ones who think that likely never sent out a post card in order to capture a new client lol This is easy, when you're looking from the outside, but it's actually pretty elaborate when you get down to it. You need the right sized mail, the perfect amount of text, the right amount of images, and the right amount of URLs on there all while not having it turn out to look like spam.
It's all about the sizzle, not the steak
Your EDDM campaigns are more about selling the sizzle and not exactly getting them to buy the steak. This means you have to we their appetite with well thought out text and URL placement. If you can't do that, you won't notice an increase in sales through your EDDM campaigns.
Many people try to create too much hype about their product on each mailing, they are reducing the effect their website will have on the client. You need to give out little snippets of information to wet the readers appetite and the main course, as well as the dessert, will be on your website to seal the deal.
Don't go overboard with your selling and pitching on the mailing, no one will read it all and think "Man! I love all the information on here!" because they will likely throw away the mailing before they get half way down the first side lol. You need to think of the mailing campaigns as a sales funnel. You will be getting them to your website and that's where they will turn into a client. This is similar to email marketing, PPC campaigns, banner ads, etc. You set up all of these to create a sizzle and then they get the steak when they actually click through or search up your website
You need to get right to the point while having well placed images that are the highest quality possible. You can't add too much content because it will turn people away, remember, people have short attention spans and you need to get the point across as soon as they read your mail. Get your URL on each piece of mail 4 times, twice on the front and twice on the back, without having it look spammy. If you can do these 3 big things, you can start to dominate all of your EDDM campaigns
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