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3 ways to help boost your lead generation through EDDM



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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 3 ways to help boost your lead generation through EDDM


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 3 ways to help boost your lead generation through EDDM  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 3 ways to help boost your lead generation through EDDM



In Conclusion
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 3 ways to help boost your lead generation through EDDM



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Thanks!

Razzy

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treecko142

EDDM could definitely still work in this day and age, but it's important for people who want to use this strategy to focus on your first key point, that being "less is more." Part of why this strategy fails is that most mailers just drop loads of information on a potential customer that it's just considered spam. Focus on the essentials of your business and your service.




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TommyCarey

Exactly 3 ways to help boost your lead generation through EDDM

You can't fill up your advertisement with a ton of images and content because it won't grab anyones attention. If you can figure out the right combination of images and text, you'll boost your sales almost every time you send out a wave of letters or postcards.

Now, there is a low success rate with these, but that is because people only track instant results. If you were to track your sales 3+ months down the road and see who is being referred by a postcard, simply by asking how they found out about you, you'd be surprised how many people held onto your little advertisement for 90 days before they pulled the trigger and bought something from you or came into your business 3 ways to help boost your lead generation through EDDM




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treecko142

That's another good point. Part of your marketing plan should involve some sort of research to find out which of your advertising strategy has worked the most in bringing you new customers. This way, you get to find out if you should continue with your current strategy or adopt a new one. A simple question about how they found out about your business can really help you save some budget.




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Martinsx1

This I agree with completely without any shadow of a doubt. Personally, I'm ached with reading mails that are too long. In fact, I'm not sure if I have ever completely read a long mail. It turns me off, so a marketing mail that is too long would have no effect or impact on me. Keeping it less is very important.




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Corzhens

I have to disagree with the EDDM not because it is not effective anymore but due to the other tools and the means that you can use instead of that door-to-door mailing system that is not that every effective. I have been studying social media advertising and looks good to me that it is not that difficult because the prospects are already there and all you have to do is to post about your business. Anyone who would react is an instant prospect.




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cmoneyspinner

So far I have yet to use any kind of email marketing strategy. But this is my first time hearing about EDDM. But even if a person is not using EDDM, your tips can be adapted for other marketing strategies. Especially Tip #2, using more than one CTA, call to action. I never thought of that!! (O.o)




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TommyCarey

Yeah, not many people are getting into EDDM because it's an offline marketing technique. Usually, you need around $2,000 to invest when doing an extensive campaign and you can't worry about losing all of it on a bad campaign. This is why only bigger companies are doing it, mainly because that's a drop in the bucket for them when it comes to profits and they can always make that back with a basic email newsletter they send out with a discount coupon lol 3 ways to help boost your lead generation through EDDM

You can definitely adjust this to work with any type of marketing, I tend to use a few call to actions on my websites pages in order to boost my conversions. I'll add one to the top section, middle section, as well as the ending of the page so people can click through when they decide they want to make a purchase. Obviously, I'll only add the 3 CTAs when I have longer pages with 3,000+ words of content, because it would look odd have 3 call to actions on a page with just 500 to 1,000 words of content. It might even look spammy, and that's never a good thing when you're a professional 3 ways to help boost your lead generation through EDDM




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overcast

Me too have not yet used the email marketing strategy. I can tell you that some of the time lead generation takes time. And even harder part is making use of the optin box. I don't know how many sites can get the subscribers these days. I find it harder.




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kgord

I would be hesitant to try this method, because not only does it take time and money to do the mailings. I am not sure if it is cost effective. Most of the time when I get unsolicted things like that in the mail, I might glance at them, but most go in the trash. I can't think of any businesses I have really called due to a flyer or postcard.




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Kakashi2020

I agree with you on that, because this marketing technique nowadays can only be applied successfully in certain niches and areas, unlike in the past. Nowadays it's a specialized technique in reeling in pin pointed target market or a certain locality.




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kgord

Yes, I mean it is kind of an old fashioned way of appealing to customers. That doesn't mean that it doesn't have it's place, but I think it should be confined to people who already have something of interest in what you are selling.




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TommyCarey

True, you could be waiting for 6 months before you start to see profits from just your first mailing. This is why only bigger companies are doing it, they can afford to spend hundreds of thousands in Every Door Direct Mailing campaigns and not worry about going bankrupt.

If you were to go and try this method, be sure to target areas within your location that have a higher income than most. You may want to target your own area, but if your median income is $100,000 and you can target a section that has a median income of $250,000 a year, you're better off targeting the people with more money because they're more willing to make a random purchase to try something out over the other households which may not want to branch out of their comfort zones.




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Martinsx1

6 months in waiting before one can make money from using EDDM is a very long time for one to hold on before seeing proceeds from one's work.

It's going to be very hard for one to stay without any fund for 6 months unless there are other means of income such individual would be sustaining himself or herself till the EDDM starts paying.




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Kakashi2020

Both offline direct mailing and online email have their strengths and I have to agree with what you said because it's correct, and I know it is because I've done alot of email and direct mail campaigns in the past for several companies.

Whats wrong about email campaigns and direct mail nowadays is that whoever suggested that long letters and explanations can brainwash people into signing up or buying products is well an idiot. I know this things because I was trained to teach it in the first place, what really works, as you have said are well made interest and attention grabbing short letters which has a straight to the point tone leading to a two step technique, wherein a first letter would be an introductory letter stating your general services and products then reel him in with an attached questionnaire, then the next procedure well be creative.




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Martinsx1

In as much as I wouldn't be trying EDDM campaign anytime soon, but I would still take time to appreciate how good it's going to for one's project if it's carried out in the right manner. Presence matters a lot in any form of marketing, so trying to keep pace with being in constant information relaying to your potential clients would get them to fancy taking your offer up.




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Corzhens

This reminds me of an invitation to a website that contains a very long pitch that the central idea is in the bottom. That style is a turn off and I’d say not effective because the prospective client will be reading up to 3 sentences only or maybe up to half of the literature. For sure, the reader will exit without even knowing the exact idea of what the website is all about. From what I know, a pitch is just 1 sentence to a maximum of 3 sentences. The shorter, the better.




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jpk0007

Well, I think that EDDM is something that can be very effective in targeting an audience who is not always present on the internet. Avoiding the trap of overdoing things just because you are sending a small postcard to promote your product is very essential. If you are able to create content that is precise and effective in encouraging potential customers to visit your website to see the further details then it will definitely be a successful method to target consumers offline. Most of the times people try to stuff in all the little details about the products and thus fail to attract the attention of any potential customer.




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