If you are looking to generate customer traffic from nearby neighborhoods, then you will want to check out the new Every Door Direct Mail program from the US Postal Service.
The Every Door Direct Mail program allows you to reach people in a neighborhood, zip code, or postal route without having to have or purchase a list of names and addresses. By using the USPS’ online tool, you specify the area you wish to market to and the program automatically generates the list for you.
When you visit the Every Door Direct Mail you select one of two choices for your starting point, represented by two tabs on page. Once you select your starting point, you are guided through a 4 step process to complete your mailing. Here is a screen shot for the retail tab:
Use the Retail Entry tab if your mailing meets:
- Is 5,000 pieces or less
- Standard Mail® flats only
- Has a per piece weight of 3.3 ounces or less
Additionally, your mail must be dropped at the Post Office that services the carrier routes you are targeting.
If your mailing does not meet the criteria for Every Door Direct Mail Retail, choose the BMEU (Business Mail Entry Unit) Entry tab.
Direct mail, when used properly, is still a powerful tool for small business marketing. To be effective your direct mail should be highly targeted and follow the two-step approach. Depending on your marketing strategy, using the Every Door Direct Mail program may make it easy to reach your targeted audience. If you need to be more specific in your targeting then you will want to look at another way to generate your list.
The two-step advertising operates on the assumption that your are not going to sell your product right from the ad. Therefore, we use the two-step approach to offer some compelling reason for the reader to respond to our ad in order to begin to educate and develop a relationship with them by continuing to market to them with more specific information.
