Transcript Every Door Direct Mail
Every Door Direct Mail
Lyn Seidler U.S. Postal Service
Every Door Direct Mail
Meet changing needs of direct marketers by offering new saturation mail options that address the needs of small, medium and large businesses by reducing mailing costs and attracting more mailers
The Choice – Localized Marketing
• Create a highly focused and personalized marketing message based on your geographical area • Your message is delivered only to people most likely to be a customer — those within 10 miles or 10 minutes of your door • More targeted than mass advertising
Do you know what your neighborhood looks like?
This is how we see it.
Every Door Direct Mail
An efficient and affordable service for businesses that want to target specific areas in their local market without requiring names and addresses on the mail pieces.
Who can benefit from this service?
• Retailers • Auto dealerships and services • Restaurants • Dry cleaners • Local health clinics • Real estate agents • Schools…and more
Searching for new customers? Every Door Direct Mail just made them easier to find.
• Target customers near your place of business using our free mapping tool.
• No need for names or street addresses • Rates as low as $0.145
Every Door Direct Mail The Marketing Plan
Printers Small Businesses Franchise owners
Every Door Direct Mail The Marketing Plan
Printers
Mail service providers and printers can help.
Let them take care of:
•
Printing the mail pieces
•
Bundling your mail
•
Delivering your mailing to the Post Office
™
Find a mail service provider in your area who can help: VISIT mailingindustryproductguide.com.
We’ve Already Started Ad/Lead Generation Efforts Toward Our EDDM Goal (EDDM Efforts prior to Feb 13)
BC Kit with DVD
Mar
33,000 kits
April
Sales Mailing GYBD Postcards Landing Page Web Banners Printer Mailing LB Mailing SB Webinar Printer (follow up) SB Mailing LB Webinars
May
700 kits
June
80,000 mailers
July
4.9 million printed 170,000 total visits 115,000 total clicks 40,000 mailers
Aug Sept Oct
400 registrants 72,000 mailers
Nov Dec Jan
115,000 total clicks 500,000 mailers 160 attendee s 1500 attendee s 430 attendee s
Every Door Direct Mail The Marketing Plan
Printers: Direct Mail campaign = 5000+ responses for a printer kit National printer chains are selling the product 1 chain = 4400 locations a 2 nd = 1100 Building a searchable data base on our usps.com web page Conducting our third Direct Mail campaign to 70,000 printers
Every Door Direct Mail The Marketing Plan
Small Business
~2.97M Businesses Represent Potential Universe for Every Door Direct Mail
Small Businesses 4 (<100 Emp) 2.90MM/98% B2C Marketers 3 2.97MM/50% Total Number of Business Addresses 1 11MM/100% Advertise And Do Not Use Standard Mail 2 5.94MM/54% Large Businesses 4 (≥100 Emp) 69,070/2% B2B Marketers 2.97MM/50% ( New Opportunity)
Notes: 1.Total number of business addresses as reported by USPS (Memphis File) 2.Percent of businesses advertising and using direct mail, Borrell Assoc., 2009 3.B2C/B2B distribution of businesses assumed to be 50%/50% 4.Business distribution by number of employees, U.S. Census Bureau 5.CE Analysis
2.97M
27%
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Integrated 2012 EDDM Plan
Television
Feb March April 9 Weeks (500 TRPs) May June July Aug
Radio Print/BRM Web Banners Search Direct Mail Email GYBD Events
Under Consideration 20 Titles 1.3 Billion Impressions Small Business/ Franchisee (2,500,000) EDDM/ DM Hub Printer Follow-up (60,000) (1,000,000) EDDM/ DM Hub Large Business/ Franchisor (500,000) Optimize words and phrases Small Business/ Franchisee (2,500,000) Shipping EDDM/ DM Hub (1,000,000) Shipping EDDM/ DM Hub Shipping EDDM/ DM Hub (1,000,000) EDDM/ DM Hub
Tradeshows
Dates TBD
Webinars
EDDM Revenue Run rate $40M /Month EDDM/ DM Hub $ 50M /Month $60M / Sept 4 Weeks (230 TRPs) Under Consideration 10 titles Small Business/ Franchisee (2,500,000) (1,000,000) EDDM/ DM Hub 15
Message Strategy
Find the customers that matter most. With Every Door Direct Mail from USPS, you can reach every home, every address, every time.
Problem
I need an effective advertising tool that
reaches
the consumers near my business
Solution
With Every Door Direct Mail you ’re in control of which areas receive your message.
Problem
I need an
easier/simpler
way to reach potential customers near my business.
Solution
With Every Door Direct Mail, it ’s as simple as picking the neighborhood, zip code, or geography you want to reach.
Problem
I need a
cost effective
way to attract customers to my business.
Solution
With Every Door Direct Mail you can reach every home, every address, every time for less than $0.15 in postage.
Every Door Direct Mail The Marketing Plan
Small Business Results to date through our Retail Channel 54,000 transactions $10.5 Million in revenue 97 Million pieces
Every Door Direct Mail The Marketing Plan
Franchise owners
Targeting For 2012 EDDM Efforts Will Be Focused on Categories and/or Businesses Showing the Most Interest/Success in 2011 For examples, franchisor/franchisee strategy includes 3-prong approach
Grocery Restaurants Franchisor/ Franchisees Realtors Professional Services Auto Dealers Franchisor (HQ) Franchisee Local Marketing Association (LMA) Sales Tiger Teams Franchisee/ Local Stores
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Every Door Direct Mail Franchise Testing
Every Door Direct Mail The Marketing Plan
The Product
2 Most Popular, Approved Sizes for EDDM
1. Tri- fold menu mailer 2. Oversized postcards
Why are these sizes so popular?
• Broad range in size • Supports maps, coupons, calendars, etc.
• Cuts through the clutter • Showcases your message • Made to fit your message
ACCESS THE ONLINE TOOL AT eddm.usps.com
Every Door Direct Mail
™
online tool
• Identify carrier routes • Determine how many pieces you’ll need • Create the necessary mailing documents • Calculate postage in real time
ACCESS THE ONLINE TOOL AT eddm.usps.com
Landing Page
What if your business could…
Increase net sales by 25% Grow from 500 to 800 orders a day Promote to every neighbor within a 10 mile radius This is
exactly
what franchise owners that use Every Door Direct Mail did!
You Can Too!
Case Study Industry:
Quick Service Restaurant
Mail Date:
December 16, 2011
Offer:
Value meal for $2.99 and $4.99
Format:
Oversized Postcard
Target:
Neighbors within 2 mile radius of restaurant
Results:
13% and 22% increase in store traffic and redemption rate.
More Every Door Direct Mail
™
information LEARN MORE AT usps.com/everydoordirectmail
Any Questions?
Contact Customer Service
• Call:
877-747-6249
• E-mail:
Thank you.
©2011 United States Postal Service ®
.
All Rights Reserved.
The Eagle Logo is among the many trademarks of the U.S. Postal Service ®
.