Is EDDM is Right for You?
By Julie Escobar
Our webinar last month showed us just how eager agents are to really understand what Every Door Direct Mail is – and what it isn’t so they can best determine whether they should make it part of their overall marketing strategy for the year ahead. There’s no doubt there are lots of confusion out there but for the people who have figured it out…it’s become an essential element in their marketing.
Here are some do’s & don’ts to get you started:
Do – Take your time. Carefully choosing your carrier routes is usually the first place people find themselves in trouble? Why? Snap decisions and not enough investigation won’t get you the exposure or the results that you’re looking for.
Do – Get some advice. Loved our customer Maggie Dokic’s tossed her tip into the contest ring this week on our Facebook page (if you haven’t entered to win the iPad Mini – click here now!) about EDDM. She shared, “The best tip I can give anyone wanting to maximize their marketing dollars is to use Every Door Direct Mail. For the same cost as traditional mail, you get to hit THREE times the household! I was able to bump up my mailings from roughly 300 pieces up to 1,000 by using EDDM instead of a mailing list. I sat down and picked out my routes. I even chose routes to add to those initial ones once I start seeing results (I want to reinvest as soon as I can!). I started out with 1,002 households for a mailing cost of about $146 plus the postcards and have my plan in place to add carrier routes systematically, until I am touching roughly 12,000 households in my chosen area. Yes, we know consumers are online and we have all that covered. But they also get their mail daily and we want them to see us there too. ProspectsPLUS! and EDDM both ROCK!” (Thanks Maggie!)
Our team of marketing experts are happy to help walk you through how to best match your carrier route choices to your marketing goals and budget. You can reach them at 866.405.3638. They’re happy to help answer any of your questions.
Do – Decide what you want to accomplish before creating your message. Most agents are using Every Door Direct as a tool to either market a particular listing (usually a higher end property) or saturate a market to establish themselves as the neighborhood specialist. Your marketing goals are the key to making sure your creative works the way you want it to. For luxury properties, a dynamite flyer or full color brochure spotlighting the property and your successes is terrific. As the neighborhood specialist, many agents are choosing to use done for you newsletters once a month or once a quarter with terrific success. Here are a few samples of what agents have been sending out recently that’s working. Again, call our team at 866.405.3638 and they’ll be happy to share with you what you need to consider when choosing the right marketing piece for your area.
Don’t – try to match carrier routes before really analyzing what you want to accomplish. Just like any marketing tool – EDDM works when it’s done CONSISTENTLY. So choose a route that is not only manageable budget wise for more than one mailing, but also an area where you’d really like to make an impact.
Don’t have your message or mail piece try to be all things to all people. Yes, you’ll get in EVERY door – but that doesn’t mean you want every person in that area. Trying to create a marketing piece that is everything in one – newsletter, bio, feature flyer and the works will be too busy to make the right statement or get results. We’ve got some great templates that can help you get going in the right direction and our team can help guide you in your choices.
Don’t – Just send one mailing. As with ANY marketing, be it direct mail, phone calls or email – once just doesn’t cut it. It takes at least three times for people to really start to notice your name. Consistency is key. So carefully weigh out your budget for ALL of your marketing for at least the first quarter and create a strategy where all your marketing efforts are fueling each other and you’re getting the most from your money by consistently branding yourself in an area.
We’ve got you covered! If you missed the recent webinar – you can review it by clicking here. If you have questions or would like some guidance in setting up your own Every Door Direct campaign, call our office at 866.405.3638 today.