Every Door Direct Mail (EDDM)
Every household in an area, at low cost. Picture a new pizza shop announcing its grand opening to the whole neighborhood with a buy-one-get-one-free deal.
Direct mail postcards
ShopSmart Postcards
The rockstars of direct mail: one big, bold card in the mailbox, sent to every door on a route, to the neighborhoods you choose, or to your own customers.
TL;DR
ShopSmart Postcards mails your card four ways: Every Door Direct Mail to every household on chosen routes, DAL cards for saturation in specific areas, carrier route targeting for particular neighborhoods, and mailings to your own customer list. Mailings can be narrowed by income, age, interests and household, and paired with geofenced ads so the offer is familiar before the card arrives.
Four ways to mail
Which mailing method fits your business?
Detached address label (DAL) cards
Saturation in the specific areas you name. A regional grocery store, say, putting its holiday specials in front of the areas it serves.
Carrier route targeting
Particular neighborhoods or carrier routes, chosen one by one. A landscaping company can send only to the upscale neighborhoods it wants to work in.
Customer list mailings
Your own customer database. Aire Serv, an HVAC contractor, mailed its existing customers a $59 tune-up offer in the off-season.
Who can a postcard reach?
Beyond the route itself, a mailing can be narrowed by the people in the homes:
- Income level, for offers priced for a particular budget.
- Age group, from young families to retirees.
- Hobbies and interests, so the card meets someone already inclined to buy.
- Household composition: new homeowners, renters, families with children.
What should a postcard announce?
A postcard is at its best with one clear message: a new product or service, a special promotion or discount, a seasonal greeting or a thank-you to customers, or an invitation to an event, a sale or an opening. Our designers make the card, the way they made the Mr. Rooter water heater card here.
Why pair a postcard with a geofence?
Because the second time someone sees an offer, it is no longer a stranger. With ShopSmart Digital, the ad shows up on a person’s phone or computer first; a few days later the postcard lands in their mailbox, and they already know the name.
The pairing suits a home improvement company running a kitchen renovation discount, a local restaurant showing its menu online and then mailing the coupon, a real estate agency offering free home evaluations, and a fitness center inviting the neighborhood to a free trial class.
Answers
Questions about postcards
What is Every Door Direct Mail?
EDDM is a Postal Service program that delivers your postcard to every household on the routes you pick, without a mailing list. It is a low-cost way to reach a whole area.
What is a DAL card?
A detached address label card: the address rides on a separate card, so your piece can be a full-size, unaddressed ad. ShopSmart uses DAL cards for saturation in specific areas.
Can I mail postcards to my own customer list?
Yes. Customer list mailings go to your own database; Aire Serv mailed its existing customers a $59 tune-up offer in the off-season this way.
Can postcards be targeted by income or age?
Yes. Mailings can be narrowed by income level, age group, hobbies and interests, and household makeup such as new homeowners, renters or families with children.
How do postcards and geofencing work together?
The ad reaches a person’s phone or computer first, and the postcard arrives in their mailbox days later, so the offer is familiar by the time they hold it.