How To Capitalize On The Every Door Direct Mail Service

Yesterday I was talking to one of my friends and mastermind partner Jeff Dettmer.

He’s one of Dan Kennedy’s buddies and has a very successful printing business where they do all kinds of “outrageous” direct mail for clients.

One of the things we talked about was the new Every Door Direct Mail service the post office has come out with.

In this post, I’d like to tell you about what it is and how you can capitalize on it.

What The Every Door Direct Mail Service Is

The every door direct mail service lets you choose any carrier route you want (as little as 200-300 people), in any zip code in the United States, and send them a postcard for 14.5 cents each.

I don’t know about you, but I would LOVE to get “clicks” for 14.5 cents each. That’s like the wild wild west days of Google. I’m currently spending just a hair under $2 per click for my main campaign.

Now, of course, it’s not quite as targeted. You have to keep that in mind. Remember, your target market is 1/2 the equation. If you have the greatest offer ever created but send it to the wrong people… there’s almost no chance in having a successful campaign.

So let’s talk about how to make this successful.

How To Make The Every Door Direct Mail Service Successful

I haven’t tested this yet myself or with any of my clients, but I’ve been thinking about it.

Obviously, it’s not for a niche product. It’s a better traffic source for people with local businesses or those who sell a product that has more mass appeal.

  • Like back pain.
  • Or weight loss.
  • Or making money online.
  • Or nearly any “local” business such as a dry cleaner, chiropractor, dentist, etc.

The warning I’m giving to clients is that this is a shotgun approach. I normally take a rifle approach… perfectly matching up the offer to the exact person we’re trying to target.

However, the traffic is so cheap in this case… it warrants a good test run.

But here are a few things you must do when you’re creating the postcard.

  1. Create An Irresistible Offer – In this case, you NEED to put special attention on your offer. It has to be so good, even people who aren’t interested in your subject will keep the postcard and give it to their friend or relative who might be interested.
  2. Create A Clear Call To Action – Don’t ask people to take too big a leap right off the bat. Remember this isn’t a targeted pitch. People won’t be expecting to hear from you. Your call to action should be simple… such as visiting a website or calling a free recorded message.
  3. Target Your Perfect Demographic Areas – If you’re a hair salon owner, this is perfect because almost anybody would be interested in listening to what a hairdresser has to say. But let’s say you’re a high-end dry cleaner. You’ll want to focus on only the highest income areas. Do some research, you’ll find zip codes that contain the highest household wealth. Start your testing by sending it to those areas.
  4. Make An Outrageous Postcard – Do NOT go easy on this. Your postcard will need to stand out, be different, be unique, be eye-catching.
  5. Test, Test, Test! – Testing is the key to finding promotions that work. You might try this and break even on one promotion. But you might try it in a different zip code and make a 300% ROI. Don’t give up on your first try. I suggest allocating a specific testing budget which you can afford to lose. If you try the every door direct mail service and it fails miserably the first time, try it two or three more times before giving up. The more you test the closer you’ll come to having a successful campaign.

Remember, this is mostly for businesses that are either local in nature (i.e. brick & mortar) or have mass appeal.

For now, I suggest you check it out.

You can get more information at the following website…

www.usps.com/business/every-door-direct-mail.htm

Is the every door direct mail service going to work for you? I have no idea. Try it. Test it. That’s the only way to find out!

 

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One Response to How To Capitalize On The Every Door Direct Mail Service

  1. Troy White November 9, 2012 at 4:18 pm #

    Very similar to the unaddressed admail that Canada Post offers here – for 11.5 cents per house.

    I have had excellent results with this type of mailing – generic type of offerings seem to work best too (I mean products that appeal to a wide demographic group).

    Great offers ad specific calls to action by a copywriter like yourself make the odds of success wayyyy greater.

    There is a guy here in Calgary that teaches piano lessons. He does a one-sided 8×11 sheet of paper with well thought out copy, and offers on it. His quote to me “any time I need to book up for a few months, I just drop 5,000 fliers and that is all I need”

    For less than $1,000 he books himself solid for months on end. Try doing that with Google! Or Facebook.

    Love this type of marketing.

    Great article Jeremy. Troy

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