Neighborhood direct mail has become very popular for marketers, businesses, and organizations. This type of campaign can work very well for many companies, but it is not the right choice in every single case. There are some things that you need to know about this method, before you can decide whether or not to use it.
What is Neighborhood Direct Mail?
In order to take advantage of neighborhood direct mail, you should understand what it is and how it works. With neighborhood direct mail, every mailbox in a specified carrier route, or zip code, is targeted for the mailer. You can saturate an entire area for a relatively small cost. The results and response rates can vary widely, and will depend on a variety of factors.
What is the Cost for this Method?
The final cost for neighborhood direct mail will depend on the specific campaign, the size and location of the specific neighborhoods targeted, and the mailers that are used. Often the cost is just pennies per mailer, in addition to the printing costs involved. It is possible to use this type of campaign with almost any budget and end goals.
Which Printer Provides this Type of Service?
Almost any printer may be able to print out your mailers, but can they prepare them in accordance with USPS regulations? An EDDM printer should be used to ensure that the entire process goes smoothly. Every printer decides whether or not to offer this service. Check around to find the best printer for the job.
How Helpful is the USPS Website?
If you want to start a neighborhood direct mail campaign, you may find the USPS website helpful. This website answers some of the common questions about this program, and explains the regulations that must be followed. If you do not find what you need at the USPS website, you can discuss your needs with your chosen printer.
Are Permits Needed?
Special permits are not necessary to use a neighborhood direct mail campaign, but there are some requirements that you must meet. For example, the mailers must be bundled according to USPS regulations, with each bundle having a packing slip that includes the bundle quantity. A mailing label applied in the proper place is required for each piece.
Choosing the Right Carrier Routes can be Tricky at Times
Before you start printing and addressing your mailers, you will need to choose specific carrier routes and zip codes for delivery. This can be tricky if you do not have any experience. The USPS website has resources available to help you target the best carrier routes or zip codes. There are tools offered by private companies as well.
Should you Target Entire Neighborhoods?
Not every company should be targeting entire neighborhoods. Neighborhoods can have varying income demographics. A luxury product might not fare well in lower income areas. A mailing list targeting specific incomes would be a better fit for high-end products and services.
Will you Need Professional Design Assistance?
If you do decide to use neighborhood direct mail, then you will need to decide whether you are capable of handling the mailer design yourself, or if you will need professional assistance. If you choose to use a professional, the service should be sought at the beginning of planning your mailer. This ensures that the process flows smoothly, with no unexpected delays.
What Companies and Organizations Should Use this Type of Campaign?
A wide range of companies and organizations that use neighborhood direct mail are: restaurants, churches, retail establishments, stores, repair companies, and many other business types. You can engage in this type of campaign to reach local consumers, who are likely to need the products and services that are being offered.
Do you use neighborhood direct mail? Have you used it in the past? Why or why not?