Every Door Direct Mail™ (EDDM) remains a powerhouse for the USPS’s marketing efforts, with millions of direct mail pieces sent, despite the increase in price from $.145 to $.16 per piece.
Promoted as a good way to reach local audiences, EDDM is a quick and easy way to reach out to different addresses along various mailing routes (Include an offer or coupon, and EDDM is actually quite efficient). While this method may work for businesses that appeal to all demographics and incomes, businesses that serve audiences who have higher incomes are at risk to send out messages to people that can’t even afford to be interested in their product, let alone purchase it.
While in-depth market research can be done to determine what neighborhoods to reach out to and which ones to avoid, we’ve discovered a tool that tells you where the sweet spots are in your local community.
Rich Blocks, Poor Blocks gives you a simplified view of a geographical area’s income levels and rental costs. They source the data from the American Community Survey, and use a color scheme to designate variances in income levels.
While this tool is certainly the most economical way to determine if your recipients are income-qualified to purchase your products, it is by no means a complete solution to segmenting and targeting your audience. Truly, this is a dish best served with EDDM. Plus, it’s always fun to see if you live in the swanky part of town!
By +Maggie Young
