I would guess that the actual ROI on the EDDM promotion and development cost is actually miserable. There is no mechanism in the USPS to determine what is 'new' business driven by EDDM or a regurgitation of what the USPS already has. The bottom line is that if the USPS 'converts' my client(s) the USPS ends up with a zero sum increase in revenue at the same time materially injuring our business-and at the expense of not optimizing service to the end client. It's to the point though that our clients are beginning to wonder if we are acting in their best interests taking into account the USPS's generally excellent brand recognition. So far we have convinced them, with solid reasoning, that EDDM is not a good fit for their business.
The USPS sales staff has aggresively pursued some of our existing clients who already use the saturation mail model. I believe that EDDM creates a false picture of its 'advantages' and is not productive for the USPS as well as directly injurous to the mailing and fufullment industry that supports the USPS. I guess if it fits it ships all over again.
EVERY DOOR DIRECT MAIL USPS TV
We also have to pay for an ad on TV to promote this? and employees to visit the customers to only have them switch from the back door to the front? I think we're losing money. Peter is robbed on the back dock and Paul is paid at the front counter. EDDM has become a huge source of revenue because the SAME mailers that once presented the mailings at the BACK DOOR for the SAME PRICE but were subject to rules (I think we call it the DMM?) now plop the same mailings down on the front counter minutes before the truck leaves and have no worries about how a form is completed or if white is used if they change a number. The mailings are presented at the retail counter to clerks who know even less about acceptance hours after the bulk mail unit has closed. EDDM is marketed by ad-hoc "revenue drivers" in my district who know nothing about bulk mail acceptance but honestly dont need to. Have you seen the new advertisements? How do you think this advertising campaign compares to the Priority Mail campaign? Does it do a good job of addressing the needs of small businesses?ĭITTO! Lisa, Scott, Vicki, Jeff, and the first comment from Chris. So, tell us what you think about this new advertising campaign. The advertisements began running in April on TV and the campaign will include print, radio, and direct mail. Revenues for EDDM since April 2011 (when the product was introduced) have grown rapidly and could increase as the economy continues to improve. Given the smaller audience and the larger cost for this product, it remains to be seen if EDDM will be as well received as Priority Mail, but the Postal Service appears to believe this product has potential. Businesses no longer need mailing lists, and they can drop off their mail (up to 5,000 pieces) at their local post office instead of Business Mail Entry Units. The main message in the campaign is simplicity.
It remains to be seen whether a mass media advertising campaign is the best way to bring these small businesses into direct mail, even if supplemented with direct mail and online advertising.Ĭheck out two of the new television advertisements: This message is intended to appeal to local businesses, like restaurants and doctor’s offices, which may not advertise much to begin with and face tough decisions about where to put their limited advertising dollars. One of the new television commercials points out the value of direct mail for small businesses over other types of advertising options like billboards. The Flat Rate Box is intended for both individuals and businesses. The campaign’s new tag line, “Every home, every address, every time” describes the new product’s main advantage: small businesses can target every address in their local area without having to provide every name and address.ĮDDM is a different product than the Flat Rate Box because it’s geared toward small business customers. Postal Service has decided to use the “If it fits, it ships” letter carrier (actor and comedian Mike Bradecich) as the public face for one of its newest products, Every Door Direct Mail (EDDM). Following the success of the Priority Mail ® Flat Rate Box® advertising campaign, the U.S.
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