Every Door Direct Mail (EDDM) offers a cost-effective way to reach potential customers in a targeted geographic area. But how much does it actually cost? The truth is, there's no single answer. EDDM pricing is variable, depending on several key factors. This guide will break down the costs involved, helping you understand what to expect and how to optimize your budget.
What Factors Influence EDDM Pricing?
Several factors contribute to the final cost of your EDDM campaign. Understanding these will allow you to make informed decisions and get the best possible value for your investment.
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Quantity: This is the most significant factor. The more postcards you print and mail, the lower the per-unit cost will generally be. Bulk discounts are common.
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Postcard Size and Stock: Larger postcards or those printed on heavier cardstock will naturally cost more than smaller, lighter options. Consider the visual impact you want to achieve versus your budget constraints.
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Printing Method: Different printing methods – offset, digital, or others – offer varying levels of quality and cost. Offset printing is often cheaper for large quantities, while digital printing is more flexible for smaller runs and design revisions.
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Design Complexity: Intricate designs, special finishes (like UV coating or embossing), and multiple colors will increase your printing costs. A simple, clean design can significantly reduce expenses.
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Mailing Preparation: While the USPS provides simplified EDDM mailing, there might be costs associated with sorting, bundling, and transporting your postcards to the post office. These can vary depending on your volume and proximity to a postal facility.
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Additional Services: Some printers might offer additional services like design assistance, address verification, or mailing list creation, which will add to the total cost.
How Much Does EDDM Typically Cost?
While a precise price is impossible without specifics, let's look at a range:
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Printing: You can expect to pay anywhere from $0.50 to $2.00 or more per postcard, depending on the factors mentioned above. For large quantities, costs can drop significantly below $0.50.
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Postage: The postage rate for EDDM is typically lower than standard mail, as it's based on weight and not individual addresses. However, it does still incur a cost, and it varies depending on the weight and size of your postcard. Always check the current USPS rates.
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Total Cost: Combining printing and postage, expect a total cost per postcard ranging from roughly $0.75 to $3.00 or more, depending on your project specifics.
What are the Hidden Costs of EDDM?
While the printing and postage are the most obvious costs, don't overlook these often-forgotten expenses:
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Design Costs: If you aren't designing the postcards yourself, factor in the cost of hiring a professional designer.
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Software and Materials: If you are designing yourself, factor in costs of design software, printing test runs etc.
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Time Investment: Creating and managing an EDDM campaign takes time. Consider your time investment before you start.
How Can I Reduce EDDM Costs?
Several strategies can help you minimize your EDDM expenses:
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Optimize Your Design: A simple, effective design is crucial. Avoid overly complex layouts and excessive color usage.
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Choose the Right Paper Stock: Select the most cost-effective paper weight that still delivers the desired quality.
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Order in Bulk: Taking advantage of bulk discounts is a significant way to lower per-unit costs.
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Compare Prices: Get quotes from multiple printers before making a decision.
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DIY When Possible: If you have the skills, designing your postcards and preparing them for mailing can save on professional fees.
What are the postage rates for EDDM?
The postage rates for EDDM are dependent on the weight and size of your postcard. The USPS website is the best resource for the most up-to-date information. Check their website directly for current rates. Keep in mind that these rates can change periodically.
What is the best way to get a quote for EDDM?
The best way to get an accurate quote for your EDDM campaign is to contact several local printers directly. Provide them with the specifics of your project: the quantity, size, paper stock, and design complexity. This will allow them to provide you with detailed pricing information.
By carefully considering these factors and employing smart strategies, you can create a cost-effective EDDM campaign that delivers a strong return on your investment. Remember that the price is only one element of the equation; the effectiveness of your message and design are equally crucial for a successful campaign.
