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What is the most effect eddm for a single client

by sbishop
12 replies
I've read the bob ross plan and 9x12 is great for multiple ads, but if you are running for just one person what is the best size eddm piece to send

I am talking most cost efficient while having a good impact.

Thanks
#client #eddm #effect #single
  • Profile picture of the author digichik
    This is too general a question. The size of the card can have an effect, as well as the message, the layout the colors and images. You also have to take into consideration the areas and postal route demographics.

    What type of business are you mailing for? What type of customers are they wanting to get? What kind of offer are they making? Etc..
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    • Profile picture of the author sbishop
      Originally Posted by digichik View Post

      What type of business are you mailing for? What type of customers are they wanting to get? What kind of offer are they making? Etc..
      The Client is a friend who owns a Custom Kitchen Cabinet Business. Loking for home owner of course. The offer that has worked for him in the pass is a free undermount sink with the installation of granite countertops ($300 Value) he also offers free measurements and estimate (others charge and credit it if the kitchen is bought)

      I was thinking of two ideas.

      1. target the carrier route of recently completed kitchens with some message about your neighbor just upgraded her kitchen are you happy with yours? and use it with a yard sign at the house. I'm looking for the envy aspect or keeping up with the jones!

      2. target subdivisions that are 2-5 years old. Builder are putting in Formica countertops and granite upgrades are easy sales. They would also be candidates for cabinet refacing


      The cleint has been running 1 ad in the classifieds for years as his sole marketing campaign. Since the first of Jan he has sold 100% of the leads he has gotten from that ad. which has been about 6 kitchens.

      I believe that his prices are lower than most cabinet guys in town and that helps with his close rate. HE told me that he has a 90% close rate. So, a few new leads would cover the cost of any campaign we run.

      Any ideas would be appreciated
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      • Profile picture of the author DABK
        Why not run that very add in other places?

        Originally Posted by sbishop View Post


        The cleint has been running 1 ad in the classifieds for years as his sole marketing campaign. Since the first of Jan he has sold 100% of the leads he has gotten from that ad. which has been about 6 kitchens.
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        • Profile picture of the author sbishop
          Originally Posted by DABK View Post

          Why not run that very add in other places?
          I am! We just started the ad in the local calssified paper with a tracking number.
          We are getting ready to put it in the spanish newspaper and the army base paper.

          I am looking to expand his marketing efforts. I am posting his ad on craigslist, I am building him a website with pics of each new kitchen he does, we are looking at adwords ( i have an $80 credit with them) and just created a FB page. I am claiming his local listings, and updating his citations.

          We are also looking at direct mail and thus the eddm question. I would like to keep the printing cost down. the postage is the same for any size eddm item. I do not want to put cost over effectiveness.

          There is an upcoming home and garden expo that we are looking to attend if it is in his budget.

          each sale is $3k-$11k so the return is great. We only need to convert a few leads from these campaigns to more than cover the cost.
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          • Profile picture of the author DABK
            Regarding size: it's one way to stand out. Like Eddie Spangler said, look of post card is another one.

            About 2 years ago, I got an odd-shaped (for me, anyway) postcard from an insurance company 4.25x12. Over the next few weeks, I got a few more from different companies. I noticed them all. Some 3 months later, I was getting 2 or 3 a day. I stopped paying that much attention to them. But can't stop: they stick out at one end or the other of the pack.

            So, find out what's been hot in eddem in the neighborhoods you propose to send your cards too, pick a size that's not been abused recently.

            Maybe the only thing you have to do to a 4x6 card is print it so that the line run at 90 degrees the normal way.

            Based on what's been happening in my area, if I had to run an EDDM campaign, I'd test 4.25x6 and 4.25x12 (or, if you find someone with another narrow but longer than the standard envelope size that's cheaper, use that).

            By the way, you might want to make friends with title companies. They prepare the paperwork for every purchase and refinance. If people in your area upgrade to granite 3 years after they buy, you ask them for the name and contact info of the people who bought 3 years ago. If you think you have a good chance with people who've just refinance, you buy those names (though, I'd think people who just refinance already have someone for counter tops and floors, or anything else).

            Also title companies know of the closing a few days ahead, often a couple of weeks ahead.

            I don't think anyone, or close to no one, approaches them for the same reason.

            If you're in the US, in an area covered by AOL's patch.com, you might want to consider advertising in there too... Their smallest ad is a bit over $100... in some suburbs around here. I talked recently to one of their reps... Regarding mortgage. She told me a current advertiser is getting 48,000 views a month... which sounds great, but only 0.25% go to his website.

            That's 120 visitors for a bit over 100 dollars. The ad is average, the website too. Could easily have 3 times as high...

            But, given the prices of mortgages (or granite jobs), the money is not wasted at 0.25% conversion ad to site, if the site converts 1 every 3 or 4 months.





            Originally Posted by sbishop View Post

            I am! We just started the ad in the local calssified paper with a tracking number.
            We are getting ready to put it in the spanish newspaper and the army base paper.

            I am looking to expand his marketing efforts. I am posting his ad on craigslist, I am building him a website with pics of each new kitchen he does, we are looking at adwords ( i have an $80 credit with them) and just created a FB page. I am claiming his local listings, and updating his citations.

            We are also looking at direct mail and thus the eddm question. I would like to keep the printing cost down. the postage is the same for any size eddm item. I do not want to put cost over effectiveness.

            There is an upcoming home and garden expo that we are looking to attend if it is in his budget.

            each sale is $3k-$11k so the return is great. We only need to convert a few leads from these campaigns to more than cover the cost.
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            • Profile picture of the author cruisinman
              Originally Posted by DABK View Post


              Maybe the only thing you have to do to a 4x6 card is print it so that the line run at 90 degrees the normal way.

              Why waste postage on such a small piece? 4x6 is way to small . . .


              Originally Posted by DABK View Post


              If you're in the US, in an area covered by AOL's patch.com, you might want to consider advertising in there too... Their smallest ad is a bit over $100... in some suburbs around here.
              Patch works in most areas . . .
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              • Profile picture of the author sbishop
                Originally Posted by cruisinman View Post

                Patch works in most areas . . .
                Well It looks like I don't live in "most areas" LOL
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              • Profile picture of the author DABK
                I receive all kinds of postcards. I've discarded a lot of big ones. Some small ones did catch my attention. A few even made me buy. As a buyer, if I notice a good offer on a small card, I'm not going to say, Nah, it's no good, it's on a small postcard.

                As a marketer, I've had big postcards fail and small ones produce good results.

                So, from either side, size is not the only factor.

                What I suggest is testing, find out what's the least expensive way to get the results you want.


                Originally Posted by cruisinman View Post

                Why waste postage on such a small piece? 4x6 is way to small . . .
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      • Profile picture of the author cruisinman
        Originally Posted by sbishop View Post

        The Client is a friend who owns a Custom Kitchen Cabinet Business. Looking for home owner of course.
        EDDM isn't the right choice to reach a targeted home owner. Just get a Bulk Permit and send to a properly formatted list.
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  • Profile picture of the author Eddie Spangler
    I dont know of any studies that can tell you this but I will say from
    my own experience that something right around

    6x11 inches will get my attention most of the time.

    Then again, no one has ever sent me a 9 x12, perhaps because it is too expensive? If you know where to get printing done cheap you may be able to pay about the same price for a 9x12 as someone else pays for the smaller sizes.

    I will say that a small postcard (3x5 ?) has gotten my attention
    as it was all yellow with black print. No special graphics or fancy stock, just a strong headline telling me why I should read on and a strong call to action.

    FYI it was for a free hearing exam , the piece was mistargeted to me or I would have taken the next action, which was to call a phone number for a free over the phone hearing test.
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  • Profile picture of the author bob ross
    The postcards will need to be fairly large to qualify for EDDM. They need to be sizes such as:

    6.5x9
    6.5x11
    6.5x12
    8.5x11
    9x12
    12x15
    4.25x11
    4.25x12
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  • Profile picture of the author Iconiplex
    EDDM is good if you're target areas of the community effectively. There is software out there that lets you find very specific areas of a city where a condition is met, such as where the income is above $x, where home/room remodels occurs at least every x years on average, where a certain brand of something is often bought by the people in that area, etc.

    The actual size of the card should be secondary to making sure you actually have a targeted area to send to. Anyone can pick a neighborhood and say, "I think those people are wealthy and probably buy Service X," but if you don't have data backing this up, then the size of your card is rather irrelevant.

    Given that, I believe anything at least 11" on one side will grab the most attention, as it will almost always stick out beyond the standard envelopes someone will receive. Beyond that, it really would depend on the import focus areas of your design to choose a size that really highlights the focal points and flow of the piece.

    We do have services that handle the entire EDDM process, including geo research.
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