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EDDM

by Electrical
15 replies
I see people talking about EDDM negatively, such as saying not to do a solo EDDM or to do a market mailer instead. People talk about the very low ROI. I believe that my ROI can be high simply because the high price of the service that I am selling.

I wanted to do a big campaign, but now I am hesitant.

Is there any way to calculate this out beforehand or is it just best to try a small campaign and see the real world results?
#eddm
  • Profile picture of the author mah5fujking
    I do not understand your question. But I think you should make a short campaigning with a short traffic and then track your EPC. Then make it big so that you can make a very good earning from any kind of invest.
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  • Profile picture of the author AmericanMuscleTA
    I love EDDM, and it's great for local business like Realtors, HVAC, Plumbers, Automotive Services, etc. It works, but it's going fishin' for leads.

    For real estate, it would cost us around $300-$400 to mail 1,160 postcards (we printed our own on cheap cardstock) and we could see returns in the 5,000% range.

    What services are you offering? What kind of offer and call-to-action do you have?
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    • Profile picture of the author Electrical
      I'm offering generator installations to people in areas where the power is known to go out often.

      I figured I would hit the $200,000+ household income areas first to see how it goes. If it goes well, I can put lots more money into it to hit the surrounding areas.

      Portable generator connections generally sell for $600-900, sometimes they go up to $1,200+. Automatic standby generator installations go for $10-12,000 on average, I did one as high as $17,000.

      So I don't need lots of volume to get a decent ROI, just a couple smaller jobs or one big one could cover the entire campaign to thousands of houses.

      But that's just my assumption, which ends up being wrong more than right.
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      • Profile picture of the author ewenmack
        Before running to EDDM, ask yourself what you know
        about your past clients.

        Going deep into that question opens up
        where you can find only one's like them
        and none of the rest.

        They maybe found in other businesses customer list.

        They may be found in specialized newsletters, magazines
        and websites.

        They may all have the same beliefs about a certain subject,
        like for instance, the world is going into one BIG disaster and
        will need to be prepared.

        Producing their own power would fit into their world view.

        Selling power generators into the preparedness market
        has been successfully done online.

        You can target just them and in your location online
        using Facebook.

        Best,
        Doctor E. Vile
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        • Profile picture of the author Electrical
          Originally Posted by ewenmack View Post

          Before running to EDDM, ask yourself what you know
          about your past clients.

          Going deep into that question opens up
          where you can find only one's like them
          and none of the rest.

          They maybe found in other businesses customer list.

          They may be found in specialized newsletters, magazines
          and websites.

          They may all have the same beliefs about a certain subject,
          like for instance, the world is going into one BIG disaster and
          will need to be prepared.

          Producing their own power would fit into their world view.

          Selling power generators into the preparedness market
          has been successfully done online.

          You can target just them and in your location online
          using Facebook.

          Best,
          Doctor E. Vile
          To be completely honest, as a bit of a prepper myself, I don't think I've installed a generator for another prepper. Not that it can't be a great market, I've just never done it. The typical customer is a normal middle class family with an average of 2 kids in a smallish to medium sized house. Because of that, I was wondering if I should send the EDDM to the $100K households instead of the $200+K. Maybe someone who makes that much doesn't want to pay $12K for a auto generator but also doesn't want to go out and hook up a portable generator, so they won't buy either.

          How does one find the proper people on Facebook? Is there a way to scape it or is it just looking thru profiles manually?
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          • Profile picture of the author ewenmack
            Originally Posted by Electrical View Post


            How does one find the proper people on Facebook? Is there a way to scape it or is it just looking thru profiles manually?
            Not only can you target by interest, such as preparedness,
            you can target the followers of leaders in that group, you can target those who
            like the stores that they go to.

            You can hijack people's videos on your subject
            found on YouTube by running your ads on the videos.

            Starting out for $15 per day.

            You can test a lot of audiences and messages
            first before you scale the winners.

            Going with EDDM is too much of a lottery today
            with the low cost targeting options available online.

            Best,
            Doctor E. Vile
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      • Profile picture of the author Ron Lafuddy
        Originally Posted by Electrical View Post

        I'm offering generator installations to people in areas where the power is known to go out often.

        I figured I would hit the $200,000+ household income areas first to see how it goes. If it goes well, I can put lots more money into it to hit the surrounding areas.

        Portable generator connections generally sell for $600-900, sometimes they go up to $1,200+. Automatic standby generator installations go for $10-12,000 on average, I did one as high as $17,000.

        So I don't need lots of volume to get a decent ROI, just a couple smaller jobs or one big one could cover the entire campaign to thousands of houses.

        But that's just my assumption, which ends up being wrong more than right.
        I don't know much about EDDM but you are missing it big if you don't think REFERRALS on this one. Have three family members who did the automatic standby thing. Big bucks. Some salesperson got lucky because he didn't work the referral end either.

        Totally missing out on easily doubling and tripling sales - at no additional cost.
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        • Profile picture of the author Electrical
          Originally Posted by Ron Lafuddy View Post

          I don't know much about EDDM but you are missing it big if you don't think REFERRALS on this one. Have three family members who did the automatic standby thing. Big bucks. Some salesperson got lucky because he didn't work the referral end either.

          Totally missing out on easily doubling and tripling sales - at no additional cost.
          I'm not really understanding exactly what you're saying.

          Current, over 50% of my business is either repeat customers or referrals. But I am looking for more ways to find new customers.

          I'm not following what you mean when you say "Have three family members who did the automatic standby thing. Big bucks.". Are you saying to find 3 family members of people I already did the generator install for?
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          • Profile picture of the author Ron Lafuddy
            Sorry if I wasn't clear.

            3 family members, starting with one, who then showed the setup to the others, who then bought.
            A classic referral situation. Family member who was the first to buy, also knows a ton of people
            in the community. He would have been good for many referrals and they would have bought
            based on his word, which is golden.

            Hope that clarifies.
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            • Profile picture of the author Electrical
              Originally Posted by Ron Lafuddy View Post

              Sorry if I wasn't clear.

              3 family members, starting with one, who then showed the setup to the others, who then bought.
              A classic referral situation. Family member who was the first to buy, also knows a ton of people
              in the community. He would have been good for many referrals and they would have bought
              based on his word, which is golden.

              Hope that clarifies.
              That's the way it often goes, yes. But what are you recommending me to do?

              Currently I am very open about it, I give customers a small stack of business cards and tell them that if they know anyone who may want something like this, to please give them my card.
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  • Profile picture of the author cruisinman
    Solo EDDM doesn't make sense from the non targeted side as well as being expensive postage.

    Pay $299 and get a 4"x5" full color ad on a Co-Op piece. Less risk and more exposure for the buck.

    Take the sales from this and then a targeted list mailing - non eddm . . .





    Originally Posted by Electrical View Post

    I see people talking about EDDM negatively, such as saying not to do a solo EDDM or to do a market mailer instead. People talk about the very low ROI. I believe that my ROI can be high simply because the high price of the service that I am selling.

    I wanted to do a big campaign, but now I am hesitant.

    Is there any way to calculate this out beforehand or is it just best to try a small campaign and see the real world results?
    Signature

    Life - enjoy it . . .

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    • Profile picture of the author Electrical
      Originally Posted by cruisinman View Post

      Solo EDDM doesn't make sense from the non targeted side
      I would be targeting people. There are neighborhoods and in some places entire sections of town that are well know to have lot's of power outages. Areas of old houses with large trees lining the roads and overhead power lines waiting to be taken down.

      I think a lot of people don't know that they can connect a portable generator directly to their house for a relatively small amount of money and have the same end result as one of the $10,000+ generator installations. So my flyer would be educating the customer in that respect as well.
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      • Profile picture of the author cruisinman
        EDDM delivers to every address on a given mail route - owners, renters, etc - only targeting is that route.


        Originally Posted by Electrical View Post

        I would be targeting people. There are neighborhoods and in some places entire sections of town that are well know to have lot's of power outages. Areas of old houses with large trees lining the roads and overhead power lines waiting to be taken down.

        I think a lot of people don't know that they can connect a portable generator directly to their house for a relatively small amount of money and have the same end result as one of the $10,000+ generator installations. So my flyer would be educating the customer in that respect as well.
        Signature

        Life - enjoy it . . .

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        • Profile picture of the author Electrical
          Originally Posted by cruisinman View Post

          EDDM delivers to every address on a given mail route - owners, renters, etc - only targeting is that route.
          I hear ya, but those routes are inside of the areas I am targeting. There's no apartments and probably very little rentals in the areas I am talking about. Mostly $800K-2M houses on large lots.

          Have you ever seen the Soprano's? Remember Tony's house? That's one of the routes I would be mailing too, the power in North Caldwell (hell, all the Caldwells) goes out very often.

          As far as renters, I have installed quite a few generator connections for people renting houses.
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          • Profile picture of the author cruisinman
            Wish you much success . . .



            Originally Posted by Electrical View Post

            I hear ya, but those routes are inside of the areas I am targeting. There's no apartments and probably very little rentals in the areas I am talking about. Mostly $800K-2M houses on large lots.

            Have you ever seen the Soprano's? Remember Tony's house? That's one of the routes I would be mailing too, the power in North Caldwell (hell, all the Caldwells) goes out very often.

            As far as renters, I have installed quite a few generator connections for people renting houses.
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            Life - enjoy it . . .

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