Have you just opened a new location? Do you want to create awareness with potential customers in your trade area? If the answer to either of these questions is yes, then it’s worth investigating Every Door Direct Mail (EDDM) as another tool to use in your marketing campaigns.
In Canada? The Canada Post AdMail service is similar to EDDM.
First introduced by the US Postal Service in a small pilot in 2011, EDDM has grown rapidly as business owners realize its effectiveness and low cost in relation to regular mail.
The USPS has an easy-to-use online map tool that allows you to target all addresses in a postal route, zip code, or radius from your store, and also displays some demographic info for each route. Search for your address to try it out. In Canada, try the Precision Targeter, which lets you target routes based on three demographic characteristics of your choice, and has many ways of defining the target area: radius, drive time, drive distance, and more.
EDDM eliminates the need to purchase a mailing list, and does not require a permit for mailings of fewer than 5000 pieces. However, you do need to design and print the postcards or other material to USPS specifications, fill in paperwork, and deliver the mailing to the post office.
EDDM size and labelling specifications must be followed to the letter, or the mailing could be refused. Restrictions on thickness means magnets cannot be sent. To use the Retail (non-permit) service, you are limited to a maximum of 5000 pieces per mailing, and the minimum is 200 pieces, or one complete route.
Although you can target specific areas, EDDM does not allow you to target specific addresses. This makes it a lot less effective for marketing to existing customers than database marketing, and that’s reflected in a much lower response rate: while the rate for direct mail usually averages 1-3%, the rate for database mailings to customer records in your POS can run as high as 27%.
Where database marketing allows you to target specific marketing messages to existing customers, EDDM is designed to attract new customers to your restaurant.
SpeedLine customer? SpeedLine SpeedMail™ allows you to target and automate mailings to your customers based on specific parameters. Mailings are sent automatically to new, frequent, or lapsed customers, and customer records are automatically added or updated for each mailing. Contact Support for more information.
Help from Experts
If you want to try EDDM, but aren’t a professional graphic designer, many printing services offer free online templates you can customize to create your own postcards.
If you don’t have the time or inclination to deal with postal office specs and paperwork, help is available with that too: contact a direct mail service provider. These usually offer to design, print and package pieces that meet postal specifications, and ship them to the post office for you. Some providers even specialize in EDDM for pizza restaurants, and many offer mail scheduling, so you can plan multiple mailings ahead of time and “pay as you go.” Search a list of US providers or Canadian providers.
Have you tried EDDM or AdMail for your business? Let us know how it works for you.
Boomers & Millennials Prefer Web and Mobile Ordering to Talking on the Phone
Customers are becoming more averse to talking on the phone, commented Domino’s CEO David Lawton in a Bloomberg Business story. “We look at surveys of our customers, and they’re pretty clear in telling us they like ordering on digital better than talking on the telephone.” Making it easy to avoid that call eliminates one reason for them to order from someone else. Read more
When deciding where to eat, today’s consumers have a lot of choices. At the International Pizza Expo in March, speaker Joel Cohen shared some ways to make sure your restaurant comes to mind first. He asserts that word of mouth is the number one way to do that. Read more
The highlight for our team was the opportunity to talk with current customers and meet new ones. Hot topics this year included web and mobile ordering, delivery management and marketing to Millennials. Read more
Point of sale shoppers at Pizza Expo represent new concepts and established ones, small carryout shops, dine-in restaurants, and busy delcos. Some have experience with multiple POS systems, and some are still using pen and paper to take orders and spreadsheets to manage the business. Read more
The Pizza Expo show floor opened this morning with a press of restaurant operators lined up to explore new goods and services for their businesses. Point of sale shoppers were searching out new options to ramp up online ordering, improve delivery efficiency, and increase customer sales and loyalty. Read more
If we missed you at the Multi-Unit Restaurant Technology Conference (MURTEC) this past week, we’ll be in Vegas again this coming week, in booth #1327 at the International Pizza Expo.
Pizza Expo runs March 23-26 at the Las Vegas Convention Center; this is the largest show for the pizza industry. Now in its 31st year, the International Pizza Expo includes a packed exhibition floor, five days of keynotes, seminars, demo events and much more.
We invite you to visit us at booth # 1327 where you can learn from current SpeedLine users how to save time and money at the point of sale. Plus fill out a quick survey to and bring it by the booth. You’ll get a Benchmarking Report to see how your business compares to other pizza restaurants, and an entry to win $250. And if you are considering a new POS system, you’ll find the best prices at Pizza Expo. Don’t miss out on the year’s best deal on the POS system more pizza chains choose. Read more
Busy restaurant operators can make do with old technology for a long time—putting up with minor annoyances and slowdowns. But dealing with old POS hardware and software is more than just a time drain—your bottom line can be taking a hit too.
Take this quiz to see if it’s time to upgrade.
We look forward to these events every year for the opportunity to meet up with customers, make new contacts and get inspired. The seminar programming provides incredible value, and at MURTEC, the newest innovations in restaurant technology take center stage in the exhibition hall.
- Come see SpeedLine at MURTEC booth 7 for the latest innovations in pizza and delivery technology.
- Ask us how to start a free SpeedLine POS trial at Pizza Expo booth #1327
- Come discuss your technology plans.
Visit us at either show for your personal demo or request a demo now.
Hope to see you there!
Serving customers well is a top priority for dine-in restaurant operators. A disorganized dining room can be a nightmare, but with the right tools in place, you can easily monitor table status, table turns, and wait staff performance to keep guests and staff happy while maximizing dining room efficiency. Read more