Save Money With Cost-Effective Bulk Mailings and EDDM

Bulk mailing and Every Door Direct Mail (EDDM) campaigns ensure that you get your message into the hands of more potential clients at a lower cost than other forms of advertising. In a world where digital ads and social media posts are bombarding people online, each of these traditional avenues helps your message to stand out. Fortunately, service partners, such as Hometrack Real Estate Marketing, offer cost-effective print advertising solutions to do just that.

Consistent Results in Changing Times

A lot has changed over the past year or so. As a worldwide pandemic forced much of the world into lockdown, many businesses had to close their doors at least temporarily. Now that COVID-19 seems to be loosening its grip a bit, some things will return to a semblance of normal. Others may never go back. One thing that did not change is the reliability and importance of print marketing. 

While it is true that many tried and true marketing strategies were, of necessity, replaced in the wake of coronavirus - virtual tours in place of traditional open houses, or zoom meetings and video walk-throughs in place of in-person showings, for example - print advertising has never really gone out of style. COVID made it difficult in many areas to access print materials while businesses were shuttered or understaffed, but the power of print has not subsided.

Actually, in an increasingly digital world, it is all too easy for a potential customer to ignore or delete a digital message. One advantage of print ads is that they tend to be less intrusive than online messages. They also provide almost unlimited exposure; readers can study the advertisement at any time and at their leisure. Print ads are also perceived as more reliable and trustworthy - a significant issue at a time when other forms of media seem to be too often held in suspicion. And print ads provide a broader customer experience, allowing for a deeper level of engagement with a tangible product.

Globally, the print media market struggled during COVID. But the market is expected to grow at an annual rate of nearly nine percent! Those newspapers, magazines, periodicals, books, directories, and mailing lists have not become merely material for the recycle bin. They are as relevant as ever.

And that makes print an important part of your tool kit, with a host of options ranging from custom full-color brochures of a property that can be handed out in person, to postcards targeting a specific neighborhood.

Bulk Mail vs. EDDM



Of course, print advertising covers a lot of territory. Flyers posted in common areas or handed out at community events. Business cards (like the rest of your marketing products) that reflect your brand identity. But none of your marketing strategies, digital or print, have the power to reach as many people as sending postcards through bulk mail and EDDM.

What is the difference? Well, think of bulk mailing, whether first class or standard post, as a tool to aim a specific message at a specific group of people. This tool comes in handy when you have a mailing list. The list could be made up of past clients with whom you would like to stay in touch. It could represent an entire neighborhood you would like to farm and for which you have obtained names and addresses. With bulk mail, you can target a niche of households based on age, income, or some other data point. The point is, with direct mail you can customize and personalize your message.

With EDDM, on the other hand, you broadcast to every home in a given area. No permits necessary. No mailing lists (or even addresses) needed. Everybody gets the message. Therefore, your message is likely to be a general one: “House just sold...”; “Hello, my name is…”; or “How can I help?” Here, you are not looking for up close and personal, you are looking to get a postcard into as many hands as possible for the lowest cost possible.

At Hometrack, each bulk mail or EDDM postcard is first designed with your business brand in mind. In the case of first class bulk mailers, your postcards can be fashioned in a range of styles and sizes and will be delivered within two business days. EDDM mailers are also branded and delivered in two to four days in one of two size options for as little as thirty seven cents each.

Sure, the pandemic has driven online home-buying upwards. Who knows? That trend may take hold permanently. And digital marketing through social media is certainly here to stay. But so is the tried, true, and tested media of print advertising that can take your message to more places than almost any other.