Direct Mail Piece of the Week: Mission Lakes Dental Care
June 4, 2014
Every Door Direct Mail (EDDM) is a great marketing tool for those industries that draw their clientele a set distance from their business. Some examples are restaurants, dry cleaners and healthcare. The biggest benefit of EDDM is the postage savings. The mailer selects their zip codes and/or carrier routes directly from usps.com and can select “residences only” or “residences and businesses” on each route. This process doesn’t require a mail list or printing of the address on the mail piece. Our direct mail piece of the week is an EDDM piece sent out by a dentist. Let’s take a closer look:
Format: This postcard is an EDDM direct mail piece designed at 7.25” x 13.25”. The size really stands out in the mailbox as it is larger than the typical mail piece.
Design: Very easy to read and not too much type on the page. On the front, there is a photo of the doctor along with the office contact information, a large map and several promotions. The back side has a photo of two people with nice, white teeth and beautiful smiles as well as bullets listing the services. It was great that they included social media (Facebook) as a form of brand engagement.
Printing and Paper: There were no special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: We received the mailer as is with no sort of envelope or packaging.
Purpose: Attract new clients.
Offer and Call to Action: There were three different offers to choose from: $59 cleaning, exam and x-rays, or $1 take home whitening or $1 emergency exam. The postcard also mentioned they were accepting new patients and they see kids.
Digital technology integration: None, but none was really needed. If they had any Youtube videos, this would have been a great place to have a QR code so it could interact with a mobile device.
Personalization: None is allowed on EDDM pieces.
Overall, this was a nice direct mail piece. Visually, it had a nice, clean look and the large size made it easy to read. Including a map also makes it easy for potential clients to find this dentist.