EDDM vs. Direct Mail- Which is the Best Option for Your Business?

Posted by Steve Morgan on June 3rd, 2024

The most affordable and result-driven way to personalize customer correspondence is direct mail. But there is always an EDDM and direct mail debate that marketers face.

In this article, we are going to address the debate of EDDM service and direct mail in depth to help make an informed choice.

What is EDDM?

EDDM is every door direct mail. It is a USPS service, which enables businesses to send mailers to each household on a certain route. Full service EDDM is a location-based marketing type, which enables you to contact all customerss working or residing within a certain radius. You don’t have to get a mailing list for this. Thus, it is more affordable and manageable to start with.

What is Targeted Direct Mail?

Targeted direct mail might seem similar to EDDM. However, they aren’t. Sure, both involve sending printed items to target customers. EDDM enables you to mail the whole neighborhood, looking for responses. Direct mail enables you to ship mailers to a mailing list to get optimum engagement and boost ROI. Customized mailing empowers you to connect with the right audience with relevant solutions.

Differences Between EDDM vs. Targeted Mail

When you have to choose between EDDM and direct mail, you should consider the differences. Let’s take a look at them.

1. Response Rates

Direct mail has a response rate of 4.4%. That’s a great way to communicate with customers and potential customers and hook them to your brand. The response rate of EDDM and direct mail suggests that-

• EDDM is a cheaper way to reach out to more target customers
• Direct mail is more focused and has a long-lasting impact

Direct mail is more straightforward and customized. When it comes to EDDMs, customization is not an option. It just focuses on dropping the promotional piece off at every doorstep, regardless of whether the recipient is a target customer.

2. Printing and Artwork Requirements

Targeted direct mailers provide flexibility as you do not have to follow set size, weight restrictions, and volume limits. You can send one letter or thousands as a part of the marketing campaign. There are no limitations, enabling you to fulfill your campaigning goals.

With EDDM there are some postal requirements you have to follow. For instance, USPS allows you to mail only when you have a minimum of 200 pieces. There is also a maximum cap. EDDM also has size regulations.

3. Pricing

EDDM printing and distribution are much cheaper than targeted pieces. Thus, if your primary concern is affordability, EDDM might be the right choice for you. unlike, targeted direct mail, every door direct mail doesn’t require an expensive postal permit.

Since direct mails are customized, it tends to be more expensive than EDDM.

4. No Mailing List Needed

Using EDDM means you do not have to secure a list of any addresses or names to mail them to. It is a great time-saver and best for businesses that do not have much customer detail or time or budget to purchase a list of individuals with relevant demographics. The EDDM mapping tool will enable you to be strategic with the routes you choose by showing the household size, average age, and income of residents on a certain route. However, when it comes to targeted direct mail, you will need a mailing list.

Which is a better choice for your business- EDDM or direct mail depends on your budget and marketing preferences. If your main aim is to save up, EDDM fits the bill. But if you want a more targeted campaign, customized direct mail is the best option.