What Is the Difference Between EDDM and Direct Mailing?
Written By: Elisha Yvonne Velasco | Published on December 4, 2024Direct mail marketing is one of the tried-and-true methods for reaching more customers. Two popular options to consider for promoting your business are Every Door Direct Mail (EDDM) and traditional direct mailing. While both involve sending physical mail to potential customers, they still work in different ways. In this article, we’ll explain the key differences between EDDM and direct mailing, their advantages, and their pros and cons to help you choose the best mailing option for your business.
What Is Every Door Direct Mail (EDDM)?
Every Door Direct Mail, or EDDM, is a mailing service offered by the United States Postal Service (USPS) that allows businesses to send promotional materials to select postal routes and neighborhoods in a specific geographic area. EDDM is suitable for local businesses that want to increase their brand visibility on a large scale. Some examples include restaurants, retail stores, and real estate agents.
What Is Direct Mailing?
Direct mailing is another mailing service that involves sending promotional materials to specific recipients based on demographics, behavior, or other details. With direct mailing, you either purchase or create a mailing list that allows you to send messages tailored to your audience. It’s often used by luxury brands, nonprofits, or e-commerce companies that focus on precision targeting.
Key Differences Between EDDM and Direct Mailing
- Targeting options – EDDM delivers your message to every address or postal route in a specific geographic area. Meanwhile, direct mailing targets recipients based on specific criteria, such as their age, income, or other behavioral data.
- Mailing list – You won’t need a mailing list when you choose EDDM. Instead, USPS uses its postal route to deliver promotional materials to every address within the selected geographic area. On the other hand, direct mailing depends on a purchased or curated mailing list, as it targets a business’ ideal customers.
- Cost – EDDM is generally cheaper with its flat-rate pricing for bulk postage, and you don’t need to buy or rent mailing lists. Direct mailing can be more expensive due to mailing list purchases, personalization and higher postage rates.
- Flexibility and personalization – EDDM doesn’t have any room for personalization, as the same message is sent in bulk to all recipients. With direct mailing, you can have personalized campaigns because they’re tailored to your target audience. This can include recipient names, special offers, and curated content.
- Ease of setup – EDDM is easier to set up because they use USPS tools to choose routes and manage delivery. Meanwhile, direct mailing can be more complex because it requires collaboration with third-party vendors or marketing agencies to handle data and perform list segmentation.
- Delivery options – EDDM is limited to local postal routes set by the USPS. On the other hand, direct mailing can target anyone – whether it’s local, regional, national, or international.
- Design – EDDM is limited to small mailers like flyers, postcards, or coupons due to the size and formatting restrictions of USPS. With direct mailing, there’s more creative freedom when it comes to design. You can send out a wide variety of promotional materials, from brochures and catalogs to letters and postcards.
- Best for – EDDM is best for businesses like restaurants, gyms, retail stores that want a broad reach within a specific area. If you’re a high-end retailer or nonprofit with niche audiences, direct mailing is the recommended service.
Pros and Cons of EDDM and Direct Mailing
Every Door Direct Mail (EDDM)
Pros- Broad reach, targets entire neighborhoods or cities
- Cheaper and offers flat-rate postage for bulk mail
- Minimal setup, convenient for small businesses with minimal resources
Cons
- Limited to a geographic area
- Lower response rate
- Lacks personalization
- Not ideal for businesses with a specialized product or service
Direct Mailing
Pros- Highly targeted, your message is seen by a niche audience
- Flexible and personalized content
- Higher response rate
- Versatile application, you can send out catalogs, brochures, and more
Cons
- Higher costs because of personalization
- Complex setup process
Which Option Is Right for Your Business?
When choosing between EDDM and direct mailing, consider the following:
Go with EDDM if:
- You’re a local business that wants to widen your customer reach
- You have to stick to a budget and prefer a simple process
- You’re promoting a big event or sale
- You’re sending out small promotional materials
Go with direct mailing if:
- You know who your target audience is
- You want your customers to receive personalized messages
- You don’t mind spending more on resources
- You’re sending out various promotional materials
Conclusion
Choosing between EDDM and direct mailing depends on your business goals, audience, and budget. EDDM is suitable for broad local campaigns, while direct mailing is ideal for businesses that want customers to have a personalized experience. When choosing between the two, remember to consider your business needs, so that you can find the best way to resonate with your audience.
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