Choosing between EDDM® and a targeted mailing list is the first big decision in any direct mail campaign. Both can fill your phone with calls, but they work in very different ways, and picking the wrong one can waste a big part of your budget. Here’s how to decide in about three minutes.
What EDDM® is (and isn’t)
Every Door Direct Mail (EDDM®) is a USPS program that delivers your mailer to every address on the carrier routes you choose. There’s no list to buy and no names or addresses to print. You pick neighborhoods on a map, and the Post Office does the rest.
Because there’s no addressing, postage is low and setup is fast. The trade-off: you reach everyone on the route, including people who will never need what you sell.
What a targeted mailing list gives you
A targeted list lets you choose exactly who receives your mail: homeowners, new movers, households with kids, a certain income range, or your own customer list. Each piece is addressed to a specific person.
You pay a little more per piece for the list and addressing, but far fewer mailers go to the wrong people, so the cost per lead is often lower.
Quick guide: which one fits your business?
EDDM® is usually the better choice if:
- Almost every household in an area is a potential customer (restaurants, dentists, landscapers, local events).
- You want to blanket the neighborhoods around your location.
- You want the lowest cost per piece and the fastest setup.
A targeted list is usually the better choice if:
- Your ideal customer is a specific type of person (new homeowners, seniors, business owners).
- Your customers are spread out rather than clustered in a few neighborhoods.
- You want to follow up with the same people over several mailings.
Why magnets make either option work harder
Whichever route you choose, a postcard with a removable magnet or a magnet strip postcard keeps your message on the fridge long after a regular postcard is gone. For EDDM®, our 6″ x 11″ size meets USPS requirements, and we can handle the paperwork and Post Office drop-off with our full-service EDDM® option.
Still not sure? Ask us
We help businesses make this call every week. Tell us about your customers and your budget, and we’ll recommend the approach that gives you the most responses for your money, with a free, no-obligation quote.
