When companies debate between Every Door Direct Mail (EDDM) and targeted direct mail with targeted mailing lists, the core trade-offs revolve around cost, reach, customization, and ROI. This article compares the two so businesses can choose a direct mail strategy that truly aligns with their goals.
1. Cost Per Mail Piece
- EDDM offers significant economies through flat-rate postage, typically around $0.15 to $0.18 per piece, sometimes reported between $0.24 to $0.25 depending on service levels.
- No mailing list purchase or permit is needed, further reducing upfront expenses.
On average, traditional targeted mailing costs more, roughly $0.26 to $0.54 per mail piece, because of individual postage and the cost of acquiring mailing list data.
Winner for upfront cost… EDDM, more affordable for reaching every mailbox in a route.
2. Reach & Audience Coverage
- EDDM broadcasts to every address in a specified area (ZIP codes or carrier routes). Excellent for brand awareness within a geography, great for restaurants, retail, grand openings, or community service.
- Targeted direct mail zeroes in on specific demographics or behaviors using mailing lists, ideal for precision campaigns, such as high-income households, past customers, or niche audiences.
Winner for reach… EDDM, when geographic breadth matters.
Winner for relevance… Targeted direct mail, when specificity matters.
3. Customization & Personalization
- EDDM has limited to no personalization. Each mailpiece is identical and unaddressed, often marked “Local Postal Customer”.
- Targeted mail lets you personalize using: names, tailored offers, demographics, behavioral triggers, and even variable data imaging, enhancing engagement significantly.
Winner… Targeted direct mail, by a long shot.
4. Mail Tracking & ROI
- EDDM tracking is limited: you can’t confirm deliveries and must rely on indirect indicators like promo codes or phone calls.
- Targeted mail shines on this front: when it comes to mail tracking, targeted mail enables embedding QR codes, personalized URLs, or tracking mechanisms to measure individual responses and optimize campaigns.
Moreover, although EDDM has lower costs, targeted mail often delivers higher ROI thanks to relevance and personalization driving stronger response rate.
Winner… Targeted direct mail, for precision and performance ROI.
5. Ease & Speed of Setup
- EDDM is remarkably simple. Use the USPS mapping tool to pick postal routes, no data needed, and send via a local print partner or USPS directly.
- Targeted mail requires sourcing or maintaining mailing lists, ensuring data hygiene, crafting personalized creatives, and managing more complex logistics.
Winner… EDDM, the faster, more streamlined option.
6. Best-fit Scenarios at a Glance
EDDM vs targeted direct mail isn’t about choosing the better, it’s about choosing what’s right for your goal…
- EDDM is smart when you need regional visibility on a budget, quick, practical, and broad.
- Targeted mailing lists provide long-term value when you need to engage with specific audiences in meaningful ways, and track what’s working.
Often, the highest-impact strategy blends both: start broad, then convert using targeted precision.
