Direct mail remains one of the most effective ways to reach customers, but not all campaigns are created equal. Businesses often wonder: should I go broad with Every Door Direct Mail (EDDM) or focus on a more precise, targeted approach? Understanding the difference can save you money, maximize impact, and ensure your message reaches the right audience.
What is Every Door Direct Mail (EDDM)?
EDDM is a service offered by the U.S. Postal Service that allows businesses to send mail to every address in a specific geographic area without needing individual mailing lists. It’s ideal for:
- Local promotions or grand openings
- Awareness campaigns for new stores or services
- Seasonal offers in a specific neighborhood
Pros of EDDM:
- Cost-effective for high-volume mailings
- No need for a detailed mailing list
- Broad coverage for maximum local reach
Cons of EDDM:
- Less personalization
- Not ideal for highly specific audience targeting
- Response rates may vary depending on neighborhood demographics
What is Targeted Mailing?
Targeted mailing uses curated mailing lists to reach specific customers based on demographics, purchase history, or behavioral data. This method is ideal for:
- Promotions to previous customers
- High-value or niche product offers
- Geographic or demographic-specific campaigns
Pros of Targeted Mailing:
- Highly personalized for better engagement
- Greater likelihood of conversions
- Can track ROI more accurately
Cons of Targeted Mailing:
- Potentially higher cost per piece
- Requires accurate and up-to-date mailing lists
- Smaller reach than EDDM
Download EDDM_vs_Targeted_Mailing_Comparison_Table
Which Should You Choose?
The choice between EDDM vs targeted mailing depends on your goals:
- Choose EDDM when you want to build local awareness quickly and cost-effectively.
- Choose Targeted Mailing when you want precision, personalization, and higher conversion potential.
Sometimes, the most effective campaigns use a blend of both approaches—EDDM to raise awareness and targeted mail to nurture leads and repeat customers.
Let BOPI Help!
Navigating the nuances of direct mail doesn’t have to be complicated. Let us help you choose the right approach for your business, guide your design to avoid common pitfalls, and connect you with a professional designer if needed.
Whether it’s EDDM or targeted mailing, BOPI ensures your next campaign is executed flawlessly and gets results.