Eddm vs direct mail

EDDM (Every Door Direct Mail) and direct mail are both forms of targeted marketing, but they differ in their approach, cost, and effectiveness. Here's a comparison of the two:

EDDM (Every Door Direct Mail)

• A cost-effective way to reach every household in a specific geographic area
• No mailing list required; the USPS delivers to every address in the selected area
• Typically used for local businesses, such as restaurants, retail stores, and service providers
• Ideal for promoting events, sales, or new products/services
• Cost: $0.155 per piece (average cost per piece, depending on the size and weight of the mailpiece)

Direct Mail

• A targeted marketing approach that requires a mailing list of specific recipients
• Allows for personalized messages and offers based on individual customer data
• Can be used for a wide range of industries, including B2B and B2C
• Ideal for promoting products or services to existing customers, prospects, or leads
• Cost: Varies depending on the size and complexity of the mailing list, printing, and postage

Key differences:

1. Targeting: EDDM is a blanket approach that reaches every household in a specific area, while direct mail requires a targeted list of specific recipients.
2. Cost: EDDM is generally cheaper than direct mail, especially for small to medium-sized mailings.
3. Personalization: Direct mail allows for personalized messages and offers, while EDDM is typically a one-size-fits-all approach.
4. Delivery: EDDM is delivered by the USPS, while direct mail can be delivered by various carriers, including the USPS, FedEx, and UPS.
5. Response rate: Direct mail typically has a higher response rate than EDDM, as the message is targeted to specific individuals with a higher likelihood of interest.

When to use EDDM:

• You want to reach a large number of households in a specific geographic area.
• You have a local business or service that appeals to a broad audience.
• You want to promote an event, sale, or new product/service to a wide audience.

When to use direct mail:

• You have a targeted list of specific recipients who are likely to be interested in your product or service.
• You want to personalize your message and offer to individual customers or prospects.
• You need to promote a complex product or service that requires a more detailed explanation.

Ultimately, the choice between EDDM and direct mail depends on your marketing goals, target audience, and budget.