Under the umbrella of direct mail marketing, two popular options stand out: Every Door Direct Mail (EDDM) and traditional direct mail. Understanding the nuances of each method—what makes them different, what makes them similar, and ultimately which is best for your business goals—is crucial for reaching the right audience in the most effective way possible.
What Is Direct Mail?
At its core, direct mail is any marketing method that involves sending promotional materials to a targeted list of recipients, whether it be postcards, flyers, brochures, or catalogs.
Benefits of Direct Mail:
- It’s tangible: Unlike digital ads that vanish with a click, direct mail sticks around. Studies show it stays in homes for an average of 17 days, keeping your brand top of mind.
- It’s personal: With 70% of consumers feeling more valued by personalized mail, direct mail creates connections that drive action.
- It builds trust: 76% of consumers trust direct mail more than digital ads, making it an ideal channel to establish credibility.
- It stands out: In a digital world, a physical mailer cuts through the clutter.
- It’s trackable: QR codes, unique URLs, and call tracking make it easy to measure campaign success.
What Is Every Door Direct Mail (EDDM)?
EDDM is a USPS service that allows businesses to blanket entire neighborhoods with their message—without the need for a mailing list. Simply choose your target area, and your mail reaches every household.
Benefits of EDDM:
- Local Reach: Businesses can blanket entire ZIP codes, ensuring widespread brand awareness within their service area. This method is perfect for reaching potential customers in specific neighborhoods.
- Affordability: EDDM is budget-friendly as it eliminates the need for purchasing mailing lists or postage permits, making it an excellent option for businesses with limited advertising budgets.
- Ease of Use: Launching an EDDM campaign is incredibly simple and can be done in as little as five minutes, making it an accessible marketing solution for businesses of all sizes.
EDDM vs. Direct Mail: Key Differences
While both EDDM and traditional direct mail fall under the direct mail marketing umbrella, they serve different purposes and offer unique benefits.
- Targeting:
- EDDM: Targets broad geographic and demographic areas.
- Direct Mail: Allows for precise targeting based on customer interests, purchasing behavior, and demographics.
- Cost:
- EDDM: More budget-friendly, with no need for a mailing list or permits.
- Direct Mail: Typically involves additional costs for mailing lists, personalization, and higher postage fees.
- Ease of Execution:
- EDDM: Quick and straightforward campaign setup.
- Direct Mail: Requires more planning and customization but allows for greater personalization.
Which Method Is Best for Your Business?
Choosing between EDDM and direct mail depends on your specific marketing goals and the nature of your business.
Choose EDDM If…
- You’re a local service business, such as a restaurant, contractor, landscaper, dentist, or auto repair shop, looking to reach everyone within your service area.
- You’re promoting an event, such as a community gathering or grand opening, where reaching the entire neighborhood is critical.
- You’re a small business looking to stretch your ad dollars, as EDDM is a cost-effective option that eliminates the need for mailing lists and expensive postage.
Choose Direct Mail If…
- You run a niche business that caters to a specific audience with unique interests, making a targeted mailing list more effective.
- You’re in the luxury market, where precision targeting ensures your high-end offerings reach affluent customers who are more likely to convert.
- You’re a non-profit organization, looking to maximize donor contributions by sending personalized appeals to individuals who have a proven interest in your cause.
The Bottom Line: Which One Should You Choose?
Both EDDM and traditional direct mail have their unique strengths. EDDM offers a cost-effective way to reach entire communities, while traditional direct mail offers targeted precision for higher ROI. The best option? The one that aligns with your goals.
Ready to take the next step?
At Taradel, we make both EDDM and direct mail simple, affordable, and incredibly effective. Book a free consultation today and let our experts help you create the perfect campaign to grow your business!
