Regardless of the digital progression, businesses, both big and small, are using EDDM and direct mail to get their brand message across. However, it is difficult to make a choice when you are asked to choose between traditional direct mail and EDDM.
Not sure which direct mail type is ideal for your business? In this guide, we are going to lay down the differences between every door direct mail and traditional direct mail. So, by the end of this, you can decide for yourself.
What is EDDM?
Every door direct mail printing, also known as EDDM printing, is a USPS mailing option that enables businesses to send mail to all eligible addresses along with chosen carrier routes. Rather than buying or developing a mailing list, you can choose the geographic areas you would like to reach. Your mail piece will be delivered throughout the chosen routes.
Hence, EDDM printing is effective for businesses serving customers within a specific local area.
What is Traditional Direct Mail?
When you have to distribute mail to a specific mailing list, you choose traditional direct mail. You can build your campaign around your existing customer database. Based on the data you have, this can offer considerably more control over who is receiving your message. A targeted direct mail campaign might be the right choice if you reach groups, such as specific businesses or existing customers.
EDDM vs. Traditional Direct Mail
Here are the key differences between every door direct mail and traditional direct mail.
Targeting
Mailing List Needs
Preparation and Turnaround Time
Cost Involved
Reach
When it comes to EDDM, targeting is mainly geographic. It lets you select specific carrier routes and send your EDDM folded postcards to every eligible address along those routes. But targeting is more specific because the traditional direct mail campaign is based on a mailing list.
If your location is your primary concern, choose EDDM. However, if an existing customer relationship or audience characteristics matter more, choose the traditional method.
One of the top advantages of EDDM is that you usually don’t have to provide a curated address list for the promotional campaign. Small businesses can benefit from this as it simplifies the process of reaching out to nearby customers and increase their customer database. With traditional direct mail, you will need a mailing list.
In case you already have prospect or customer data, direct mail lets you use the information.
Affordable EDDM postcards printing can cut down some of the work related to the development and preparation of a mailing list. However, it still needs proper planning. You need to ensure your piece meets current USPS EDDM needs, and your chosen routes, design, quantities, and mail prep have to line up right. Traditional direct mail involves additional considerations, such as preparing mailing lists, addressing pieces, meeting postal requirements, and maintaining accurate data.
It is more effective to plan printing and mailing together rather than handling them as separate processes.
When you are comparing the two options, you should consider the cost. EDDM can be an affordable option for local campaigns that need broader reach, as it targets entire carrier routes rather than individual addresses. But lower costs don’t automatically mean a better campaign. You should assess the cost of reaching people who hardly have any interest in what you have to offer. A targeted campaign may have a higher cost per piece and require additional list preparation, but the greater precision can make the investment worthwhile.
Rather than focusing on the price per piece, consider the cost for each relevant prospect you reach.
Every door direct mail is known for its reach. In case you purpose is to create awareness in your neighborhood or a specific ZIP code, wider coverage might be a significant advantage. Direct mail focuses on selectivity instead of saturation. It lets you mail few pieces, and each of them reaches a more intentionally chosen recipient.
When Should You Choose EDDM?
Often, EDDM is a strong choice if your customers are from a specific geographic area. It is ideal for broad neighborhood coverage, or if you don’t have a mailing list. But with this, geographic proximity is more essential than accurate demographic targeting.
Why Should You Use Traditional Direct Mail?
It can be a valuable choice if your target audience is more specific. Choose traditional direct mail when you have a strong list of prospects or customers, or your offer is relevant to a certain audience. If you choose the mailing list carefully, you can ensure a better focus for your campaign.
FAQs
Can EDDM Help Businesses Reach an Entire Neighborhood?
Yes. EDDM can help businesses reach a large share of households within selected neighborhoods by targeting specific postal carrier routes. Thus, it is useful for local promotions or services that depend on nearby customers.
Is EDDM Cheaper Than Traditional Direct Mail?
EDDM can be more affordable than traditional direct mail because it does not require purchasing or preparing a mailing list. It also allows businesses to target entire carrier routes, which can reduce some mailing costs. However, the total cost depends on factors such as printing, postage, and quantity.
