Direct mail has one advantage digital ads can't touch: up to 90% of it actually gets opened. But "direct mail" isn't one strategy — it's at least two very different approaches with different costs, targeting, and best-fit use cases. Here's how EDDM and traditional targeted mailing compare.
What Is EDDM?
Every Door Direct Mail (EDDM) is a USPS program that lets you blanket every address on a specific mail carrier route — no mailing list required. You pick the routes (typically by ZIP code or neighborhood), and your piece goes to every mailbox on that route. It's the most cost-effective way to reach a geographic area at scale, and there's no minimum quantity based on a purchased list.
What Is Traditional Targeted Direct Mail?
Traditional direct mail uses a purchased or owned mailing list, filtered by criteria like homeowner status, income level, age, or past purchase behavior. It costs more per piece than EDDM because you're paying for that targeting, but it reaches a more specific audience — useful when your ideal customer isn't "everyone in this neighborhood" but a narrower profile.
Which One Should You Use?
- Choose EDDM if you're a local business (restaurant, retail, home services) trying to build awareness in a specific geographic radius
- Choose EDDM if budget efficiency per piece matters more than precise targeting
- Choose targeted mail if you're selling something with a narrow ideal customer profile
- Choose targeted mail if you already have a list of past customers or leads worth re-engaging
Design Still Matters More Than the List
Whichever route you choose, the piece itself does most of the work. Postcards generally outperform letters for local business promotions because the offer is visible without opening an envelope — and a clear, single call to action beats a crowded design every time.
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