The first decision in most direct mail campaigns is not the design. It is who gets the piece. There are two common routes: mail every household in an area, or mail a specific list of people. Both work. They suit different businesses.
What EDDM Is
Every Door Direct Mail, or EDDM, is a USPS service that delivers your piece to every address on the carrier routes you choose. You do not buy a list or print a name on each piece; mail is addressed to Postal Customer. You pick routes by ZIP code, household count and basic demographics. EDDM pieces have to meet USPS size requirements, so confirm the size with us before design starts.
What a Targeted Mailing List Does
A targeted list names specific people or businesses, selected by criteria such as location, age, homeownership, industry or past purchases. Each piece is addressed, and the message can change from one recipient to the next: a name, an offer, the nearest location.
How to Choose
- Use EDDM when your customers are defined by where they live: restaurants, service businesses, local events, a new location opening.
- Use a targeted list when they are defined by who they are: business to business, a specific age group, homeowners, past customers.
- Your own customer list is usually the best list you will ever mail. Start there if you have one.
Comparing the Cost
EDDM avoids list and addressing costs and usually mails at a lower postage rate. A targeted mailing costs more per piece but wastes fewer pieces on people who will never buy. The fair comparison is cost per response, not cost per piece.
How We Handle Either One
We print, prepare and mail under our own postal permit, including addressing and personalization for list mailings. See direct mail printing and mailing for the full service, and how long a direct mail campaign takes for planning the dates.
