Choosing Between EDDM and Direct Mail for Your Next Campaign

Many businesses still count on physical mail to leave a strong impression on their target audience. Postcards, catalogs, and brochures always play their part in connecting brands with their local customers in a more personal way.

Two popular options, Direct Mail and Every Door Direct Mail (EDDM), offer different ways to deliver their message straight to customers’ hands. But what really sets them apart? In this article, we’ll break down the key difference between EDDM and direct mail and give you an idea of when to prep your mail listings or contact the USPS service.

Direct Mail vs. EDDM®

Both Direct Mail and EDDM services can help you deliver marketing materials straight to your customers’ mailboxes. The main difference between services lies in which of your target audiences you want to promote to.

• Direct Mail lets you send postcards, brochures, or flyers to specific people from your mailing list. To use this service, you’ll need a comprehensive list that includes the customer names, addresses, and other relevant information.
• EDDM, on the other hand, is a USPS service that sends your promotional tools to every household or business in a selected area. You don’t need a mailing list; simply choose a ZIP code or a neighborhood, and your postcards will be delivered to every address in that region.

To make the comparison easier, here’s a quick chart showing how EDDM and Direct Mail differ in reach, cost, and targeting.

	Direct Mail	EDDM
Target audience	Direct Mail is often directed to existing customers, loyal clients, or business partners who already have a connection with your brand.	EDDM is designed to reach new audiences, particularly homeowners and local businesses within a designated area.
Mailing list	This method requires an updated mailing list containing homeowner names and mailing addresses. If you don’t have a mailing list, many providers can help you create one.	EDDM does not require a mailing list. Once you select your area, the USPS will automatically deliver your mail to every address within that zone.
Mailing strategy	Direct Mail works best for loyalty campaigns, exclusive offers, and event invitations. Because the audience is targeted, messages can be personalized and tailored to each of their preferences.	EDDM is ideal for broad promotions and local sales announcements. Since postcards and brochures will reach a general audience, their designs can focus on brand awareness, discounts, and simple calls to action.
Best products	Common products for Direct Mail include postcards, brochures, and invitation letters that can carry personalized messages or event details.	Popular EDDM materials include promotional postcards, flyers, and product catalogs.
Design and customization	Direct Mail offers complete creative freedom. You can fully customize your materials with unique designs, personalized greetings, and targeted content.	EDDM materials should follow USPS size and shape guidelines. There are also other mailing standards for Retail and BMEU EDDM options that businesses need to follow when designing their materials.

Maximizing Direct Mail and EDDM for Promotions

Choosing between EDDM and Direct Mail is all about maximizing the USPS mailing service for your promotions. Both methods can boost brand visibility when you apply them strategically to your marketing goals.

Direct Mail Tips

• Focus on eye-catching design.
  • Create mail that grabs attention at first glance. A simple, well-balanced layout helps your message look professional and easy to understand.
  • Use clear visuals, readable fonts, and your brand colors to make it stand out. You can also make separate designs for your target recipients if you have the budget.
• Personalize your mail.
  • Write in a friendly, conversational tone that feels genuine and uplifting. Avoid generic messages and instead, tailor the tone and content to their personality.
  • Use the recipient’s name and mention details that make them feel valued, such as their past support or loyalty.
• Send mail at seasonal intervals.
  • Instead of mailing too often, plan campaigns around seasons or special occasions.
  • You can even send direct mail to long-term clients just to stay connected, even when there’s no ongoing promotion.
• Constantly update your mailing list.
  • Keep your customer database fresh by checking responses and adding or removing contacts when needed.
  • It also helps to include tracking tools like QR codes, so you can see how people respond to your mail.

EDDM Strategies

• • Use bold, appealing designs.
    • Since EDDM reaches a wide audience, design your promotional products to instantly grab attention.
    • Use vibrant colors, high-quality images, and short, catchy headlines.
    • Keep the layout clean and organized so readers can quickly see your main message and offer.
  • Make your message clear and actionable.
    • Keep your promotion simple and easy to understand. Focus on key details such as event dates, product launches, or special sales.
    • End with a strong call-to-action that encourages new customers to visit your store or contact your business.
  • Carefully select your target area.
    • Take time to review the neighborhoods and ZIP codes you plan to include in your EDDM campaign.
    • Make sure your message and offers match the needs of your potential clients and customers.
    • Try to target areas near your business to ensure the interests of the people align with your promotions.
  • Follow USPS guidelines.
    • Adhering to USPS rules helps ensure your EDDM campaign runs smoothly and that your mail reaches customers without delays.
    • Pay attention to size, weight, and design requirements for postcards or flyers.
    • Remember that both Retail and BMEU EDDM options have specific processes you need to follow.

 

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Both EDDM and Direct Mail open opportunities for your business to connect with your audience through tangible, memorable marketing. EDDM helps build brand awareness within local communities, while direct mail strengthens relationships with existing customers and partners.

By using these tools together, you can expand your reach and make your promotions stand out. If you ever want to try promoting my mail, PrintPlace is ready to help with your USPS needs, mailing services, and postcard and brochure designs.