What Is The Difference Between EDDM And Direct Mail?

Marketing communicates a company’s value proposition to potential customers, clients, and stakeholders.

It includes advertising, public relations, promotions, and sales activities. In this day and age, marketing has become a vital part of any business operation.

Companies need to have effective strategies to succeed in today’s competitive market. 

Every Door Direct Mail (EDDM) and Direct Mail are two of the most popular methods for marketing products and services.

EDDM and Direct Mail have advantages and disadvantages, so it is vital to understand each method before deciding which technique is suitable for you.

What Is EDDM?

EDDM is a postal service provided by the United States Postal Service (USPS).

It allows businesses to send mailings cheaply to every mailbox in a designated area without needing a dedicated mailing list, making it an ideal option for small businesses with limited budgets.

The primary advantage of EDDM is that it offers marketers access to a large pool of potential customers who may need to become more familiar with the business or its products.

Additionally, the EDDM size requirements eliminate the need to purchase large lists of addresses or pay for printing services, saving businesses time and money.

What Is Direct mail?

Direct mail is a traditional form of marketing that involves sending physical mailings to targeted customers.

Unlike EDDM, Direct Mail requires businesses to purchase lists of potential customers, including their names, addresses, and other demographic information.

This approach helps ensure that the mailings reach the right people and have a higher chance of success.

Additionally, many companies use direct mail in combination with other forms of marketing, such as email or social media campaigns, to maximize their return on investment (ROI).

Factors To Consider When Comparing EDDM And Direct Mail

When comparing EDDM and Direct Mail, there are several factors to consider.

Both methods offer advantages when reaching potential customers, but each has drawbacks.

For example, EDDM is less expensive than Direct Mail, but lacking targeting can lead to wasted resources.

On the other hand, Direct Mail is more expensive and requires businesses to purchase mailing lists, but it provides a higher ROI due to its targeted approach.

Additionally, while EDDM offers access to a large pool of potential customers, it may also be less effective at generating conversions than Direct Mail because EDDM does not allow marketers to personalize their message or tailor campaigns for specific audiences. 

The drawbacks of EDDM and direct mail marketing include purchasing large lists of addresses or paying for printing services, which can be costly.

Additionally, both methods require the time and effort of creating a marketing message that resonates with potential customers. 

Ultimately, the effectiveness of either method depends on your intended goals and budget. Businesses looking for a low-cost option with a high reach should consider using EDDM. For those who want greater control over targeting and campaign design, Direct Mail is the better option. 

Other Marketing Techniques Used By Successful Businesses

Although EDDM and Direct Mail are two of the most popular marketing strategies, other more effective options are available.

For example, many businesses use search engine optimization (SEO) to improve their ranking in search engine results pages (SERPs). 

To further optimize success, many companies use A/B testing or segmentation instead of EDDM and Direct Mail to maximize their ROI.

Professional marketers utilize analytics to better understand the data from customer responses, such as open rates and click-throughs, to adjust their strategies accordingly.

Additionally, they create effective campaigns by leveraging critical insights on customer psychology that can be derived from research studies or focus groups.

Businesses often use automation tools or outsource these tasks to professionals who specialize in optimizing marketing efforts for maximum effectiveness.  

Content marketing can create new leads and engage existing customers with informative and entertaining content.

Public relations strategies, such as industry events, press releases, and influencers’ interviews, can help spread the word about a business’s services or products.

Finally, businesses often use social media marketing to build relationships with potential customers, engage current customers, and drive traffic to their websites.

No matter which approaches you choose, it is essential to understand the differences between EDDM and Direct Mail to make an informed decision.

Your business can effectively reach its target audience and increase sales with the right strategies. 


EDDM and Direct Mail each have advantages and disadvantages that you should carefully consider.

Knowing and understanding the differences between these two methods can help businesses make an informed decision when deciding which one is right for them.

Additionally, businesses can use other marketing techniques to improve their reach while controlling costs.

By combining different strategies, they will have a better chance at success than relying on a single method.

Therefore, businesses must evaluate all options available before making any decisions about their marketing efforts.  

With the right combination of techniques, they can find the best solution for their needs and budget. 

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