Are you debating on EDDM® vs. Targeted Mail?
The good news is that both Every Door Direct Mail® (EDDM) and Targeted Direct Mail offer numerous benefits. Each option has its pros and cons that we will share in this article.
Deciding between the two options depends on the type of information you have on hand as well as the short- and long-term goals of the mailing.
For plenty of businesses, it makes sense to send to every household surrounding your location because a huge number of households are interested in your business.
Think about bakeries, restaurants, health care providers, coffee shops, pet supplies, auto repair shops, gyms and many others. In fact, it's a common practice for businesses to "farm" a neighborhood — a tactic where they send repeated mailings to a neighborhood to raise awareness and provide special offers. EDDM is a great solution for this approach due to its low cost to high volume value.
On the other hand, if you sell specialized services, like a financial planner does, you will want to target a specific type of homeowner. For example, you can buy a list of addresses where the family has college-aged children and they may be looking for your advice. Targeted Direct Mail is a great solution because you can use demographic attributes to find your ideal audience.
Some organizations use a combination of both to achieve their objectives. We've outlined the pros and cons of EDDM vs. Targeted Mail below.
Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a service offered by the United States Postal Service (USPS) that makes it easy to reach every home in the neighborhoods you select. You don't need to know the names or street addresses of your intended audience.
PROS
- Lower cost than Targeted Mail
- No need to purchase a list
- No postal permit required
- Grows general awareness of your business
CONS
- Cannot target specific households within the neighborhood (postal carrier route)
- No personalization
Targeted Mail (TDM)
This solution allows you to rent a list of addresses that contain only the type of households you may care about. Your list can include only households that include children, a specific age group, marital status, length of residence and more. The cost is a little higher than Every Door Direct Mail (EDDM), but you could end up mailing fewer pieces. If you are using our AMPlified Mail platform to create a postcard, you can purchase a targeted list or upload lists of your existing contacts.
PROS
- Targeted (mail to specific households)
- Can be personalized
- Relevant message
- Allows you to strengthen connections with existing or past clients
CONS
- Higher cost to mail
- Have to purchase the mailing list
In the end, either EDDM or Targeted Direct Mail are great solutions that can help you grow your audience and increase its value. What's important is for you to develop a long-term strategy that aligns with your business objectives.