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.