What’s the Difference Between Targeted Direct Mail and EDDM? What’s Best for My Business?

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We pride ourselves on being experts in direct mail advertising. As a key performer for our clients who need to get vital messaging out to their audience, it can provide a colorful, tactile, and impactful experience that can’t be matched digitally. We have experience working with just about every industry you can think of, and every client has a different campaign depending on needs and budget. We aim to provide solutions for companies and industries of all sizes. 

Our blog serves as an education tool for professionals in Buffalo and beyond to better understand the ins and outs of direct mail, print, and graphic design. Today the focus will be mail, but specifically we want to break down some of the significant differences between what’s known as “Targeted Direct Mail,” versus what’s known as “EDDM,” or Every Door Direct Mail. We’ll also go over some inspiration for where your industry might fit best!

When creating a targeted direct mail campaign, it’s important to understand your options so you can determine what strategy is best for your particular business or campaign. Both targeted direct mail and EDDM have pro’s and con’s, and you could end up using both for your brand, for different campaigns. 

Strategic Difference

The main difference between targeted direct mail and EDDM is what can be accomplished with it.  Targeted direct mail is best when you know your audience and would like to provide a message that correlates to them specifically.  For example using a house list when asking for a donation.  These recipients are typically aware of your message and have a greater ROI on who will respond.  It is also good for personalization when you have the data to support it.  

EDDM or Every Door Direct Mail on the other hand is best when it doesn’t matter if the recipient has done business with you before or if your offer can fit just about any audience.  An example of this would be the grand opening of a grocery store or restaurant.  Many of the recipients may be interested in a new business opening up in their area. Whether you’re sending a brochure, flyer, postcard, or other media, it’s important to understand your audience and what type of response you expect from your call to action. 

EDDM is location-based targeting, where you base who receives the mail through pre-selected mailing routes provided by the United States Postal Service. (USPS)  Every address in the selected routes will receive your mail piece. 

Example: A real estate broker has expanded their business into a new area, and wants to drive awareness for all homeowners in a certain mailing route.

Targeted Direct mail specifically is sent to recipients that fit specific demographics like income, age, or interests.  A rented mail list or house list will only go to individuals that have a higher probability of being interested in your unique offer or service.

Example:  a BMW dealer may only want to target individuals that have previously owned or are in the market for a BMW and fit a specific income demographic.

The direct mail campaign can be personalized to each recipient and offer a personal experience to introduce the dealer to the recipient.

Design Difference

USPS EDDM has sizing requirements that are qualified as flats. These flats must meet specific size dimensions. You can see those requirements here. Regardless, Marketing Tech has performed countless EDDM campaigns and knows how to maximize your budget with EDDM despite these size requirements. 

Targeted Direct mail (or marketing mail) certainly offers greater options with regards to design and personalization, which can offer a much more impactful campaign. Targeted Direct mail allows the sender to create a mail piece that can be larger or smaller in size, along with the ability to customize the message based on your targeted demographic.

What’s Best for My Business?

There are many factors that will impact what strategy is right for your product or services. Depending on your industry, you may find that both could serve a purpose for different times. One thing to consider is budget. 

If you’re looking for the more affordable option, that will almost certainly be EDDM. Postage is going to be less expensive per unit than it will be for targeted direct mail. However, depending on the amount of homes you would like to hit, it can have its limitations.

EDDM mail pieces will be delivered to every address on the mailing route you select, which can get the word out more affordably, but may not yield as high of a response.

Here are a few industries that may find EDDM to be more beneficial, as they appeal to a broad, localized audience. 

  • Attorneys
  • Auto Repair
  • Car Washes
  • Carpet Cleaning
  • Churches
  • Dentists
  • Doctors
  • Dry Cleaners
  • Electricians
  • Florists
  • Gyms/Fitness Centers
  • Health Clinics
  • HVAC
  • Insurance Agents
  • Landscaping
  • Pest Control
  • Restaurants
  • Retail Stores
  • Salons & Spas

As you can see, these industries can be beneficial for “anyone,” whereas Targeted Direct Mail may have a more specific target or intention, such as:

  • Car Dealerships Targeting Individuals who’s lease or loan is almost up
  • Real estate agencies targeting individuals who own a home or are in a buying mindset
  • Travel companies targeting individuals who are frequent travelers
  • Healthcare services companies updating their client base with important news and updates to services
  • A nonprofit organization personally thanking an individual for their past donation, and demonstrating how that donation helped achieve a goal
  • A college reaching out to former athletic alumni in an effort to create awareness to help build a new sports arena.
  • A fitness center targeting young individuals in a local market to offer a promotional discount to increase memberships

EDDM and direct mail both have a place in marketing your business or organization. If you or someone you know is interested in learning more about how Marketing Tech can help you achieve your marketing goals, give us a call or fill out our form to speak with a print professional today! We look forward to meeting you!

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