Difference between Direct Mail and EDDM

What is the difference between direct mail and EDDM?

  • Traditional direct mail and Every Door Direct Mail (EDDM) are both direct mail strategies.
  • Their primary difference is in their ability to target recipients.
  • Traditional direct mail can be directly targeted to recipients of a certain demographic and a mailing list.
  • EDDM, while less expensive, targets every house in chosen neighborhoods.

Targeted Direct Mail

  • Traditional direct mail targets a specific demographic.
  • You can use it to send brochures, flyers, and postcards to a mailing list that consists of people that fit your target age, gender, income, and other variables.

Every Door Direct Mail (EDDM)

  • On the other hand, EDDM targets a specific geographic area.
  • No mailing list is necessary.
  • Using mailing routes from the United States Postal Service (USPS), you can choose a specific area that you want to cover with your direct mail.
  • You can, however, target EDDM based on the average demographic of each neighborhood.
  • Your direct mail piece will be sent to every house in your chosen neighborhoods.

Printing Requirements

  • Traditional direct mail has no restrictions on size and quantities.
  • You are free to customize your direct mailers however you want.
  • There are also no limitations on how many pieces you would like to send.
  • EDDM has specific size requirements.
  • Your mailers should be more than 11 1/2” long, more than 6 1/8″ wide, or more than 1/4″ thick.
  • They should not exceed 15” in length, 12” in width, or 3/4″ in thickness.