Blog Post

EDDM vs Direct Mail: What’s the Difference?

When it comes to marketing, you’ve probably heard the terms "EDDM" and "Direct Mail" thrown around like confetti. They both involve sending physical mail to potential customers, but they work in very different ways. If you’ve ever wondered what the difference is - and more importantly, which one is better for your business - you’re in the right place.

Let’s break down Every Door Direct Mail (EDDM) and Direct Mail, and while we’re at it, I’ll give you a few solid reasons why Direct Mail might just be the secret weapon your business needs.

What Exactly Is EDDM?

Every Door Direct Mail, or EDDM, is the pizza delivery approach to marketing. You don’t know who’s ordering, but you know that a hot, cheesy offer will land on every doorstep in the neighborhood. EDDM allows businesses to send marketing materials (like postcards, flyers, or brochures) to a specific geographic area without needing a mailing list. You choose a neighborhood, a ZIP code, or a postal route, and your marketing pieces are delivered to every home and business in that area.

EDDM is often seen as the simple, budget-friendly option for businesses that want to blanket a local area - think small businesses like local restaurants, auto repair shops, or retail stores. But because you’re sending the same message to everyone, it’s a one-size-fits-all solution.

What Is Direct Mail?

Now, let’s talk Direct Mail. If EDDM is the pizza delivery approach, Direct Mail is more like sending a personalized, handwritten invitation to an exclusive dinner party. With Direct Mail, you target specific people based on their interests, demographics, or behavior. It’s personal, precise, and effective. Direct Mail campaigns can be as broad or as narrow as you want, but what sets them apart is the ability to customize your message for each recipient.

You’re not just shouting out an offer to the masses - you’re speaking directly to someone who might care about what you have to say. Direct Mail can include everything from personalized postcards to catalogs, brochures, or even fully customized letters.

Why Direct Mail Might Be a Better Choice for Your Business

Now that we’ve got the basics out of the way, let’s dive into why Direct Mail may be the best option for your business. Here are a few key reasons why Direct Mail could outshine EDDM.

1. Personalization Is King

Let’s face it - people love to feel special. When you open your mailbox and see something addressed directly to you, you’re more likely to take a second look. Direct Mail allows you to tailor your message to each recipient. Whether it’s adding their name, a personalized offer, or even tailoring the entire design to their specific preferences, Direct Mail gives you the flexibility to create a connection with your audience.

With EDDM, everyone gets the same generic message. It’s great for raising awareness, but not so much for creating that personal touch that makes people take action.

Direct Mail Tip: Use personalized URLs (PURLs) or QR codes in your Direct Mail pieces to make it even more interactive and trackable. It’s a great way to bridge the gap between offline and online marketing.

2. Targeting the Right Audience

One of the biggest advantages of Direct Mail is its ability to laser-focus on a specific audience. Let’s say you run a home improvement business, and you’ve compiled a list of people who have shown interest in your services or live in homes older than 10 years. Direct Mail lets you send tailored messages to those homeowners, ensuring that your marketing dollars are spent on people who are most likely to convert.

EDDM, on the other hand, sends your message to every home in a given area - whether they’re in the market for your services or not. Sure, it’s great if you’re a pizza place and want to reach every hungry household, but for most businesses, a more refined approach will yield better results.

Direct Mail Tip: Purchase or build a quality mailing list based on demographics, buying habits, or geographic data. The more refined your list, the better your results will be.

3. Higher Engagement and Response Rates

People receive a ton of emails every day, but how many pieces of actual mail do they get? Fewer than you think! And the beauty of Direct Mail is that it feels tangible - it’s something people can hold in their hands, and that physicality often translates into higher engagement rates. Studies have shown that Direct Mail has a higher response rate than digital marketing channels like email or social media ads.

Because Direct Mail can be personalized, it creates a sense of connection with the recipient. Whether it’s a special offer, an exclusive coupon, or a personalized message, people are more likely to engage with something that feels tailored to them. In contrast, EDDM lacks that personal touch and can easily be tossed into the recycling bin without a second glance.

Direct Mail Tip: Include a strong call to action (CTA) in your Direct Mail piece, whether it’s a discount code, limited-time offer, or invitation to visit your website. The more compelling the CTA, the better your chances of a response.

4. Better Tracking and Insights

Here’s where Direct Mail really outshines EDDM. When you send out a Direct Mail campaign, you can track exactly who received it and who responded. This level of data-driven insight allows you to measure the effectiveness of your campaign and make adjustments for future mailings. You can track response rates, calculate your return on investment (ROI), and even segment your audience to see which offers resonate best.

With EDDM, tracking is much more difficult. You’re sending out materials to an entire neighborhood, but you won’t know exactly who responded unless they physically bring in a coupon or mention the mailer when they make a purchase. It’s harder to optimize your marketing efforts without specific data on what’s working.

Direct Mail Tip: Use unique coupon codes or trackable phone numbers in your Direct Mail pieces to measure the success of each campaign.

5. Standing Out from the Crowd

Direct Mail allows you to be creative - whether it’s through personalized design, unique packaging, or interactive elements like scratch-offs or fold-outs. You can get really creative and design something that stands out in a stack of mail. With EDDM, your options are more limited. Because it’s designed for mass distribution, you may be restricted to simpler formats, making it harder to grab someone’s attention.

Direct Mail Tip: Use creative designs and unusual formats to make your Direct Mail piece memorable. Whether it’s oversized postcards, three-dimensional mailers, or interactive elements, creativity can make a lasting impression.

Why Not Both?

At this point, you might be thinking, "Why not both?" And that’s a great question. EDDM and Direct Mail aren’t mutually exclusive. In fact, many businesses find success by using both methods in tandem. For example, you could use EDDM to raise awareness in a new neighborhood and follow up with a personalized Direct Mail piece to those who showed interest or made a purchase.

By combining the broad reach of EDDM with the precise targeting and personalization of Direct Mail, you can create a multi-channel marketing strategy that reaches new customers while nurturing relationships with your existing audience.

The Verdict

So, EDDM vs Direct Mail - which one should you choose? If you’re looking to quickly blanket an area with a broad message, EDDM is the way to go. But if you’re after a more personalized, targeted approach that delivers higher engagement and better tracking, Direct Mail is your best bet.

In today’s world, personalization matters more than ever. Direct Mail gives you the tools to speak directly to your audience, build relationships, and ultimately drive better results. So, if you’re ready to take your marketing to the next level, it’s time to start writing those personalized invitations to your ideal customers!