9/19/2023
| A. Popwell
EDDM (Every Door Direct Mail) and Regular Direct Mail differ in how you choose to reach an audience through snail mail. Physical, paper mail is still relevant in today’s digital media saturated market. If you are not familiar with the working processes of bulk mail, you have at least been a recipient of it. Let’s break down the confusion around EDDM and Regular bulk mail options and the pros and cons of each.
It All Starts With A List:
EDDM is a facet of direct mail service that is offered by the USPS. Regular direct mail requires a mailing list collected by a business to specific recipients, which can be time extensive and often requires other types of marketing to collect high quality leads before a robust list is compiled.
EDDM (Every Door Direct Mail) doesn’t require a pre-collected list, instead this service is provided by the United State Postal Service (USPS) where lists are provided to the mailer by USPS postal routes.
With EDDM, you can target a community or area based on carrier routes and decide how many pieces of your promotional mail you want delivered. EDDM is a great option if your business is new to a specific community or if you are wanting to reach a specific geographical area for your marketing.
Where EDDM is able to reach a broader audience, regular direct mail targets specific individuals. Regular direct mail requires you to have a precollected list of leads. Your list is not limited to location, like EDDM, and you are able to focus on marketing directly to customers that you believe have a direct interest in your business.
Regular Direct Mail also allows for variable data printing (VDP). Variable data printing works by using Information from your mailing lists or customer database, which are matched to data fields in a marketing piece layout. This means that images can vary based on each customer, and you can speak directly to that person by name and interests.
This also means that you can use your snail mail marketing seamlessly with digital channels in your campaign. For example, a postcard can have a custom QR code or link that your customer can visit, which will also be personalized to his/her interests.
Regular Direct Mail really allows you to cater your marketing to the individual.
EDDM and Direct Mail each have their own purposes. Knowing when to use which for your specific promotional purposes is key.
We can help you at any point in your marketing with design creation, campaign visuals, printing and mailing. Contact us at us448@alphagraphics.com, visit alphagraphicshoover.com, or call 205.979.2373.