To EDDM or Not to EDDM: Choosing The Right Direct Mail Marketing Method

The goal of direct mail marketing is simple: getting your message into the hands of the right audience. However, the real challenge lies in identifying that audience. When it comes to direct mail marketing, there are several options available, and choosing the right method depends on the type of mailpiece and its intended recipient.

In this post, we’ll explore the key factors to consider when selecting the right direct mail approach—specifically, comparing EDDM (Every Door Direct Mail) with other options.

Categorizing Your Mailpiece: Physical Attributes and Mail Classes

When choosing the right direct mail method, there are two primary factors to consider: the physical attributes of the mailpiece and the class of mail. These factors help determine the most suitable mailing option for your needs.

1. Physical Attributes of a Mailpiece

The physical size and weight of a mailpiece are the first considerations. Mailpieces are categorized into three main types:

• Letters: These are small mailpieces, typically between 3.5” x 5” and 6.125” x 11.5” in size. Letters are less than 0.25” thick and weigh no more than 3.5 oz.
• Flats: Larger mailpieces, up to 12” x 15” x 0.75”. Flats can weigh no more than 13 oz.
• Parcels: The largest category, parcels can exceed the size of a flat, with a maximum combined length and girth of 108 inches. These can weigh up to 25 pounds.

The USPS Quick Service Guide provides more detailed information on these physical standards.

2. Class of Mail

The class of mail you choose determines delivery speed, priority, and available services. Direct mail typically falls under USPS® Marketing Mail (formerly Standard), First Class mail, or EDDM®. Here’s a quick breakdown:

• First Class Mail: Offers faster delivery and includes return service. Undeliverable pieces are returned to the sender.
• USPS Marketing Mail: A slower option with no return service. Undeliverable pieces are discarded.
• EDDM®: A cost-effective option for reaching a large audience, with no need for a mailing list, but also no return service.

EDDM: A Simple and Efficient Choice

EDDM is a unique mailing method under USPS Marketing Mail. It involves sending a flat-sized mailpiece with a simplified address format, such as “Postal Customer” along with the city, state, and ZIP code. This method targets entire postal routes, ensuring that every mailbox on a given route receives the piece.

One of the biggest benefits of EDDM is that there is no need to purchase a mailing list. This makes it an affordable option for businesses looking to reach a broad audience, especially when targeting residential addresses. Postal routes can be easily found using the EDDM Mapping Tool, allowing businesses to select specific areas for delivery.

EDDM is particularly useful for businesses that offer products or services with mass appeal, such as a pizza restaurant. By targeting every household in a certain geographic area, businesses can ensure widespread visibility without the expense of a mailing list.

When to Choose a Targeted Mailing Instead of EDDM

While EDDM offers broad reach, it isn’t always the best fit for every business. Let’s take a closer look at when a more targeted mailing approach might be the better option.

For example, a local private school might not find EDDM ideal. The school’s services are only relevant to families with children, and within that group, additional qualifiers—such as the children’s age or household income—are important. In this case, purchasing a mailing list with specific demographic filters would be more effective. This ensures the advertisement reaches the right audience and makes the marketing effort more efficient.

Even if the school wants to advertise a general offering, like an open house, a targeted mailing approach using a qualified list would allow them to focus on families within a specific radius, with children of the right age range. This method increases the chances of a higher response rate and ensures the marketing dollars are spent wisely.

How Business Type Affects Your Direct Mail Decision

Business type plays a significant role in determining whether EDDM or another mailing strategy is the best fit. For example, if the pizza restaurant is hosting a special family night, they might opt for a more targeted approach, limiting their mailpiece to households with children or families in a specific area.

In contrast, a general promotion like a discount offer or new menu item could work well with EDDM, where the restaurant can reach all households in a nearby area, regardless of family size or income.

Evaluating the Right Direct Mail Method for Your Business

When deciding between EDDM and other direct mail options, several factors come into play:

• Target Audience: Does your product or service appeal to everyone, or does it cater to a specific group?
• Geographic Reach: Are you looking to target specific neighborhoods, or do you want to reach a wider area?
• Budget: EDDM is cost-effective but may lack the precision of a targeted mailing list, which can be more expensive but offers greater relevance.

By evaluating these factors, you can choose the direct mail method that aligns best with your business goals and marketing strategy.

Let Phillips Printing Help You Choose the Best Direct Mail Strategy

Deciding between EDDM and other direct mail options doesn’t have to be complicated. Phillips Printing is here to guide you through the decision-making process. Contact your salesperson today for a free consultation to help answer the question, to EDDM or not to EDDM?