When planning a direct mail campaign for your business, reaching the right audience is crucial. The types of direct mail pieces you choose to use play a significant role in this process.
While lots of businesses go for classic direct mail (bulk mail), there’s a cheaper option called Every Door Direct Mail (EDDM).
Each type has its advantages and disadvantages. The best choice for your business depends on who you’re trying to reach, how much you want to spend, and your business marketing goals. Let’s explore the differences between EDDM and direct mail to help you figure out the right move for you.
What is EDDM?
EDDM is a service provided by the United States Postal Service (USPS) that enables businesses to send tailored mail pieces to designated geographic areas, eliminating the need for individual addresses.
Simply select ZIP codes or routes, and USPS will deliver to every address within those areas. Since its inception in 2011, EDDM has processed over 26 billion mail pieces, generating a revenue of $3.8 billion.
What is classic direct mail?
Direct mail, also known as regular, first-class, or standard mail, is a targeted mailing service. It focuses on specific demographics like age, gender, household income, race, political party affiliation, and other variable data. To reach its specific audience, direct mail requires addresses to be printed onto the mail pieces.
Direct mail is now recognized as a $44-billion industry, with most businesses experiencing a 1,300% return on their investment.
What is the difference between direct mail and EDDM?
The main difference between direct mail and EDDM lies in how they target recipients and deliver mail. With traditional direct mail, you can target specific demographics or mailing lists. EDDM, on the other hand, targets every household in selected neighbourhoods, making it a more cost-effective option.
In the addressing approach, Direct Mail requires printing individual addresses on each mail piece, while EDDM delivers to every address within selected geographic areas without the need for specific addresses.
Direct mail vs. EDDM: Size requirements and design options
To qualify for EDDM, the USPS has specific size guidelines:
Dimensions: Your mail piece must be at least 6.125″ x 11.5″ and no larger than 12″ x 15″.
Weight: It must weigh no more than 3.03 ounces.
Thickness: The mail piece should be at least 0.007” thick but no thicker than 0.75”.
For postcards sent via EDDM, here are some popular size options:
- 4.25″ x 9″
- 6″ x 11″
- 5″ x 11″
- 11″ x 14″
On the other side, direct or bulk mail offers more options for your mail design. Here are the three choices:
Flats: Ranging from a minimum size of 6.125″ x 11.5″ to a maximum size of 12″ x 15″.
Postcards: Available in sizes from a minimum of 3.5″ x 5″ to a maximum of 4.25″ x 6″.
Letters: Offered in dimensions ranging from a minimum of 3.5″ x 5″ to a maximum of 6.125″ x 11.5″.
Direct mail vs. EDDM: Quantity options
For both EDDM and bulk mailing, the minimum quantity of mail pieces is 200. The difference lies in the maximum available quantity. With Every Door Direct Mail, you can send up to 5,000 mail pieces. On the other hand, with direct mail, there are no limits on the number of mailers you can send.
Direct mail vs. EDDM: Price
For those seeking a budget-friendly option, Every Door Direct Mail is the right option, and its prices range from $0.154 to $0.176 per piece, while bulk mail prices range from $0.255 to $0.539 per piece.

Direct mail vs. EDDM: Delivery time
Traditional direct mail typically takes four to six days for delivery. On the other hand, Every Door Direct Mail (EDDM) may take a bit longer, usually six to eight days. It’s important to note that unlike direct mail, EDDM pieces cannot be tracked.
Direct mail vs. EDDM: Response rates
Direct mail typically receives higher response rates compared to EDDM. While EDDM has an average response rate of 1%, direct mail has higher response rates ranging from 2–3%.
Additionally, targeted first class mail achieves an even higher response rate of 4.4%, according to the Direct Marketing Association (DMA).
Direct mail vs. EDDM: Messaging & personalization
With Every Door Direct Mail (EDDM), businesses broadcast a broad message to a large audience within a geographic area, making it suitable for businesses with varied clients, such as dentists or car washes. However, each recipient receives the same generic message.
Conversely, bulk mail offers the opportunity for personalised messaging tailored to specific demographics using variable data, resulting in increased response rates. Here are some effective personalisation options:
- Incorporate the recipient’s name at the top of your direct mail piece, instilling a sense of value and importance.
- Integrate a personalised QR code directing recipients to a customised landing page, providing a tailored experience for each individual.
Standard mail vs. EDDM: Audience segmentation
With EDDM, audience segmentation is limited since there are no mailing lists. Your mail pieces are delivered to every address on selected routes or within specific zip codes, without the option to remove unwanted addresses except for PO boxes and business addresses.
On the other hand, direct mail offers more flexibility in audience segmentation. You can exclude PO boxes, business addresses, and even specific residential addresses from your mailing list.
Removing unnecessary addresses from your mailing list can positively impact your business by improving response rates.
EDDM vs. Regular direct mail: Which is best for your business?
In conclusion, Every Door Direct Mail (EDDM) and traditional direct mail each offer unique benefits depending on your business objectives and audience.
EDDM provides a cost-effective way to reach a wide geographic area without specific addresses, ideal for local businesses targeting specific neighbourhoods.
Regular mail allows for personalised messaging tailored to specific demographics, offering more design and audience segmentation options. Despite potential higher costs, its potential for higher response rates makes it valuable for businesses with specific target audiences.
Ultimately, the decision between EDDM and regular direct mail depends on your business goals, target audience, and budget considerations.