EDDM vs. Targeted Direct Mail · Comparison Guide
Which direct mail format
is right for your campaign?
Both reach real people in real mailboxes. The difference is who you reach and how much it costs. The right answer depends on one question: do you know exactly who your customer is, or do you want everyone in a neighborhood?
Side-by-Side Comparison
EDDM Postcards
Every Door Direct Mail
Targeted Direct Mail
Purchased or owned mailing list
Every household on selected carrier routes, no list needed
Specific individuals by name, demographic, or purchase behavior
$0.247/pc, USPS EDDM Retail bulk rate
$0.44–$0.73/pc, first-class or presort standard
No. Routes replace the list
Yes. Buy ($0.08–$0.15/name) or provide your own
200 pieces per drop (USPS requirement)
No USPS minimum, but smaller lists rarely pencil out
Service-area businesses: HVAC, restaurants, real estate, landscaping, dental
B2B, winback campaigns, loyalty programs, highly specific demographics
Choose EDDM when…
- You serve a local area (ZIP code level) and want to reach every household
- You don't have a mailing list and don't want to buy one
- Your best customers are residential households (HVAC, real estate, restaurants, landscaping)
- Budget efficiency matters: you want maximum reach for minimum postage cost
- Timing is seasonal: you want to flood specific routes before AC season, spring cleanup, etc.
“47 inbound calls, 4.8% response rate. First EDDM drop, Spring 2026.” Jake Mercer, Mercer HVAC, Branchburg NJ
Choose Targeted DM when…
- You're doing B2B outreach and need to reach business owners, not households
- You have an existing customer list for a winback or reactivation campaign
- Your prospect profile is highly specific (income bracket, homeowner status, recent movers)
- You need to personalize by name or include variable data across the mailing
Not sure which format fits your campaign?
Share your goal and we'll tell you which format will get the best result. Free, no commitment.