EDDM vs Targeted Direct Mail: Which One Fills Your Calendar?
Both work. Both generate measurable response. The right choice depends on who you are trying to reach and whether you already have their addresses.
The Short Answer
EDDM and targeted direct mail solve different problems. EDDM (Every Door Direct Mail) delivers your postcard to every address on a mail carrier route — no mailing list required, no names needed. You pick neighborhoods by demographics like household income and home ownership. USPS postage runs $0.247 per piece, and there is no list to buy.
Targeted direct mail goes to specific people at specific addresses. You supply the mailing list or purchase one. Postage runs $0.50 to $0.66 per piece depending on class, but you control exactly who receives your message.
EDDM wins on cost and reach. Targeted wins on precision and personalization. L&B Printing offers both — so whichever approach is right for your business, we handle it from design review through delivery.
Side-by-Side Comparison
| Factor | EDDM | Targeted Direct Mail |
|---|---|---|
| Cost per piece (printing + postage) | $0.35 – $0.55 total | $0.65 – $1.25 total |
| Mailing list required? | No | Yes (your own or purchased) |
| Coverage type | Saturation — every address on the route | Selective — only addresses on your list |
| USPS postage rate | $0.247 per piece | $0.50 – $0.66 per piece |
| Best for | New customer acquisition, local awareness | Customer retention, specific audiences |
| Minimum quantity | 200 per carrier route | No minimum (cost-effective at 500+) |
| Personalization | Not available (no recipient names) | Full personalization (name, offer, variable data) |
| Average response rate | 4.4% (DMA industry average) | 4.4% or higher with strong list |
| Setup complexity | Low — select routes, we handle the rest | Moderate — requires list preparation |
| Turnaround | 3-5 business days to print + USPS delivery | 3-5 business days + list processing |
When EDDM Is the Better Choice
You Want to Reach an Entire Neighborhood
EDDM was built for saturation. If your business serves a geographic area, EDDM puts your postcard in every mailbox on the routes you select. No gaps. Every door.
You Are a New Business Without a Mailing List
Starting from zero? EDDM does not require a single name or address. You choose carrier routes based on demographics. No list to buy. No data to clean. No bounced addresses.
You Need the Lowest Cost Per Piece
At $0.247 postage versus $0.50–$0.66 for standard or first-class mail, EDDM cuts your postage cost by more than half. On a 5,000-piece campaign, that is over $1,250 saved on postage alone.
You Run Seasonal or Recurring Campaigns
EDDM is simple to repeat. Pick the same routes, update your offer, and mail again. Businesses that mail consistently build recognition in their neighborhoods.
When Targeted Direct Mail Is the Better Choice
You Have an Existing Customer List
If you already have a database of customers — from your CRM, POS system, or email list — targeted direct mail lets you reach those specific people. Past customers respond at higher rates because they know and trust your business.
You Sell to a Specific Demographic
When your product or service fits a narrow audience, a purchased mailing list filtered by those criteria puts your message only in front of qualified prospects. No waste.
You Want Personalized Offers
Targeted mail supports variable data printing. Each piece can include the recipient's name, a unique offer code, or a message customized to their purchase history.
You Are Running a Re-Engagement Campaign
Lapsed customers who have not visited in 6 months. Leads who requested a quote but never booked. Targeted direct mail reaches these people specifically with a message designed to bring them back.
Cost Comparison: Real Numbers
Here is what a typical campaign looks like at two common volumes.
1,000-Piece Campaign
| Cost Component | EDDM | Targeted |
|---|---|---|
| Printing (6.25×9, 14pt gloss) | ~$120 | ~$120 |
| Postage | $247 | $500 – $660 |
| Mailing list purchase | $0 | $50 – $150 |
| Total | ~$367 | ~$670 – $930 |
| Cost per piece | $0.42 | $0.67 – $0.93 |
5,000-Piece Campaign
| Cost Component | EDDM | Targeted |
|---|---|---|
| Printing (6.25×9, 14pt gloss) | ~$425 | ~$425 |
| Postage | $1,235 | $2,500 – $3,300 |
| Mailing list purchase | $0 | $150 – $400 |
| Total | ~$1,660 | ~$3,075 – $4,125 |
| Cost per piece | $0.33 | $0.62 – $0.83 |
At 5,000 pieces, EDDM saves roughly $1,400 to $2,400 compared to targeted. Both approaches generate strong returns. Direct mail averages a $42 return for every $1 spent (DMA).
Can You Use Both?
Yes. And many of our most successful clients do exactly that.
- Use EDDM for new customer acquisition. Saturate the neighborhoods around your business. Cast a wide net. Build awareness with people who have never heard of you.
- Use targeted direct mail for retention. Mail your existing customer list with personalized offers. Bring back lapsed customers. Reward your best buyers.
Running both creates a cycle: EDDM brings new customers in the door, and targeted mail keeps them coming back.
L&B Printing handles both under one roof. We review your design for free regardless of which approach you choose. One partner for both strategies.
Not sure how to split your budget between the two? Call us at 1.908.232.7770. We have helped businesses plan campaigns since 1974, and we will tell you what we have seen work — no pressure, just data.
Frequently Asked Questions
What is the difference between EDDM and targeted direct mail?+
EDDM (Every Door Direct Mail) delivers your mail piece to every residential address on the carrier routes you select. No mailing list is needed. Targeted direct mail sends your piece to specific individuals at specific addresses using a mailing list you provide or purchase. EDDM is for reaching neighborhoods; targeted is for reaching specific people.
Is EDDM cheaper than targeted direct mail?+
Yes. EDDM postage is $0.247 per piece compared to $0.50 to $0.66 for standard or first-class postage. EDDM also eliminates the cost of purchasing a mailing list. On a 5,000-piece campaign, EDDM typically saves $1,400 to $2,400 compared to a targeted mailing.
Do I need a mailing list for EDDM?+
No. That is one of the biggest advantages of EDDM. You select carrier routes on a map based on demographics like household income, age, and homeowner status. USPS delivers to every residential address on those routes. No names, no addresses, no list to buy or maintain.
Which has a higher response rate, EDDM or targeted direct mail?+
Both average around 4.4% according to the Data and Marketing Association, which is dramatically higher than email marketing at 0.12%. Targeted direct mail can exceed that average when sent to a well-maintained customer list with personalized offers. EDDM achieves strong response through sheer volume — reaching every household in a neighborhood means more total responses even if the per-piece rate is similar.
Not Sure Which Is Right for You?
Every business is different. Your budget, your goals, and whether you have an existing customer list all factor into the decision. Call L&B Printing and we will walk you through both options.