EDDM is perfect for local businesses like restaurants, retail stores, and service providers that want to
generate new business or increase foot traffic within their community. With simplified mailing requirements
that eliminate the need and added expense of acquiring a mailing list, as well as lower postage rates, Every
Door Direct Mail is an affordable, accessible marketing mail tool for both small local shops and large enterprises.
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New mailers often want to understand the difference between Every Door Direct Mail and traditional direct mail
marketing via First Class or Marketing Mail before they execute a mail campaign. We’ve created the table below
to provide you with information related to this that will help you compare and contrast so you can make the best
decision for your business.
|
EDDM |
Marketing Mail |
First Class Mail |
| Targeting |
EDDM allows you to target geographic areas by choosing USPS-designed postal carrier routes to reach households
in a specified area. A mailing list of recipients and addresses is not required. All deliveries along selected
postal carrier routes cannot be excluded. The method of EDDM delivery and lack of addressing eliminate the
opportunity for mailpiece personalization.
|
Postal Mail sent via Marketing Mail requires fully addressed mailers. This allows for more specific targeting
than you can achieve with EDDM. For example, a Veterinarian may only want to mail to cat or dog owners. USPS
imposes content restrictions on Marketing Mail that prohibit the mailing of bills, medical records, and other
personalized documents via this mail class. For a complete description of Marketing Mail, check out
this article in our Knowledge Base.
|
Like Marketing Mail, First Class mail also requires a fully addressed mailpiece. The higher postage costs associated
with sending First Class mail encourage marketers to use a highly targeted mailing list. This ensures you only pay
to print and mail to people who have a need for your product or service. For example, it would not make sense for
a Deck Builder to send a postcard to a carrier route full of apartment complexes.
|
| Cost |
EDDM postage is less expensive than other mail marketing options and the fees associated with acquiring a mailing
list are nonexistent.
|
Marketing Mail postage is less expensive than First Class Mail.
|
First Class Mail is more expensive than Marketing Mail and Every Door Direct Mail postage.
|
| Design |
EDDM mail pieces are large and their basic postcard format makes them easy to design. Non-design professionals
often find it possible to create a beautiful EDDM mailer without much frustration using popular design tools
like Canva or Adobe Express. Download free direct mail templates.
|
Many additional mailer formats are available when you opt for traditional direct mail with a mailing list.
Options include letters, smaller (and less expensive) postcards, folded brochures and flyers printed on
a lower weight paper, and more.
|
First Class mail can utilize the same additional formats as Marketing Mail. Special services like
Certified Mail with or without a return receipt option can also be added to First Class letters.
|
| Tracking and Analytics |
Tracking and IMb tracing are not available for EDDM mailers. You can track shipment of EDDM mailers
to the final delivery post office or to your delivery address if you are taking them to the USPS yourself.
|
Direct Mail sent via Marketing Mail includes IMb tracing that documents a mailer’s movement through
the USPS delivery stream. Tracing does not include a final delivery scan but does provide mailers
with peace of mind as they’re reassured mail is moving towards its final destination.
|
Direct Mail sent via First Class utilizes IMb tracing that documents a mailer’s movement through
the USPS delivery stream. Mailers who add special services like Certified Mail benefit from a robust
tracking system that provides proof of mailing and delivery.
|
| Delivery Speed |
The average in-home delivery time for EDDM mailers is 7 - 14 days after production. There are anecdotal
reports that EDDM is delivered faster if you opt for our “We Print, You Prep” or “DIY” options. These options
require you to take the EDDM mailers we print to the USPS delivery post office retail counter.
|
Marketing Mail is not guaranteed to be delivered within a specific time frame. Delivery windows of 9 - 21 days
are not unusual and it can take longer during peak mailing seasons such as the December Holidays or Mother’s Day.
|
First Class mail typically takes 2 - 5 days to be delivered. Visit this article in
our Knowledge Base for a link to the USPS Postal Pro tool and instructions for getting a first class delivery estimate from our
production center. Note that USPS offers estimates and not guarantees for First Class mail service.
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If you determine that EDDM is not an ideal product for your marketing purposes and choose to investigate Marketing Mail or First Class Mail,
you may find you need to acquire a mailing list. Mailing lists can be expensive but the targeting they enable ensures you don’t pay to send
mail to people who may not be interested in your product or service.
If you would like to explore the cost of a mailing list, please visit our Knowledge Base to start a conversation with our support team for a free, no obligation quote.
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