Traditional direct mail and Every Door Direct Mail (EDDM) are both direct mail strategies. Their primary difference is in their ability to target recipients. Traditional direct mail can be directly targeted to recipients of a certain demographic and a mailing list. EDDM, while less expensive, targets every house in chosen neighborhoods.
Targeted Direct Mail
Traditional direct mail targets a specific demographic. You can use it to send brochures, flyers, and postcards to a mailing list that consists of people that fit your target age, gender, income, and other variables.
On the other hand, EDDM targets a specific geographic area. No mailing list is necessary. Using mailing routes from the United States Postal Service (USPS), you can choose a specific area that you want to cover with your direct mail. You can, however, target EDDM based on the average demographic of each neighborhood. Your direct mail piece will be sent to every house in your chosen neighborhoods.
Traditional direct mail has no restrictions on size and quantities. You are free to customize your direct mailers however you want. There are also no limitations on how many pieces you would like to send.
EDDM has specific size requirements. Your mailers should be more than 11 1/2” long, more than 6 1/8″ wide, or more than 1/4″ thick. They should not exceed 15” in length, 12” in width, or 3/4″ in thickness.
EDDM postage costs less than traditional direct mail.
For more information on how traditional direct mail and EDDM works and how to set up both, check out our Traditional Direct Mail vs EDDM Infographic.