You’ve decided that you are going to invest in a direct mailing campaign to promote your new business, sale, or organization’s upcoming event. You’ve selected your mailing service, but are confused by your mailing options. Is EDDM or classic direct mail the best choice for you?
Never fear, that’s why we are here (insert superhero voice)!
It really doesn’t take a superhero to help you figure out which one is best, but there are some key differences between EDDM (Every Door Direct Mail) and classic direct mail. If you don’t know the differences, you won’t know which one to choose for your next direct mail campaign.
What’s the main difference?
The main difference is your audience. With classic direct mail marketing, you use a mailing list. This allows you to target your audience based on your preference. Mailing lists can be ones that you have compiled over time of your current and prospective customers, or you can purchase lists from third parties. Purchasing a list from a third party can let you choose the demographics that you are looking for, such as age, gender, income level, and other variable data. While this is an added expense to your campaign, it can help you to be more intentional and target only those you believe will have the highest response rate. Some additional advantages of classic direct mail are that you can use standard-size postcards, which can reduce the cost of printing, and your response rate is typically higher.
EDDM, on the other hand, uses location-based targeting. You can choose certain USPS mail routes and hit every door with your postcard. While you can’t target as specifically as with classic direct mail, you can search for routes based on household size, income, and age. You can also choose certain zip codes to send your postcards to. This type of marketing is great if you are looking for maximum exposure to a large area, or have an event in a certain neighborhood that you want to promote. Using a mailing service like SnailBlast that offers EDDM mapping tools makes it super easy to reach any mailbox in any area. An additional advantage for EDDM is that the postage is less expensive, so you can saturate an area for less money. You also don’t need to spend additional money on mailing lists if you want to target a general demographic in a specific area, as EDDM can provide that.
Because both options have their place in your marketing strategy, choose a mailing service like SnailBlast that offers both EDDM & classic direct mailing. We pride ourselves on being your one-stop shop; helping you create a successful campaign from idea to printing to delivery. Check out SnailBlast today – and remember, you don’t pay unless you mail.
