EDDM vs. Direct Mail: Key Differences, Costs & When to Use Each
EDDM and targeted direct mail are related but separate. EDDM delivers to every address on the carrier routes you select with no mailing list; targeted direct mail uses a list of specific names and addresses. Here's how they compare and when to use each.
At a glance
- Mailing list: EDDM — none required; Targeted — required (owned or rented)
- Targeting: EDDM — geographic carrier routes; Targeted — names, demographics, behavior
- Postage: EDDM — flat $0.245/piece; Targeted — ~$0.35–$0.53/piece + permit/list costs
- Personalization: EDDM — generic "Postal Customer"; Targeted — names & variable data
- Best for: EDDM — neighborhood saturation; Targeted — specific audiences across a wide area
EDDM2GO focuses on route-based saturation mail. Start on EDDM Full Service or browse routes in the EDDM Route Explorer.
Frequently Asked Questions
- What is the difference between EDDM and direct mail?
- EDDM (Every Door Direct Mail) is a USPS service that delivers your mailpiece to every address on selected carrier routes — no mailing list required. Targeted direct mail uses a purchased or owned list to send to specific individuals by name and address. EDDM is route-based saturation; direct mail is list-based targeting. EDDM postage is a flat $0.245 per piece, while targeted direct mail postage typically runs $0.35 to $0.53 per piece depending on class and presort.
- Is EDDM cheaper than direct mail?
- Yes, EDDM is almost always cheaper per piece than targeted direct mail. EDDM uses a flat USPS postage rate of $0.245 per piece, requires no mailing list, and needs no postage permit. Targeted direct mail can cost two to three times more once you add list rental, higher postage, and bulk mail permit fees. The trade-off is precision: EDDM hits every household on a route, while targeted mail reaches only the names on your list.
- Do I need a mailing list for EDDM?
- No. EDDM is designed to be used without a mailing list. You choose USPS carrier routes on a map, and your mailpiece is delivered to every residential address (and optionally every business address) on those routes. This makes EDDM ideal for local businesses that want neighborhood saturation without the cost or hassle of buying or maintaining a list.
- Can EDDM be personalized with names?
- No. EDDM pieces are addressed only with the generic 'Postal Customer / ECRWSS' indicia — they do not include individual names or street addresses. If you need personalization or variable data, you would need a targeted direct mail campaign with a list. EDDM2GO offers both.
- What is the postage rate for EDDM vs first class mail?
- EDDM Retail postage is $0.245 per piece — a flat USPS rate that applies to every address on every route. First Class postcard postage is $0.53 per piece, and Marketing Mail (presort) is typically $0.35 or more per piece plus permit fees. EDDM is the most affordable USPS option for high-volume local mailings.
- When should I use targeted direct mail instead of EDDM?
- Use targeted direct mail when you have a specific audience defined by name, demographics, purchase history, or business type — existing-customer re-engagement, B2B outreach, high-value demographic targeting, or personalized campaigns. If you just want to reach every household in a neighborhood, EDDM is faster and cheaper.
- Can I do both EDDM and targeted direct mail?
- Yes, many businesses run both. A common strategy is to use EDDM for neighborhood saturation and brand awareness, while running targeted direct mail to existing customers for loyalty offers. EDDM2GO supports both.
- Does EDDM2GO offer both services?
- Yes. EDDM2GO offers Every Door Direct Mail (Full Service and Print Only) for route-based saturation campaigns, and targeted direct mail with a quote calculator for list-based campaigns.