Mass Mailing vs. Bulk Mailing vs. EDDM: What’s the Difference?

By Lee Garvey

You’ve probably heard these terms thrown around in marketing meetings like they’re interchangeable puzzle pieces. Marketing teams casually swap “mass mailing” for “bulk mailing,” while others champion something called “EDDM.” But here’s the reality: these aren’t just different names for the same strategy.

Each method represents a different approach to reaching your audience. Choose wrong, and you waste thousands on unqualified prospects. Choose right, and you unlock cost-effective marketing that drives results. Let’s break down when each approach makes sense.

Mass Mailing, Bulk Mailing, and EDDM: Core Differences

While these terms sound similar, they operate on completely different principles that affect everything from your targeting strategy to your bottom line costs.

Mass Mailing refers to sending large quantities of mail to targeted recipients using purchased or compiled mailing lists. With a mass mailing service, you choose exactly who receives your message based on demographics, buying behavior, or other specific criteria.

Bulk Mailing is the USPS’s official term for mail that qualifies for postal discounts due to volume and preparation requirements. This isn’t about who you’re mailing to—it’s about how you prepare and send your mail to earn reduced postage rates.

EDDM (Every Door Direct Mail) lets you mail to every address along specific postal carrier routes without needing a mailing list. Instead of targeting individuals, you’re targeting geographic areas where your ideal customers live or work. Learn more about EDDM printing and how Every Door Direct Mail can help drive sales to understand this approach better.

The Key Differentiator: Mass mailing targets people, bulk mailing targets savings, and EDDM targets places.

Which Method Is Right for Your Business?

Choosing the right mailing approach depends on your target audience, geographic focus, and campaign goals. Here’s how to match your business needs with the most effective method.

When Mass Mailing Makes Sense

Mass mailing works best when you need surgical precision in targeting specific demographics or industries. If you’re selling accounting software to CPAs, medical equipment to hospitals, or luxury services to high-income households, you need the ability to cherry-pick exactly who receives your message. The higher cost per piece pays off when you’re reaching qualified prospects who are far more likely to convert. Understanding demographic targeted direct mail and tailoring approaches by age group can help refine your targeting strategy.

Professional services, B2B companies, and businesses with niche products typically see the best results from targeted campaigns. You’re paying for quality over quantity—reaching 1,000 highly qualified prospects often generates better ROI than reaching 5,000 random addresses.

When EDDM Is Your Best Bet

EDDM works when geography trumps demographics. Local businesses with broad appeal—restaurants, lawn care, gyms, contractors, and retail—achieve excellent results blanketing specific neighborhoods. If most people in your area could become customers, EDDM’s cost savings make perfect sense.

The key is honest assessment: can you realistically serve everyone who receives your mail? If you’re a pizza shop targeting a 3-mile radius, absolutely. If you’re a specialized medical practice, probably not.

When to Focus on Bulk Mailing Discounts

Bulk mailing becomes your priority when volume and frequency matter most. Nonprofits sending donor appeals, retailers with customer databases, and subscription services doing monthly mailings benefit from bulk rate savings. Postal discounts add up when sending thousands of pieces regularly.

This approach works best for established businesses with large mailing lists who can consistently meet volume thresholds. If you’re already committed to high-volume mailing, optimizing for bulk rates should be your primary consideration.

Cost Considerations and Volume Requirements

The financial landscape of direct mail varies dramatically between these methods, and volume requirements often determine which options are even available to your business.

Volume Thresholds and Tiered Pricing

The magic number for many postal discounts is 500 pieces. Once you hit this threshold, you qualify for presort rates that significantly reduce postage costs. Larger postcards that used to require letter-rate postage can now qualify for cheaper postcard rates with sufficient volumes and proper presorting.

EDDM Cost Advantages

EDDM eliminates one of direct mail’s biggest expenses: purchasing mailing lists. Instead of paying for demographic data, you simply choose carrier routes you want to reach. This results in substantial savings, especially for businesses with broad appeal in specific geographic areas. Learn about easy ways to segment your mailing list to compare different targeting approaches.

However, this cost advantage comes with a major caveat. EDDM only makes financial sense when everyone in your chosen area represents a potential customer. A restaurant targeting a neighborhood benefits from this approach, but a specialized B2B service would waste money reaching unqualified prospects.

Ready to Choose the Right Mailing Strategy for Your Business?

Click2Mail eliminates guesswork by offering comprehensive services that adapt to your strategy. From design templates and cost estimation to next-day mailing and API integration, you can test different approaches, measure results, and scale what works—avoiding traditional headaches of printing, sorting, and postal compliance.

Ready to move beyond confusing terminology and start seeing real ROI from your direct mail campaigns? Get started with Click2Mail today and discover which mailing method delivers the best results for your business. Contact us today or register for free now.

About Lee

Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.