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EDDM vs Targeted Mail

Aug 10, 2012

Every Door Direct Mail® (EDDM) is an affordable, easy way to reach every address in a certain neighborhood without the hassle of having to buy or create a mailing list. With Click2Mail, you simply go online to upload your mailer and select your mailing options. Then, we print it and ship it to you. You drop off the mail pieces at the post office and you're done. Or our newest service option - We Do It All - we print, prepare and mail it for you.


We love EDDM because it makes mailing easy, but that doesn't mean it's right for every situation. To help you decide between EDDM and other direct mail options, we're introducing a series of articles highlighting situations when EDDM makes sense, as well as cases where you're likely to get better results with a more targeted approach. Let's get started!


When EDDM makes sense


First, let's talk about some ways you could use EDDM with Click2Mail. Let's say you're a government agency – for example, a fire department or the local library. You want to let people know about a certain program or initiative, such as a reminder to residents to install smoke detectors in their homes or a calendar of upcoming events. In both these cases, you probably want to reach as many people as possible, so EDDM makes perfect sense because you can mail to every address in a particular zip code or geographic area for as little as 14.5 cents per piece.


To get started, go online to and select from one of several EDDM templates. Then, upload your piece. We'll print and ship the mailer straight to you. All you have to do is complete some USPS forms and deliver everything to your local post office. Or, if you prefer, we'll prepare your mailing ourselves, and all you'll have to do is drop it off.


When targeted mail makes sense 


But what if you don't want – or need – to blanket an entire neighborhood with your mailing? The fact is, EDDM isn't right for every situation. If you're trying to reach a very specific type of customer, EDDM is likely to be a waste of time, money, and paper.


For example, if you're a high-end boutique targeting middle-aged female shoppers, it's a smart move to take the time to put together a list of high-income households with women in your target age group. Mail to every household in a particular zip code (even if it's a generally wealthy area) wouldn't make sense, because many recipients wouldn't be interested in what you're offering. This is a case where developing a targeted list using Click2Mail's Mailing List Services is a good solution. You can even personalize your postcard with the recipient's name. You can then mail an eye-catching postcard specifically designed to capture the attention of your prospects.


The bottom line: Every direct mail campaign is different. Before you begin, consider who you want reach and think about the best way to make that happen. With the variety of direct mail products Click2Mail offers, you're sure to find a solution that meets your needs. 


Still not sure whether EDDM or targeted mail is right for you? We'd be happy to help you evaluate your options and design a mailing campaign that helps you achieve your goals. Drop us a line at .(JavaScript must be enabled to view this email address) or give us a call at 866-665-2787. We're here Mon-Fri, 9AM to 8PM Eastern Time, and we're always eager to answer your questions.