EDDM vs Bulk Mail: Evaluating the Best Marketing Tool for Your Business

When it comes to direct mail marketing, two options stand out: EDDM (Every Door Direct Mail) and Bulk Mail.

Each offers distinct advantages, but which aligns best with your business objectives?

Every Door Direct Mail (EDDM)

EDDM is a service provided by the U.S. Postal Service (USPS) that allows businesses to send promotional mailers to specific neighborhoods or postal routes without the need for individual addresses or names. It's primarily used by local businesses to target entire local areas.

Pros

• Can be cheaper than traditional direct mail, especially for smaller businesses. There is no need to purchase mailing lists.
• Allows businesses to reach every household in a chosen area.
• The USPS provides tools and guidelines for EDDM, simplifying the process for businesses.
• Since you're targeting postal routes, there's no need for a specific mailing list.
• Ideal for local businesses wanting to target a specific neighborhood or zone.

Cons

• While you can target geographically, you cannot target specific demographics within that area.
• Since the mail is sent to everyone in an area, including those outside your target demographic, response rates might be lower.
• There's a maximum limit to the number of pieces you can send per day using EDDM Retail.
• There are size and format requirements for EDDM, which might not suit all promotional materials.

Bulk Mail

Bulk mail, often referred to as "Presorted Mail," is a service offered by the U.S. Postal Service (USPS) and other postal services worldwide.

It allows businesses and organizations to send large volumes of mail at discounted rates, provided they meet specific preparation and sorting criteria.

Pros

• When sending in large volumes, postage costs per piece are reduced compared to standard rates.
• Allows for specific targeting, enabling businesses to send different messages to various segments of their audience.
• Whether you're sending hundreds or thousands of pieces, bulk mail can accommodate various campaign sizes.
• Can be used in conjunction with purchased or self-curated mailing lists to target specific demographics.

Cons

• To qualify for discounted rates, mail must be sorted, bundled, and labeled according to strict USPS guidelines.
• There might be initial expenses, like buying or renting a mailing list or purchasing bulk mail software.
• Because it's a discounted service, bulk mail can sometimes take longer to deliver than first-class mail.
• Recipients might disregard bulk mail items if they perceive them as irrelevant or unsolicited.

EDDM vs. Bulk Mail

When comparing EDDM and bulk mail, analyzing cost, targeting, response rate, delivery time, volume, campaign goals, and other core factors can help you make a sound decision on which strategy is best suited for your business. 

Cost

• EDDM: EDDM is generally more cost-effective for smaller businesses aiming to cover entire neighborhoods or specific areas. Since it doesn’t require a purchased mailing list, costs are often lower.
• Bulk Mail: The cost can be higher initially, especially if you have to purchase or rent a mailing list. However, discounts are given for large volumes, which can make it economical for big campaigns.

Response Rate

• EDDM: The response rate can be a mixed bag. Since you're sending to every door, you might reach customers who aren't in your target demographic, leading to a lower response rate.
• Bulk Mail: With the ability to target specific demographics, the response rate can be higher. However, the quality of your mailing list and the relevance of your content play significant roles.

Mailing List

• EDDM: No specific mailing list is required. You select postal routes, and your message is sent to every address on that route.
• Bulk Mail: Requires a mailing list. You can either create one with your current customers, purchase or rent lists based on specific criteria.

Ease of Setup

• EDDM: Setting up EDDM campaigns can be simpler, especially for newcomers to direct mail. The USPS provides tools to choose routes and handle mailing logistics.
• Bulk Mail: Requires more setup, especially if you're segmenting your list or customizing content for different demographics.

Volume

• EDDM: Best suited for medium-sized campaigns where you want to blanket an entire region or neighborhood.
• Bulk Mail: Ideal for both small targeted campaigns and large-scale mailings, especially when targeting a diverse audience.

Targeting

• EDDM: Broad targeting, as mailers go to every house in a selected postal route. This is ideal if your target audience is widespread.
• Bulk Mail: Offers precise targeting, allowing you to focus on specific demographics, interests, or behaviors.

Delivery Time

• EDDM: Generally consistent, as the USPS delivers your mail to every door in your selected routes simultaneously. However, flexibility in choosing a specific delivery date might be limited.
• Bulk Mail: Depending on the size and specifics of your campaign, delivery time can vary. However, with advanced planning, it can be controlled more precisely.

Campaign Goals

• EDDM: If your goal is local awareness, such as announcing a new store opening, EDDM can be the right choice. It ensures every local residence is aware of your presence.
• Bulk Mail: If you have specific sales goals or are trying to reach a niche audience, bulk mail allows for targeted, customized messaging which can yield better results.

Recommendation Strategy

Consider testing both methods on a smaller scale to evaluate their effectiveness firsthand. By analyzing the results of a pilot run, you can tailor your larger campaigns more effectively and ensure optimal ROI.

In Summary

When choosing between EDDM and bulk mail, understand the nature of your campaign. EDDM is like casting a wide net in a particular geographic area, while bulk mail is like using a fishing line, where you can pick and choose your catch.

For broad awareness in a local area, EDDM might be the way to go. But if you’re looking for a more targeted approach, bulk mail offers the precision you need.

Ultimately, align your choice with your marketing goals, budget, and target audience for the most effective campaign outcome.