Direct mail is the #1 offline ROI driver for small businesses in 2025.
According to our 2025 Small Business Marketing Survey, 62% of SMBs plan to maintain or increase their direct mail usage this year.
Why? Because it works.
However, direct mail isn’t one-size-fits-all—what works for one business may not work for another. From Every Door Direct Mail (EDDM) to highly targeted personalized mailings, there are different formats to suit different goals—and knowing which one to choose can make or break your campaign. Let’s break it down
Best for: Local awareness, broad reach, new customer acquisition
EDDM is a USPS program that lets you send postcards to every home in a specific ZIP code or carrier route—no mailing list required. It’s perfect for local businesses looking to blanket a neighborhood and get attention fast.
- Cost-effective: Lower postage rates than standard mail
- No list needed: Just choose the neighborhoods you want to target
- Perfect for: Restaurants, salons, gyms, real estate agents, events
Use EDDM when you want visibility in your local area—fast and affordably.
Personalized Mail (B2C)
Best for: Customer engagement, special offers, loyalty, segmented targeting
When you want to get personal, individualized mail is the way to go. Personalized B2C direct mail lets you target specific households based on demographics, purchase history, interests, or behaviors. It’s ideal for businesses who want to reach a specific type of customer, not just everyone on a block.
- Uses mailing lists or CRM data
- Allows for customization by name, offer, or imagery
- Great for: Retailers, dentists, healthcare providers, subscription businesses
Use personalized B2C mail when precision and personalization matter—like promoting a seasonal sale to existing customers or upselling services to high-value leads.
Personalized Mail (B2B)
Best for: Professional services, niche markets, high-value client acquisition
Business-to-business mailings require an even sharper focus. Whether you're a contractor targeting property managers or a financial advisor reaching out to local small business owners, B2B mail works best when it's hyper-targeted and relationship-driven.
- Reaches decision-makers at specific companies
- Often includes tailored messaging based on industry, title, or need
- Ideal for: Consultants, vendors, agencies, B2B service providers
Use personalized B2B mail when you need to land clients who require trust, expertise, and a strong value proposition. Even a small mailing can yield massive ROI.
So…Which One is Right for You?
It depends on your goals:
No matter your business type, there’s a direct mail strategy that fits. Whether you’re casting a wide net or sending a precise message to a select audience, direct mail gives you a physical presence in the home—and that presence turns into results.
Ready to get started?
Use Taradel’s all-in-one platform to design, print, and send your first campaign—whether EDDM or personalized mail. Choose your format, pick your audience, and start reaching the people who matter most.