When sending out a direct mail piece, you may wonder which type of direct mail is most effective for your business to send. While many organizations choose to send bulk (first class or standard) mail, there is also the option to send Every Door Direct Mail (EDDM). So, which type of direct mail is best for your particular business? The truth is, it depends on what factors are most important to your organization and what your goal is. United GMG breaks down the differences between Every Door Direct Mail vs. bulk mail below.
What is Every Door Direct Mail (EDDM)?
Every Door Direct Mail, or EDDM, is a cost-efficient type of direct mail service that the United States Post Office provides. EDDM does not use a mailing list, but instead delivers mail to each mailbox on a carrier route. This means you can send a generalized message to a large number of people in one geographical area.
What is Bulk Mail?
Bulk mail is first class or standard mail. Unlike EDDM, you need to own or purchase a mailing list and print those addresses onto your mail. This allows you to send targeted messages to a specific audience.
Every Door Direct Mail (EDDM) vs. Direct/Bulk Mail: Which is Better for Your Business?
Both bulk mail and Every Door Direct Mail have their pros and cons. Therefore, which is best for your business depends on what you are looking for. Learn the differences between Every Door Direct Mail and bulk mail in terms of design options, response rate, price, and more below.
Direct Mail vs. EDDM: Design Options
When it comes to design opens, bulk mail offers more flexibility in terms of messaging, layout, and overall design. This is because bulk mail offers more sizing options for your mail. Bulk mail sizing options include three categories:
- Postcard: 5 inches by 3.5 inches minimum to 6 inches by 4.25 inches maximum
- Letter: 5 inches by 3.5 inches minimum to 11.5 by 6.125 inches maximum
- Flat: 11.5 inches by 6.125 inches minimum by 15 inches by 12 inches maximum
While EDDM offers the following size dimensions:
- 6.125 inches by 11.5 inches minimum
- 12 inches by 15 inches maximum
- Maximum thickness of .75 inches
Direct Mail vs. EDDM: Delivery Time
Delivery time tends to be longer for Every Door Direct Mail. Delivery for bulk mail, on average, is 4 to 6 days, while it can take up to 4 to 6 weeks for EDDM. What’s more, unlike bulk mail, there is no way to track your EDDM pieces.
Direct Mail vs. EDDM: Price
For those looking for a more cost-effective option, Every Door Direct Mail is a great choice. The Every Door Direct Mail prices range from $0.154 to $0.176 per piece while bulk mail prices range from $0.255 to $0.539 per piece.
Direct Mail vs. EDDM: Messaging & Personalization
With EDDM, you’ll be sending a generalized message to a large number of people in one geographic area. This is ideal for businesses who have a wide range of customers like a dentist or car wash, rather than those who are a part of a niche market.
Each recipient will get the same direct mail piece that reads the same message when you send Every Door Direct Mail. However, with bulk mail, you have the opportunity to send a personalized message that is tailored to specific demographics using variable data. This level of personalization usually results in higher response rates.
Direct Mail vs. EDDM: Response Rate
Partly as a result of personalization, bulk mail does indeed receive higher response rates. The average response rate is 2-3% for bulk/direct mail. EDDM has an average response rate of 1%.
Direct Mail vs. EDDM: Quantity
Bulk mail requires you to send a minimum of 200 mail pieces in order to be eligible for a discount, however, other than that there is no limit on the number of direct mail pieces you can send. WIth Every Door Direct Mail, the number of pieces you are able to send ranges from 200 to 5,000.
Should You Always Choose Bulk Mail over Every Door Direct Mail?
While bulk mail seems to be the better choice in most of the categories labeled above, there are certain instances where EDDM makes sense or is even preferable. For one, it is a cost-effective option. It is also effective for campaigns specific to certain geographical regions. There are also many other advantages for choosing Every Door Direct Mail, including:
- Easy to Set Up: EDDM campaigns can be set up quickly making Every Door Direct Mail great for time-sensitive projects. What’s more, the process is easy. With EDDM, printing and mailing your mail to the post office is all you need to do. The post office will take over the rest of the process.
- Ability to Target Zip Codes and Postal Routes: This makes Every Door Direct Mail a great choice for local businesses who want to increase their brand awareness or promote special deals.
Learn More About Mailing Options With United GMG
Interested in getting started on your next bulk mail or EDDM campaign, but not sure which is best for you? United GMG can guide you through our process and help you decide which strategy will be most effective for your business and attract more of your target customers. Don’t hesitate to contact us today for more information!
