EDDM vs. Personalized Addressed Mail: Which Is Right for Your Business?
In today’s digital-first world, direct mail remains a powerful marketing channel with impressive ROI. Why? Because a physical piece of mail creates a tangible connection that digital communications simply can't replicate.
But when planning your direct mail campaign, there’s one key decision to make:
Should you use Every Door Direct Mail (EDDM) or personalized addressed mail?
This guide breaks down the differences—so you can choose the right approach for your goals, whether you’re in home services, retail, real estate, healthcare, or B2B tech.
Type | Every Door Direct Mail (EDDM) | Personalized Addressed Mail |
|---|---|---|
What is it? | What is EDDM? Every Door Direct Mail is a USPS service that lets you deliver mail to every household in a chosen postal route—no names or addresses required. You simply pick your target area, and your mail gets delivered to every mailbox in that zone. | What is Personalized Addressed Mail?Personalized mail is sent to specific individuals using mailing lists. Each piece can be personalized and includes the recipient’s name and full address—and can be customized based on demographics, behaviors, or customer data. |
Cost Comparison |
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When does it excel? |
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What are it's limits? |
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Making the right choice: key factors
Factor | EDDM Advantage | Personalized Mail Advantage |
|---|---|---|
Campaign Goals | Broad awareness | Specific action and engagement |
Audience Type | Geographically concentrated | Demographic/behavioral traits |
Message Type | Community-wide relevance | Tailored offers or outreach |
Budget | Maximize reach | Maximize ROI + trackability |
When to consider a blended approach
Many brands use both strategies:
Test & Learn: Use EDDM to test locations, follow up with personalized offers
Sequential Campaigns: Broad reach first → personalized nurture
Segmented Strategy: General offers with EDDM; premium services via personalized mail
Seasonal Mix: EDDM for busy seasons, targeted mail during slower periods
When should I use EDDM?
EDDM is ideal for local businesses, new store openings, restaurants, real estate agents, and service providers looking to reach all households in a specific neighborhood or zip code. It's best for brand awareness and broad outreach.
When is personalized mail the better option?
Use personalized direct mail when you want to reach a specific audience, re-engage customers, or promote high-value products. It's great for loyalty programs, abandoned cart recovery, upsells, and campaigns requiring compliance or detailed tracking.
Is it possible to combine EDDM and personalized mail in one strategy?
Yes! Many businesses run blended campaigns—using EDDM for awareness and personalized mail for conversion. This layered approach increases both reach and relevance.
Decision time: what’s right for you?
When should you use EDDM?
EDDM is ideal for local businesses, new store openings, restaurants, real estate agents, and service providers looking to reach all households in a specific neighborhood or zip code. It's best for brand awareness and broad outreach.
Location is your main targeting filter
You need low-cost exposure to every home
You’re new to the area or building awareness
When is personalized mail the better option?
Use personalized direct mail when you want to reach a specific audience, re-engage customers, or promote high-value products. It's great for loyalty programs, abandoned cart recovery, upsells, and campaigns requiring compliance or detailed tracking.
You’re targeting specific traits or behaviors
Personal connection and tracking matter
You’re in a regulated industry or high-ticket space
Using both:
Many businesses run blended campaigns—using EDDM for awareness and personalized mail for conversion. This layered approach increases both reach and relevance.
You have multiple audience types
You want to test strategies
You need seasonal or campaign-layered flexibility
Ready to start your direct mail campaign?
BirdseyePost helps you launch campaigns with impact—whether you're using EDDM, personalized mail, or both.
We’ll work with you to define the right strategy, get it printed & mailed, and track results in real-time.
👉 Book a call with our team today and start turning mailboxes into growth engines.
