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Which direct mail option is best for you?

Written by Brent Doyle | @brentdoyle Beginner

Each direct mail option has its purpose. Selecting the right one will help you get the most out of your budget.

The options offered by AMPlified Mail are Targeted Mail, Every Door Direct Mail® (EDDM®) and we offer a third type we call VDC (Zip Code) Mail.

There's plenty of articles recommending Targeted Mail over EDDM because it's precise without the wasted mailers sent to households who don't care about your offering. This is appealing of course but it costs a little more to send and not every business knows the exact attributes of their best customers.

Picking the right one depends on the type of business you are and the type of message you are sending. For plenty of businesses, it makes sense to send to every household surrounding your location because a huge number of households are interested in your business.

Think about bakeries, restaurants, cafes, coffee shops, pet supplies, auto repair shops, gyms, and many others. In fact, it's a common practice for real estate agents to "farm" a neighborhood - a tactic where they send repeated mailings to a neighborhood to raise awareness to those homeowners, for when they are ready to sell.

On the other hand, if you sell specialized services like a financial planner, you will want to target a specific type of homeowner. For example, you can buy a list of addresses where the family has college aged children and they may be looking for your advice.

Every Door Direct Mail® (EDDM®)

Every Door Direct Mail® (EDDM®) is a service offered by the United States Postal Service (USPS) that makes it easy to reach every home in the neighborhoods you pick. You don't need to know the names or street addresses.

ADVANTAGES

  • Lower cost than Targeted Mail
  • No need to purchase a list
  • No postal permit required

LIMITATIONS

  • Cannot target specific households within the neighborhood (postal carrier route)
  • No personalization

Targeted Mail

This solution allows you to rent a list of addresses that contains only the type of households you may care about. Your list can include only households where the family has children, is a specific age, marital status, length of residence and more. The cost is a little higher than Every Door Direct Mail® (EDDM®).

ADVANTAGES

  • Targeted - pick households you send to
  • Can be personalized
  • Relevant message

LIMITATIONS

  • Higher cost to mail
  • Have to purchase the list

VDC (Zip Code) Mail

The same benefits of the other two options, plus saturating multiple neighborhoods and personalization. The ability to personalize your mailings helps it to be even more effective. It's mostly used for higher volumes and the per piece cost is lower than Targeted Mailing.

ADVANTAGES

  • Can be personalized
  • No need to purchase a list
  • Lower cost than Targeted Mail

LIMITATIONS

  • Cannot target specific households within a zip code
  • Requires 10,000 minimum households

In the end, all of the options will bring in more customers. Some are better suited than others, depending on your situation.

Other helpful resources

Getting Started - our list of resources to help you send better mailers
5 Absolutely Essential Elements of a Great Postcard
Every Door Direct Mail® (EDDM®) - learn more
Targeted Mail - learn more

Need Help? We're here for you.

Give us a call at 855-330-3578 and one of our marketing specialists is available for you.