Blanket every mailbox or zero-in on the ones that matter?
Every Door Direct Mail® (EDDM) is the postal service’s version of “spray and pray.” You pick a carrier route, drop your postcards at the post office, and every home on that route gets your piece. It’s simple—and sometimes simplicity is exactly what you need. But when ROI is the goal, a data-driven, highly targeted campaign usually wins the day. Below, we break down both approaches, then show why fewer, smarter drops can generate more revenue.
With EDDM, you have the option of either creating the mailer design yourself, or working with a company (like Strata) to create a design that’s effective and professional. And – when using EDDM, you have two options, EDDM Retail and EDDM BMEU.
The Upside of EDDM
If you’re working with a tight marketing budget and looking for fast, uncomplicated reach, EDDM might be a fit. Postage rates are discounted, entry is relatively easy, and creative requirements are straightforward. It’s also a solid option if you’re trying to increase general visibility for a grand opening, local event, or city-wide awareness campaign. You don’t need to worry about targeting or data hygiene—you simply drop and go. For small businesses dipping their toes into direct mail for the first time, that can feel like a win.
The Drawbacks of “Every Door”
That said, EDDM has its limitations—starting with targeting. While you can filter by ZIP code-level demographics, you can’t isolate households based on meaningful factors like interests, buying behavior, or life triggers. You’re mailing to every door on a route, regardless of whether the people behind it are likely to care. That means wasted impressions, wasted paper, and wasted dollars.
And while EDDM may look cost-effective at first glance, the math can be misleading. Paper and production costs stack up quickly when you’re mailing to thousands of the wrong people. In some cases, the money you think you’re saving on postage gets eaten up by printing pieces that simply get tossed.
Beyond cost, EDDM mailers lack personalization. You can’t use first names, custom offers, behavioral triggers, or personalized URLs—features that have been proven to dramatically boost response rates. In fact, personalized CTAs alone can increase conversions by more than 70%. When your mail looks and feels like it was meant for the person receiving it, it’s far more likely to make an impact.
EDDM also lacks trackability. Without individualized QR codes, URLs, or response mechanisms, it’s tough to tell what worked, what didn’t, or who’s engaging with your brand. You’re left with general impressions, not measurable performance.
The Smarter Alternative: Targeted Direct Mail
In contrast, a targeted campaign uses data to focus your outreach on the most qualified prospects—filtering by things like past purchase behavior, interests, recent moves, age, income, or specific needs. You send fewer pieces, but each one is more relevant and compelling.
Targeted mail allows for true 1:1 personalization. You can tailor your creative, message, and offer to resonate with individual recipients—often driving 3–4x higher response rates than a generic EDDM campaign. You can also track performance in near-real-time, adjust your strategy with each drop, and clearly attribute results.
What’s more, even though your per-piece cost might be slightly higher, your cost per response—and cost per acquisition—is typically much lower. You’re not paying to reach people who were never going to convert.
Final Take
EDDM gets you on every doorstep. A targeted strategy gets you into the right hands. If you’re ready to make the shift from mass messaging to meaningful marketing—built on data, personalization, and measurable performance—we can help. Get in touch and let’s build a campaign that doesn’t just reach more people, but the right people.