A Smarter, More Strategic Approach to Direct Mail Targeting
We love talking with our customers—especially when those conversations challenge us to dig deeper into the why behind our work. Lately, we’ve been having some great discussions around data—what makes it valuable, and how it impacts campaign performance. One thing is clear: in direct mail, data is everything. And when it comes to data, we’re not focused on the most. We’re focused on the best.
Our Data Philosophy: Precision > Volume
Direct mail isn’t the cheapest channel—but it is one of the most effective. In fact, 61% of consumers say direct mail has influenced a purchase. And while an email’s lifespan is just a couple of seconds, direct mail sticks around—an average of 17 days. It’s tactile, visible, and more trusted.
But even the most eye-catching mailer won’t work if it lands in the wrong hands. Great creative still needs great targeting. That’s where data quality comes in—and it’s why we believe in reaching the right people, not all the people.
Our focus is on performance, not padding your list. While others may prioritize volume, we’re here to help you generate real results—and long-term ROI. That means more precision, less waste, and a better experience for your audience.
Why Fewer Contacts Can Mean Better Results
When we deliver data for a campaign, our lists may be smaller than what you’d get from others in the industry—and that’s intentional. Here’s what we don’t do:
- We don’t overload you with contacts who won’t convert.
- We don’t push volume at the expense of targeting.
- And we don’t waste your budget sending mail that ends up in the trash.
Instead, we give you a list built for impact. Every name has been vetted, verified, and strategically selected—so your message reaches people who are more likely to engage, respond, and convert. It’s not about quantity. It’s about outcome.
So next time you see a massive prospect list, pause before you’re impressed. Ask: Who are these people? Do they align with my goals? Will they actually respond? If the answer is “probably not,” then more is just more—not better.
Why Our Data Delivers
At Strata, we’ve spent decades fine-tuning how we source, clean, and curate data. Our team works with trusted providers and continuously evaluates every input for relevance, accuracy, and performance. We don’t set it and forget it. We actively optimize.
Like everything we do, our data strategy is built on flexibility, responsiveness, and results. Because we know that successful direct mail starts long before the press runs—it starts with the right list.
Looking for a smarter approach to direct mail? Let’s talk.
Contact us to learn how we can help you get more from your data—and your campaigns.
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.
Why They’re Not (at All) the Same
Sometimes direct mail gets a bad rep. Why? Because it’s commonly mistaken for junk mail. But other than being mail, these two have nothing in common. Direct mail only falls into the category of junk mail when it’s poorly executed. When done right, direct mail targets, entices, and benefits a specific customer. Someone, who through market research, is most likely in need of your product or service. It’s designed with purpose in mind, is backed by research and data, drives audiences with calls-to-action, and is highly customized and personalized. Take a quick read to further understand how direct mail differs from junk – and why it should be a key part of your company’s marketing strategy.
Direct Mail Starts with a Good List
The biggest difference between direct mail and junk mail is a good list. A list that’s backed by data, and one that targets the right people – not just any people. Before making an effective, comprehensive or specified list, first review the mailing lists you currently have. Who are you sending mail to? Who have you sent to in the past? Are they the right audience(s)? Are there more audiences (or more specific audiences) you should be targeting?
A wrong list will fail to target those who’d be interested in buying from you, and will often also target those who’d have no interest at all (cough, cough – junk mail). For example, sending “get 10% off your first order with us” to a loyal customer, or even worse, trying to sell meat to a vegetarian. Junk mail goes to anyone and everyone, and often with irrelevant and impersonal information. Plus, it’s often a waste of money, as many of those unspecified and uninterested customers will throw your mail out without a second thought.
In contrast, direct mail is sent to people in data-driven lists, and with messaging that makes sense for their specific customer profiles. Compiling this strategic list makes all the difference in targeting the right customers and catching their attention. Direct mail, unlike junk, is sent to direct people for direct reasons. In fact, 42% of recipients read or scan direct mail that’s relevant to them.
Types of Direct Mail Lists
Direct mail lists come in many forms, so it’s good to take a look at them all before deciding what will work for your company and its marketing needs. Here are the 4 most common ones:
House List: A list you’ve collected on your own time of prospects and customers you’ve made connections with. People on this list are likely to respond, because they’ve already responded to previous offerings.
Response List: A list you’ve put together of people who’ve responded to and reacted to your outreach before. Whether they’ve purchased something or have asked for more information, these people have some level of interest in your offerings.
Compiled List: A list of candidates that went through screener questions and possessed a characteristic or set of characteristics you searched for. These characteristics are fixed, and are most commonly age, gender, location, or income level.Another characteristic could be new movers – those who just moved in and are looking to become loyal customers of your services.
Segmented List: A list curated through a high-tech analysis platform that defines key prospects. This type of list accesses information far beyond age, income, and gender, and gives you the ability to micro-target your market for more extreme results and higher ROI. This type of targeted list also helps you avoid sending to “do-not-mail” contacts.
Direct Mail Has Personally Relevant Messaging
After you decide on a list, the next step is deciding on the right messaging. Direct mail isn’t just about knowing who to send to, but how to speak to them to get them to notice, develop interest, and potentially buy from you. Look into your customers’ buying habits. What entices them? What offerings are they most interested in? And, how can you best reach them? Knowing the proper way to connect with your current and potential customers will help your mailer stand out. Don’t just use a cheesy, typical slogan or generic text. Craft words that highlight who you are, what makes you unique, and why they should use your surfaces or buy your offerings (over others). Make your mailer personal by adding their name, incorporating content that makes sense to their age and other demographics, and including offers applicable to them. Lastly, a clear call-to-action can educate the recipient in how to respond in the most efficient and convenient way possible.
Direct Mail Has Purposeful & Impactful Design
Lastly, once you’ve crafted effective messaging, design your mailer with intentional and engaging visuals. Make sure you’re thinking through the following key design aspects:
Sizing: Think about what size mailer makes sense for your audience, and what will help yours stand out in the mailbox among others. And, in terms of font size – think over what message is most important to get across. Use sizing hierarchy to emphasize words like “free” or “grand opening”.
Layout: Always consider how you want the viewer’s eye to be lead across your mailer. One good technique is the “s-curve” layout – which leads the eye down and across by using imagery on the left and words on right, or a similar variation.
Graphics: Using unique and eye-catching graphics is a great way to make your business stand out from the rest. Be sure to use high quality images as well as consistent branding elements – such as a logo, fonts, colors, and textures. And, go further by using variable images depending on who’s receiving the mailer to make it resonate with the viewer.
Color: Pops of color are also a great way to spice things up – especially when they’re not expected, or to emphasize a call to action. For example, use pops of color on new services, departments, or special offers, or to emphasize a QR code.
Altogether, the key to good mailer design it to ensure it resonates with the customer and emphasizes who you are and the message you’re trying to send.
Now that we’ve gone through what makes direct mail, well, direct – we hope you can see that it is drastically different than unsolicited junk mail. If you’re looking to make a change with your direct mailers or simply want to learn more, contact Strata’s experts.