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.
Capture Loyalty from the First Hello
Over 40 million people move each year in the U.S.—that’s more than 13% of the population, and every one of them needs to build new routines, find new services, and establish new brand loyalties. For businesses looking to grow, this isn’t just a data point. It’s an opportunity.
At Strata, we help businesses harness the power of direct mail to reach new movers at precisely the right time—when they’re ready to discover, decide, and commit. Let’s walk through how to build a smart, targeted new mover campaign that delivers results you can see (and measure).
Why New Movers Matter
New movers aren’t just potential customers. They’re high-intent buyers in active decision mode. In fact:
- 72% of new movers form new brand relationships within the first 90 days
- They’re 5x more likely to become long-term loyal customers compared to non-movers
- New homeowners spend $9,250 on average within their first year post-move
That kind of openness—and spending power—makes new movers one of the most responsive and valuable audiences for direct mail.
The Move Timeline: Timing Is Everything
When you reach someone matters almost as much as how you reach them. Here’s how buying behavior shifts before and after the move:
Pre-Move: Planning & Purchasing
Before the boxes are even packed, movers start making critical purchases—home improvement items, storage solutions, cleaning services, and more. Targeting during this phase lets you offer timely solutions that reduce stress and make life easier.
Post-Move: Urgent Needs & Routine Building
Once the move is complete, spending accelerates. Movers prioritize essentials like grocery stores, healthcare, utilities, and nearby services. It’s a crucial window to introduce your brand and become part of their new routine.
Direct Mail: The Most Trusted Channel
Nothing builds credibility quite like a well-timed, well-designed piece of direct mail. In fact:
- 88% of new movers say they would try a new business after receiving direct mail
- 76% of consumers trust direct mail when making a purchase decision
Direct mail is tactile, memorable, and most importantly—timely. It reaches people where they live (literally), and when paired with smart data and segmentation, it speaks directly to what they need.
Make Your First Touch Count
The key to successful new mover outreach? Make the first impression a lasting one. Your mailpiece should:
- Welcome the recipient to the neighborhood
- Clearly explain your value
- Offer a relevant incentive (think: BRCs with discounts or free trials)
- Encourage response or engagement right away
Need a measurable way to drive ROI? Include a Business Reply Card (BRC) or use a trackable phone number or QR code. The more seamless you make it for them to respond, the more likely they are to take the next step.
Build Relationships That Last
New mover marketing isn’t one-and-done. It’s about building trust over time. A strong follow-up cadence—through additional personalized mail drops—helps reinforce your message and position your business as a go-to resource in their new community.
By planning a thoughtful series of direct mail touchpoints, you can:
- Drive long-term loyalty and referrals
- Increase brand recall
- Encourage repeat interaction
Your New Mover Strategy Starts Here
Whether you’re targeting by ZIP code, homeownership status, or behavioral insights, direct mail gives you the control and flexibility to craft a campaign that truly performs. At Strata, we combine deep industry experience with precise data and fully in-house production—ensuring your message lands exactly where (and when) it matters most.
Let’s turn new neighbors into new customers. Reach out today to learn how Strata can help you create a high-performing new mover campaign that delivers measurable results—no guesswork, no middlemen.