Guide
EDDM vs targeted direct mail.
The two main flavors of direct mail solve different problems. EDDM is cheap and broad; targeted addressed mail is more expensive and precise. Here's how to decide which one fits your campaign.
The headline difference
EDDM hits every active address on a USPS carrier route — no list, no addresses, no permit. Targeted addressed mail hits a specific list of named addresses you (or a list broker) supplied. EDDM is cheaper per piece; targeted mail is more precise per piece.
Cost comparison, real 2026 numbers
EDDM all-in: roughly 28–45¢ per piece for a typical 5,000–10,000 piece solo campaign (postage 21¢ + print 6–15¢ + design amortized).
Targeted addressed mail all-in: roughly 70¢–$1.20 per piece (postage ~56¢ presort, print 6–15¢, list 8–20¢, design amortized).
Per-piece cost is roughly 2–3x higher for targeted mail. The question is whether the targeting earns back the cost.
When EDDM wins
Your buyer is "anyone in this neighborhood." Restaurants, dentists, salons, home services, retail, gyms, real estate farming. The whole carrier route is a plausible customer base. Mailing every house at low cost beats trying to filter.
When targeted mail wins
Your buyer is a specific subset — new movers in the last 60 days, households over $150K income, business owners in a specific SIC code, female heads of household 40–55, lapsed customers in your own CRM. The targeting filters out so many wrong recipients that the higher per-piece cost still wins on cost per converted customer.
How to combine both
The most efficient campaigns layer them. Run EDDM monthly into your trade area for steady brand recall and broad reach. Run targeted addressed mail quarterly into a high-value cohort (new movers, your own lapsed customers, specific homeowner segments) for direct conversion lift. EDDM builds the recognition; targeted mail closes the named opportunities.
Frequently asked questions
Is EDDM or targeted mail cheaper?+
EDDM is dramatically cheaper per piece — about 21¢ postage versus around 56¢ for First-Class addressed mail. Total all-in is roughly 28–45¢ per piece for EDDM versus 70¢–$1.20 for targeted addressed mail.
When should I use targeted mail instead of EDDM?+
When your buyer is a specific demographic, income tier, business segment, or recent-mover cohort — anything where mailing every house in a ZIP would waste most of the impressions on the wrong audience.
Can I combine EDDM and targeted mail?+
Yes, and many smart campaigns do — EDDM for broad awareness in your trade area, targeted mail for high-value segments like new movers or specific homeowner profiles.
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