The 10-second answer
Selling to a whole neighborhood — a restaurant, gym, dentist, church, home service — where almost anyone nearby could be a customer? EDDM (Every Door Direct Mail) is usually your cheapest, simplest path: no mailing list, deeply discounted postage, blanket a route. Selling to a specific type of person — past customers, a niche, high-income households, a specific industry? A targeted mailing list wins, because you pay to reach only the people who can actually buy.
EDDM vs targeted direct mail, side by side
| EDDM (Every Door Direct Mail) | Targeted Direct Mail | |
|---|---|---|
| Who gets it | Every home on the postal routes you choose | Only the specific addresses on your list |
| Mailing list needed | No list required | Yes — your list or a purchased/rented one |
| Postage | Lowest (USPS simplified EDDM rate) | Higher per piece (First-Class or Standard) |
| Targeting precision | Geographic — by route/neighborhood | Precise — by demographics, behavior, past purchase |
| Best for | Local, mass-appeal offers | Niche offers, higher-ticket, repeat customers |
| Typical piece | Large 6.5x9 or 9x12 postcards | Any size postcard, letter, or self-mailer |
EDDM buys you reach for pennies. A targeted list buys you relevance. The winner is whichever wastes fewer of your dollars on people who were never going to buy.
What EDDM is really good at
EDDM lets you mail every address on a postal carrier route without collecting a single name. You pick routes on a map, and the USPS simplified rate makes the postage dramatically cheaper than a stamped letter. That combination — no list + low postage + big postcards — makes it the default for local businesses with broad appeal:
- Restaurants, cafes, and food trucks announcing a grand opening or special
- Gyms, salons, dentists, and clinics filling a local calendar
- Home services (lawn, pest, HVAC, roofing) saturating a service area
- Churches and nonprofits inviting a whole community
Because EDDM pieces are large, you get room for a bold offer and a strong call to action — which is exactly what drives walk-ins and calls.
When a mailing list wins
The moment your ideal customer is a subset of the neighborhood, blanket mail starts wasting money. Targeted direct mail lets you reach only the households that match — by income, age, homeownership, family status, or even past buying behavior. It shines when:
- Your product is higher-ticket (remodeling, financial services, cosmetic dentistry)
- You're mailing past customers or leads (the highest-response list there is)
- You sell to a niche (new movers, boat owners, specific industries)
- You want to personalize the message to the recipient
The math that actually matters
Don't compare cost per piece — compare cost per customer. EDDM might cost less to send 5,000 pieces, but if only a sliver of that neighborhood wants what you sell, a smaller, sharper targeted drop can win. Run the simple version:
Our Postcard ROI guide walks through the break-even formula step by step if you want to plug in your own numbers.
Which one should you run?
i Can Print That prints and preps both — EDDM-ready postcards bundled by route, or targeted mailers matched to your list — with a free file check on every order.
Reach the right mailboxes.
Design your postcard, choose EDDM or a targeted drop, and see your price instantly.
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What is the difference between EDDM and targeted direct mail?
EDDM (Every Door Direct Mail) sends your piece to every address on the postal routes you choose, with no mailing list and the lowest USPS postage. Targeted direct mail sends only to specific addresses on a list you choose, letting you reach people by demographics or past behavior at a higher cost per piece.
Is EDDM cheaper than regular direct mail?
Yes. EDDM uses a simplified USPS postage rate that is significantly cheaper than First-Class or Standard mail, and it requires no mailing list purchase — making it the lowest-cost way to blanket a neighborhood.
Do I need a mailing list for EDDM?
No. EDDM requires no mailing list. You select postal carrier routes on a map and your mail goes to every address on those routes.
When should I use a targeted mailing list instead of EDDM?
Use a targeted list when your ideal customer is a specific subset of the population — for higher-ticket offers, niche audiences, or when mailing past customers and leads — because you only pay to reach people likely to buy.
What size postcard is best for EDDM?
Large formats like 6.5x9 and 9x12 are popular for EDDM because they stand out in the mailbox and give room for a bold offer, while still qualifying for the discounted EDDM postage.