Using Every Door Direct Mail (EDDM) or Saturation Mail is an affordable and easy solution to increase exposure to your business and help it grow. EDDM and Saturation Mail are different but very similar bulk mailing options offered by the USPS, and understanding both is vital in choosing the right option for your business.

Whether you decide to use EDDM or Saturation Mailing, preparation will go a long way in achieving the best results. Establishing your goals, understanding the USPS requirements, identifying your market, and developing compelling mail pieces will help you choose between EDDM and Saturation Mail and ensure that you get the most out of your direct mail marketing efforts.

What is the Difference Between EDDM and Saturation Mail?

Every Door Direct Mail (EDDM) and Saturation Mail are cost-effective USPS services designed for widespread mail distribution, but they differ significantly in their targeting and delivery approach. EDDM is intended to deliver mail to every address on selected postal routes. On the other hand, Saturation Mail, while similar in its goal to cover large areas, offers a more flexible targeting approach, allowing you to exclude specific addresses. Let's take a closer look at the differences so you can choose the right option for your goals.

Every Door Direct Mail (EDDM)

Every Door Direct Mail is a program designed by the USPS focused on simplicity and affordability. It allows you to target every address on chosen postal routes, making it ideal for businesses aiming to bring their brand to the attention of everyone in a specific area. EDDM requires no address list, allowing businesses to target entire neighborhoods or ZIP codes easily and quickly.

Since the post office doesn't need to handle sorting or preparation, EDDM costs are much lower than other bulk mailing options.

Instead of using a mailing list, you choose a USPS carrier route based on your goals--you can view carrier routes and demographics of the audience living in those routes using the USPS EDDM mapping tool. Your mail will then be delivered to each address on your chosen mailing route.

EDDM is intended for flats (postcards or newsletters) or folded EDDM mailers (brochures). Based on USPS regulations, the minimum size for EDDM is 6.25" x 9" or 6" x 11". Mail pieces must be smaller than 12" x 15" and lighter than 3.3 ounces. For example, USPS postcard printing regulations require that the Every Door Direct Mail Printing specs of a flat EDDM mailer be printed no smaller than 6.25” x 9”.

EDDM is offered in two ways, EDDM Retail and EDDM BMEU. With EDDM Retail, you do not need a mail permit, but you are limited to sending 5,000 mailers per ZIP code daily. For EDDM BMEU, you need a mailing permit or use your direct mail provider's permit, but you can mail to as many addresses as you'd like per ZIP code per day.

Saturation Mail

Saturation Mail has a similar goal to EDDM as it helps you reach a large audience in a particular area or carrier route. However, it offers more targeting abilities, allowing you to exclude specific addresses, making it a more focused approach.

For Saturation Mail, you do not need specific names or addresses; the mail will be addressed generically like EDDM.

Saturation Mail, while more tailored than EDDM, still has some limitations compared to building a targeted mailing list. For example, rather than targeting based on demographic or customer characteristics, you only have the option to exclude certain types of business, address, or PO boxes. For example, you can exclude apartment complexes or mobile homes, which might be ideal if you're looking to promote your lawn care services or pool supplies company.

In addition to the ease of reaching large audiences in specific locations, because Saturation Mail involves sending large volumes of mail, it qualifies for postage discounts, making it an affordable marketing strategy for any business.

Is EDDM or Saturation Mailing Right for You?

Both EDDM and Saturation Mail offer postage discounts and an easy way to reach a large audience in a specific area. However, one strategy might be more suitable than the other for your goals, or neither if you're looking to target a specific group of individuals.

To decide what direct mail strategy is right for you, you need to establish your marketing goals and identify your ideal audience.

Establishing Your Marketing Goals

Before you decide on the right direct mail strategy, you must identify what you hope to gain from your efforts. If you aren't sure what you want to accomplish with your campaign, it's impossible to decide which bulk mailing or targeted option is best for you. Are you looking to drive sales, generate more leads, improve customer loyalty, or increase brand awareness? Or are you simply looking to mass mail to a ZIP code to reach a large area?

Whatever your goal, setting a clear objective and giving yourself a metric to measure against will help you see the results of your direct mail marketing efforts.

Here are a few examples of direct mail marketing goals and what strategy might be best for you:

Gain 50 more visitors to your restaurant: EDDM.

Generate 100 sales leads for your lawn care company over the next 60 days: Saturation Mail.

Have 300 customers redeem a coupon for your movie theater: EDDM.

Have 50 prospective clients call and set a meeting with your financial advisor: Create a targeted mailing based on income, location, and home value.

Have 75 customers return to your business: Export a mailing list using your customer data.

Generate 25% more traffic to your online retail store: Target individuals who share the same characteristics as your most successful customers.

Help 5 homeowners buy or sell a new home over the next 90 days: Saturation Mail.

Identifying Your Ideal Audience

To execute a successful direct mail marketing campaign and choose the right direct mail strategy, you must identify your target audience and where they are located. Establishing your target audience will help you improve response rates and return on investment.

Think about what your current customers have in common and consider who your ideal customer is. Is it everyone or a particular demographic? Do they have specific interests, or could the majority of people enjoy your product or service? Once you know who you are marketing to, figure out where they are located and where you should market so you can identify areas to send your marketing materials.

Questions to answer when identifying your customers and market:

• Where do your customers live, how far do you expect they would travel if they need to travel to take advantage of your products or services?
• Who can most benefit from your products or services? Like parents, car enthusiasts, or homeowners.
• What income range do your customers fall into?
• What age range are your customers?
• What are your customers purchasing habits?

If your company is focused on business-to-business (B2B) sales, ask:

• What industry can take advantage of your products and services?
• What size businesses are your clients?
• What is the revenue of businesses you wish to connect with?
• What is the job title or seniority of the contact you wish to reach?

Once you've identified your customer base and market, you can decide how broad or narrow your direct mail marketing campaign needs to be. This is key when comparing EDDM vs. Saturation Mail or completely going a different direction with a targeted direct mail campaign.

While EDDM and Saturation mail are both cost-effective and successful strategies, you might actually gain better results and save money with a targeted campaign, so make sure to take the time needed to establish your goals and identify your target audience to make an informed and wise decision.

At Conquest Graphics, we offer a wide range of direct mail services, including EDDM, Saturation Mail, Look-Alike Analysis, Propensity Mailing, custom built mailing lists, and more. Plus, our experts are available to help you make the best decision for your goals and budget. To get started on your next direct mail campaign, click below to explore our most effective direct mail strategies today.