Businesses have a wide range of options when it comes to marketing strategies. Two of the most popular methods for reaching potential customers are Bulk Mailing and Every Door. Both approaches have their unique benefits and challenges, but for businesses aiming for cost-effective solutions with a greater impact, Bulk Mailing often proves to be the more strategic choice.
In this article, we will compare these methods, looking at how each works, the advantages and drawbacks of both, and why Bulk Mailing is typically the better option for businesses seeking to maximize the effectiveness of their direct mail marketing campaigns. Whether you’re aiming to increase brand awareness or drive sales, understanding the key differences between these methods is crucial in making the right decision for your business.
What is Bulk Mailing?
Bulk Mailing, also known as Standard Mail, refers to sending a large volume of mail at a discounted rate through the United States Postal Service (USPS). To qualify for bulk mailing rates, businesses need to mail at least 200 pieces of mail or 50 pounds of mail in one shipment. These mailings are usually targeted and are often addressed to specific individuals or companies that meet predefined criteria such as geographic location, demographics, or purchasing behavior.
Bulk Mailing can encompass various types of materials, including postcards, catalogs, brochures, and newsletters. One of the key benefits is the ability to segment and target specific groups of people, allowing businesses to customize their messaging for maximum relevance and effectiveness.
What is EDDM?
EDDM is a service provided by USPS that allows businesses to send promotional material to every address within a specific postal route or carrier route. Unlike Bulk Mailing, EDDM does not require the mail pieces to be addressed to specific individuals or companies. Instead, the mail is delivered to every address in a given geographic area, which can be a neighborhood, a zip code, or a specific carrier route.
The appeal lies in its simplicity and broad reach. It is ideal for businesses that want to increase brand awareness or drive foot traffic without the need for extensive targeting. EDDM is often used by local businesses such as restaurants, real estate agents, and retail stores, aiming to attract nearby customers.
Key Differences
Targeting Capabilities
The biggest distinction between Bulk Mailing and EDDM is the level of targeting available.
Bulk Mailing offers businesses the ability to target specific demographics, geographic locations, and customer behaviors. With Bulk Mailing, you can use mailing lists that are curated based on a variety of factors such as age, income, buying habits, and previous engagement with your brand. This precise targeting ensures that your message reaches individuals most likely to engage with your product or service.
EDDM delivers your promotional materials to every address within a designated area, without taking into account the specific needs or preferences of the recipients. While this may be suitable for some businesses looking to generate brand awareness, it often results in wasted exposure as your message reaches people who are unlikely to engage with it.
For businesses seeking to maximize return on investment (ROI) and reduce wastage, Bulk Mailing’s precise targeting is a clear advantage. You can tailor your message to the right audience, ensuring that your marketing efforts are not only efficient but also cost-effective.
Cost
When it comes to cost, EDDM is generally cheaper than Bulk Mailing. EDDM’s pricing structure is based on the number of mailpieces sent, and since the mail is not addressed, the postage is typically lower. The USPS offers discounted rates for EDDM, making it an attractive option for businesses with tight budgets.
However, while it may seem cheaper upfront, the lack of targeting can lead to higher costs in the long term if your campaign fails to generate significant engagement. Since EDDM is less targeted, businesses may end up sending mail to people who have little to no interest in their product or service, leading to poor ROI.
In contrast, Bulk Mailing may come with a higher upfront cost, especially when factoring in the price of purchasing a targeted mailing list. However, because Bulk Mailing allows for more precise targeting, the likelihood of reaching potential customers who are genuinely interested in your offerings is much higher. This often leads to more successful campaigns, with increased sales or customer sign-ups, ultimately delivering better value for your investment.
Customizability
Another area where Bulk Mailing outshines EDDM is customizability.
With Bulk Mailing, businesses can design and personalize each piece of mail, tailoring the content to resonate with the recipient. Whether it’s using specific offers, personalized greetings, or dynamic content based on past interactions, Bulk Mailing allows you to craft highly customized experiences for your audience. Personalized mail often leads to higher engagement rates, as recipients are more likely to respond to offers that are relevant to their needs or interests.
EDDM offers limited customizability. Since EDDM mailers are not addressed to individuals and are usually designed for mass distribution, the content tends to be more generic. While you can create visually appealing designs, the lack of personalization can make it harder to stand out in a crowded mailbox and capture the recipient’s attention.
For businesses looking to create a more personal connection with their customers, Bulk Mailing’s customizability is a crucial advantage. Personalized mail helps to build trust and brand loyalty, two key factors in long-term customer retention.
Tracking and Analytics
Effective tracking and analysis of marketing campaigns are crucial for understanding their success and optimizing future efforts.
Bulk Mailing offers better tracking capabilities because you can track customer responses, whether they come in the form of online purchases, phone calls, or visits to your physical store. By using personalized URLs (PURLs), coupons, or tracking phone numbers, you can monitor how recipients engage with your mail and measure the ROI of your campaign more accurately.
EDDM lacks the same level of tracking precision. While it is possible to monitor overall delivery rates, tracking individual responses to EDDM campaigns can be challenging. Since EDDM does not involve personalized mail, it’s harder to determine who received your mail or how they interacted with your brand.
For businesses that want to optimize their marketing strategies and track detailed customer behavior, Bulk Mailing provides better analytics and ROI measurement.
Speed and Efficiency
Both Bulk Mailing and EDDM are relatively fast methods of sending out marketing materials, but there are slight differences in the logistics.
Bulk Mailing requires businesses to prepare the mail, sort it by ZIP codes or carrier routes, and sometimes even apply for a permit for mailing. While this can take some time, it’s a one-time setup that results in precise, highly-targeted mailings.
EDDM is simpler to set up and execute because it does not require personalized addresses. It allows businesses to send out mail more quickly, especially when the goal is to reach a large area or neighborhood.
However, the speed of execution often comes at the cost of precision and relevance. While EDDM can get your message out quickly, Bulk Mailing’s longer setup time can lead to more effective campaigns that yield higher engagement rates and ROI.
Why Bulk Mailing is Often the Better Choice
While EDDM offers an easier, more affordable route to reach a wide audience, Bulk Mailing stands out as the better choice for most businesses, particularly those that are focused on long-term growth and customer retention.
Better ROI: The ability to target specific segments ensures that Bulk Mailing provides better ROI. By reaching people who are more likely to be interested in your products or services, you increase the likelihood of conversions, sales, and leads.
Personalization: Bulk Mailing allows for personalized communication, which helps build stronger relationships with customers. Personalized mail has been shown to increase engagement rates, making it an effective tool for customer retention.
Customizable Content: The ability to tailor your content to each recipient allows you to provide more relevant offers, leading to better responses and greater customer satisfaction.
Measurable Results: With Bulk Mailing, businesses can track the success of their campaigns more effectively, helping to improve future marketing strategies and optimize results.
Targeting and Efficiency: Bulk Mailing’s precise targeting minimizes waste by ensuring that your message reaches the people who are most likely to respond, making it a more efficient use of resources.
Conclusion
When comparing Bulk Mailing and Every Door, it’s clear that Bulk Mailing is the more strategic and cost-effective choice for businesses looking to drive results. While EDDM offers a low-cost and broad reach, the lack of targeting and personalization makes it less effective in the long run. Bulk Mailing’s ability to target specific demographics, personalize content, and track results allows businesses to run more successful, efficient, and profitable campaigns. By choosing Bulk Mailing, you ensure that your marketing efforts are not only impactful but also provide a higher return on investment, making it the smarter choice for most businesses.
