How to Choose the Right Direct Mail Strategy for Your Business

EDDM vs. Targeted Direct Mail vs. Neighborhood Advantage™

When it comes to direct mail, one size does not fit all.

Some businesses want to blanket an entire neighborhood at the lowest possible cost.
Others need precision targeting based on income, age, or buying behavior.
And some want the reach of saturation mail — but without wasting postcards on existing customers.

That’s why Taradel offers three powerful direct mail solutions:

• Every Door Direct Mail® (EDDM®)
• Targeted Direct Mail (Addressed Mail)
• Neighborhood Advantage™

Each one helps you grow — but the right choice depends on your goals.

Let’s break them down so you can choose with confidence.

1. Every Door Direct Mail® (EDDM®)

The Most Affordable Way to Reach an Entire Neighborhood

If your goal is simple — “I want everyone in this area to know we exist.” — EDDM® is your move.

EDDM® allows you to mail to every home in selected carrier routes. No mailing list. No permits. No complicated setup.

It’s straightforward, cost-effective, and built for visibility.

Why Businesses Choose EDDM®

• Lowest USPS postage available
• No mailing list required
• Mail to every home in your service area
• Fast and simple setup

Best For:

• New businesses building brand awareness
• Grand openings
• Seasonal promotions
• Home service companies entering a new territory
• Restaurants launching a new location

How It Works

You select specific USPS carrier routes in your target area. Every residential address on those routes receives your mailpiece.

While EDDM is a saturation service, it is still highly targeted. You can apply:

• Geographic Filters: Target specific neighborhoods, ZIP codes, or even a radius around your business location.
• Demographic Filters: Filter routes based on USPS data such as median household income, average household size, and age ranges to ensure your message reaches your ideal audience.

There’s no list building, no data matching, and no individual exclusions—just straightforward neighborhood saturation at the lowest possible postal rate.

The tradeoff? You can’t remove specific addresses within a selected route. It’s truly “every door” on that path.

2. Targeted Direct Mail (Addressed Mail)

Precision Targeting for Specific Audiences

If EDDM® is about reach, Targeted Direct Mail is about precision.

This option allows you to mail only to the people who match your ideal customer profile — by demographics, lifestyle data, home value, income, interests, and more.

Why Businesses Choose Targeted Mail

• Reach by age, income, or household type
• Upload your own customer list
• Build highly filtered prospect lists
• Ideal for premium offers and niche services

Best For:

• High-ticket services
• Luxury brands
• Specialized medical practices
• B2B campaigns
• Reactivation campaigns

How It Works

You either:

• Upload your own mailing list, or
• Build one instantly using targeting filters

Your mail is addressed to specific individuals, not just households.

This gives you greater control — but postage costs are higher than EDDM® because it is not carrier-route saturation.

The tradeoff?
More precise, but typically more expensive per piece.

3. Neighborhood Advantage™

Best of Both Worlds: Smart Saturation Mail with More Control

Neighborhood Advantage™ bridges the gap between EDDM® and targeted mail.

It is an address-based carrier route saturation product designed to mail to 80% or more of a carrier route — which qualifies for discounted postage — while still allowing you to exclude certain addresses when needed.

That means:

• A gym can exclude current members
• A dentist can exclude existing patients
• A home services company can exclude recent customers
• A restaurant can exclude employees

In other words:
You get broad neighborhood reach and strategic control.

What Makes Neighborhood Advantage™ Different?

Unlike EDDM®, which delivers to every home with minimal exclusions, Neighborhood Advantage™ allows you to:

• Mail to 80%+ of a carrier route
• Qualify for saturation postage discounts
• Exclude specific addresses (like existing customers)

That 80% threshold is important because it preserves discounted carrier route pricing while giving you flexibility

Real-World Example

Let’s say you’re a landscaper preparing for spring.

With Neighborhood Advantage™ you can:

• Mail to homeowners in your service area
• Exclude your current customers
• Avoid duplicate outreach
• Maintain strong neighborhood presence

You eliminate wasted postcards — without losing reach.

Who Is Neighborhood Advantage™ Ideal For?

Neighborhood Advantage™ is designed for local businesses that want strong geographic visibility without sacrificing efficiency.

Popular industries include:

• Home Services (HVAC, roofing, lawn care, pest control)
• Restaurants
• Medical & wellness practices
• Gyms & fitness studios
• Real estate professionals

Built-In ROAS Reporting

With Neighborhood Advantage™, your campaign doesn’t end when the mail hits homes.

Every order includes a ROAS (Return on Ad Spend) Report, built using your customer-provided sales data.

Your report answers:

• Did the campaign generate real revenue?
• What was the ROAS?
• Which offer performed best?
• Should we repeat or scale the next drop?

That level of reporting makes it a powerful long-term growth strategy.

Side-by-Side Comparison

Which One Is Right for You?

Choose EDDM® if:
You want the cheapest way to reach everyone in a neighborhood.

Choose Targeted Direct Mail if:
You need to speak to a very specific demographic or list.

Choose Neighborhood Advantage™ if:
You want strong neighborhood saturation without wasting budget on addresses you don’t need.

Final Thoughts

The best direct mail strategy depends on your business model, budget, and goals.

Some campaigns need scale.
Some need precision.
Some need both.

That’s why Taradel built three distinct solutions — so you don’t have to compromise.

If you’re unsure which option fits your business, speak with a direct mail expert and build a campaign designed specifically for your market.