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At first glance, EDDM (Every Door Direct Mail) and Saturation Mail can look very similar—especially when focusing only on postage—but there are real differences that can make one vs. the other a clear winner.
Let’s look at each to break down cost and ROI implications.
| EDDM (Every Door Direct Mail) | Saturation Mail | |
What it is | A USPS program that delivers one mailpiece to every address on selected carrier routes | A USPS Marketing Mail method that reaches 90% or more of all addresses on selected carrier routes using a mailing list |
| Mailing list required | No | Yes (carrier-route or saturation list) |
| Targeting | Geographic only (by carrier route) | Geographic + household-level filtering |
| Personalization | Not allowed | Allowed (name, message, versioning) |
| Mail formats/sizes | Flats only - must be greater than 6.125" high or 10.5" long on one side | Letters or flats (more flexible) |
| Postage costs | ~$0.19–$0.21 per piece | ~$0.17–$0.21 per piece |
| Print costs | Typically higher due to large format | Often lower, especially with letter size |
| Creative flexibility | Limited (one version) | High (versions, testing, personalization) |
| Best for | Local awareness, simple offers, one-off campaigns | Scalable programs, cost efficiency, testing, and personalization |
| Operational complexity | Low | Moderate |
| Ability to evolve over time | Low | High |
Postage is negligible between the two, but could add up to several cents depending on the mailpiece format. However, EDDM requires you to hit every door on the carrier route(s) where Saturation Mail allows you to filter up to 10% out. If there’s an attribute filter you can use to limit poor-fit households, that’s a 10% print and postage saving.
EDDM does not allow personalization to the individual household, though versioning across carrier routes is possible (there’s some data potential in EDDM). Personalization drives better results, from engagement to data insights, so small savings in an EDDM scenario might actually cost more in ROI.
Print costs might correlate with mailpiece size. For example, a single full page flyer could cost less than a smaller multi-page letter, so print costs need to be considered with some added context. However, if a 6” x 4.25” postcard can perform as well as a 8.5” x 11” flyer, then Saturation Mail could help you reduce costs.
Mailing lists are a cost, but both EDDM and Saturation Mail lists are incredibly inexpensive. The advantage of a Saturation Mailing is the ability to cut overall costs by filtering 10% of poor-fit households and elevating response rates with personalization.
EDDM is simple and fast, but it requires larger print sizes and delivery to every door on a carrier route. Saturation Mail is more flexible which can create savings opportunities. Saturation Mail can also be filtered and personalized to perform better and return valuable data insights—especially for ongoing mail programs.”
If blanket awareness in large format mailpieces is your goal, EDDM might be a better choice, but—when all variables are considered—Saturation Mail can emerge as a better choice.
If you’d like to discuss your mailing in the context of all the details, reach out! We can help you navigate your options, pick the best path and give you cost comparisons tailored to your unique mail needs.
