EDDM vs. Buying a Mailing List: What’s Better for Small Business?

You want to grow. But where should your mail go?

When small business owners start thinking about direct mail, one of the first questions that comes up is:
“Should I use Every Door Direct Mail (EDDM) or buy a mailing list?”

If you’re working with a tight budget—or simply want to make smarter decisions with your marketing dollars—this blog is for you.

Let’s break down the real differences between EDDM and mailing lists, so you can confidently choose the option that gets your message into the right hands without draining your wallet.

What is EDDM?

EDDM (Every Door Direct Mail) is a USPS-backed program that lets you blanket specific neighborhoods with postcards or flyers—without needing a mailing list or postage permit.

That means you can target by:

• ZIP code

• City

• Radius around your business

• Household demographics (like average income or household size)

EDDM is the ultimate shortcut for local reach—fast, affordable, and efficient.

What is a Mailing List?

A mailing list is a curated collection of addresses based on highly specific filters—like past purchase behavior, interests, or niche demographics. These lists are often rented or purchased from third-party data providers and require traditional direct mail postage (First-Class or Marketing Mail).

They’re best suited for:

• Highly targeted campaigns

• Niche or luxury products

• National or regional outreach

EDDM vs Mailing List: Side-by-Side Comparison

Why EDDM Is Often Better for Small Business

Let’s get to the point.

If you’re a small business owner looking to reach people nearby, EDDM is usually the smarter, faster, and more affordable option.

Here’s why:

1. No Permit or List Required

You don’t need a mailing permit, which can cost hundreds of dollars annually. And you won’t pay for a list, which often costs $100–$300 per 1,000 names.

That’s a win for your bottom line—and your peace of mind.

2. Simple Targeting

With Taradel’s easy map tool, you can choose carrier routes by ZIP code and even filter by average income or age range—without hiring a data analyst.

3. Unbeatable Local Reach

EDDM is perfect for campaigns like:

• Grand openings

• Local promotions

• Seasonal specials

• Awareness building

It puts your offer in every mailbox on the block. No guesswork. No wasted impressions.

4. Affordable at Scale

Print and postage combined can be as low as 39¢ per piece, depending on your quantity and size. That makes EDDM one of the most cost-effective ways to generate leads and foot traffic.

When a Mailing List Might Make More Sense

While EDDM is powerful, there are a few situations where a mailing list may be worth the investment:

• You’re targeting a very specific audience (for example, expecting parents, dog owners, or high-net-worth individuals)

• You already have a well-performing customer list and want to reach similar people

• You’re running a national campaign

For these scenarios, traditional direct mail with a curated list might give you the precision you need—but you’ll pay for that specificity.

Real-World Insight from a Taradel Customer

“The process was so simple and easy to use. I chose the ZIP codes from their interactive map that gives numbers of residents and their average household incomes. It could not have been any easier to use.”
— Tim Lewis, Taradel customer

Final Take: EDDM vs Mailing List

If you’re just getting started, on a budget, or trying to reach homes near your storefront, EDDM wins—hands down.

It’s:

• Easier to launch

• Cheaper per piece

• Designed for local businesses

Mailing lists offer more advanced targeting, but they also come with more complexity, more costs, and longer timelines.

Ready to Launch Your EDDM Campaign?

You’ve just learned the difference. Now it’s time to reach new customers in your neighborhood with a few clicks on Taradel’s all-in-one marketing platform.

Start Your Campaign Today.