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If you’re considering direct mail to grow your business, two common options likely to show up on your radar are USPS Every Door Direct Mail (EDDM) and USPS Saturation Mailing. Both are powerful tools for getting your message in front of local audiences, but they work in slightly different ways—and choosing the right one depends on your campaign goals.
In this guide, we’ll walk through what sets them apart, when to use each, and how to get started.
USPS Every Door Direct Mail (EDDM)
USPS Every Door Direct Mail is a simplified mail program that allows you to send a mailer to every household in a specific postal route—without needing to buy a mailing list or acquire a mailing permit.
It’s ideal for local businesses looking to:
- Reach a broad audience within a few zip codes
- Promote store openings, seasonal specials, or community events
- Avoid the time and complexity of traditional mailing processes
When using EDDM, you select routes based on geography, household counts, and (to a degree) basic demographic info. It’s easy to plan your campaign using USPS’s EDDM mapping tool or our custom targeting tools.
USPS Saturation Mailing
USPS Saturation Mailing refers to a type of mailing rate that qualifies for the lowest available postage, but unlike EDDM, it typically requires more prep and more detailed address info. To qualify for USPS Saturation rates, mail must be addressed and presorted—often using occupant names or “current resident”—and sent through a standard or marketing mail permit.
Saturation mailing works well when:
- You already have a permit or work with a provider who does
- You want to include addresses or customize content
- You’re mailing to 90% or more of the deliverable addresses in a carrier route
- You have a list and want to ensure delivery with optimal postage savings
Using this method can save money per piece, especially at high volumes, but it involves more technical setup.
Quick Comparison: EDDM vs. USPS Saturation Mailing
| Feature | USPS Every Door Direct Mail | USPS Saturation Mailing |
|---|---|---|
| Mailing List | Not required | Typically required or managed via provider |
| Permit Needed | No | Yes |
| Addressed Mail | Not required | Yes (can use “Resident” or “Occupant”) |
| Targeting Options | By carrier route, basic demographics | By route, using your list |
| Volume Requirements | Low to moderate | High volume preferred |
| Cost | Slightly higher per piece | Lower per piece at scale |
| Best For | Simpler campaigns, hyperlocal reach | High-volume, repeat campaigns with advanced targeting needs |
So, Which Should You Use?
If you’re thinking “EDDM vs. USPS Saturation Mailing—how do I choose?” you’re not alone. A lot of first-time mailers wonder which approach is best.
Here’s the friendly truth: both methods can work well. It just depends on how much control you want, how often you plan to mail, and whether you need personalization.
Go with USPS Every Door Direct Mail if:
You want the simplest possible way to get a postcard into every mailbox in a neighborhood, without the hassle of lists or permits.
Choose USPS Saturation Mailing if:
You’re working with a mail house, have a permit, or want to run more advanced targeting and save a bit more on postage at high volumes.
Want Help Deciding?
At GrowMail, we help businesses launch successful EDDM and saturation mailing campaigns every day. Whether you want to take the DIY route or let us handle everything for you, our tools and team can guide you through every step.
We’ll help you:
- Choose the right delivery routes
- Design a postcard that gets noticed
- Print, prep, and mail for maximum efficiency
- Track results and adjust your strategy over time
Ready to start your next USPS direct mail campaign?