Printing postcards without a plan is one of the fastest ways to waste your EDDM budget. The difference between a campaign that generates 50 new customers and one that gets ignored comes down to how much thought went in before anything went to print.
This guide walks you through audience selection, budgeting, and campaign strategy so your investment pays off.
In This Guide:
- Why Planning Matters for EDDM
- Define Your Campaign Goals
- Identify Your Target Audience
- Build a Realistic Budget
- Align Your Offer With Your Audience
- Choose Timing Strategically
- Set Tracking Before You Send
Why Planning Matters for EDDM
Many small businesses love EDDM because it's affordable and simple. But without a clear plan, your mailers can end up in recycling bins without generating sales.
Good planning ensures that:
- You target the right neighborhoods
- Your message speaks to the right people
- Your budget aligns with realistic results
- Your campaign has measurable goals
Step 1: Define Your Campaign Goals
Before you choose routes or design a postcard, be clear about what you want to achieve.
Common EDDM goals include:
- Driving foot traffic to your store (grand opening, seasonal promotion)
- Generating calls or service appointments (contractors, repair services, gyms)
- Promoting a special offer (discount, free trial, coupon code)
- Increasing brand awareness (real estate agents, local restaurants)
Pro tip: Make your goal specific and measurable. Instead of "get more customers," aim for "50 new trial memberships in 30 days."
Step 2: Identify Your Target Audience
EDDM doesn't target by individual customer data. Instead, you'll use carrier route targeting to reach neighborhoods.
Questions to Consider:
- Where do your best customers live?
- Do you want to target homeowners, renters, or both?
- Should you focus on residential, business, or mixed routes?
Tools to Help:
- The USPS EDDM Online Tool shows route maps, household counts, and costs.
- Combine with Google Maps or your customer address list to spot overlap.
Example: A landscaping company might target single-family home neighborhoods with large yards, while a gym might target high-density apartment areas.
Step 3: Build a Realistic Budget
Your EDDM campaign cost has three main components:
- Postage: $0.247 per piece (EDDM Retail rate, April 2026; verify current rates at usps.com)
- Printing: Varies by size, design, and quantity (roughly $0.05 to $0.10 each when printed in bulk)
- Design: DIY (free with templates) or $100 to $500 for professional design
Formula to Estimate Cost:
Total Campaign Cost = (Postage per piece x Quantity) + (Printing per piece x Quantity) + Design cost
Example:
- 2,500 postcards x $0.247 postage = $618
- 2,500 x $0.08 printing = $200
- Design cost = $200
- Total = approximately $1,018 for 2,500 households
Not sure your routes and budget are right before you go to print? AdvisingIQ helps small businesses plan direct mail campaigns that fit their goals and budget. Contact us before you commit to a print run.
Step 4: Align Your Offer With Your Audience
The right offer is what makes people act. Match it to your audience:
- Restaurants: Coupons ("Buy 1 Get 1 Free" or "$10 Off Dinner")
- Contractors: Seasonal reminders ("Spring HVAC Tune-Up Special")
- Gyms: Free trials or waived enrollment fees
- Retail Shops: Grand opening or clearance sales
Keep it clear, time-sensitive, and valuable.
Step 5: Choose Timing Strategically
Mail timing can influence results. Consider:
- Seasonality: Landscaping campaigns in spring, HVAC in fall
- Payday cycles: Many businesses see stronger responses right after the 1st and 15th
- Local events: Tie in with community fairs, holidays, or back-to-school season
Step 6: Set Tracking Before You Send
One of the biggest mistakes with EDDM is not tracking results. Use:
- Promo codes unique to each mailer campaign
- Call tracking numbers
- Landing pages or QR codes
- Customer surveys ("How did you hear about us?")
This data helps you refine your next campaign.
Wrapping Up: Plan Before You Print
Planning your EDDM campaign before you print is how you get results rather than recycled postcards. Get your goals, audience, budget, and offer right first, and the rest of the campaign has a real chance of working.
Next: EDDM Part 3 covers mailer design and USPS size requirements so your postcards qualify and get noticed.