How to Use Every Door Direct Mail (EDDM) to Target Sales by Geography

EDDM lets you blanket the exact neighborhoods you want—no mailing list required. Pair it with Toolsey Lead Mapping to pinpoint high-opportunity blocks, then mail eye-catching postcards with a QR or short URL that flows back into Toolsey for instant follow-up and tracking.

What Is EDDM (and Why It Works for Local Sales)

Every Door Direct Mail is a USPS program that delivers your postcard to every address on chosen carrier routes—ideal for local contractors and home-service pros.

Why it’s powerful:

• No list needed—target by ZIP/route.
• Flat rates and oversized formats (great visibility).
• Perfect for hyper-local offers, seasonal promos, and jobsite radius campaigns.

Combine EDDM + Toolsey Lead Mapping (Your unfair advantage)

Toolsey Lead Mapping helps you decide where to mail before you spend a dollar:

• Visualize past customers, estimates, wins, and average ticket by block.
• Layer in service type (roofing, gutters, siding), response speed, and close rate.
• Identify hot clusters near recent jobs or storm paths; avoid low-response pockets.

Workflow (10 minutes):

1. Open Lead Mapping → filter by service + last 6–12 months.
2. Flag routes with high win rate and dense roofs/targets.
3. Export the target block list and match to USPS carrier routes.
4. Build a route-by-route budget and print counts.

Planning Your EDDM Campaign (Step-by-Step)

1) Set a clear objective

• Book 30 free roof inspections in ZIP 46220
• Re-open gutters/off-season maintenance in three HOAs
• Drive estimate requests after last week’s storm

2) Define the audience & radius

• Age of homes, HOA density, roof age, tree cover, past claims, and income bands.

3) Choose routes

• Use USPS EDDM map to select exact carrier routes matching your Toolsey map clusters.

4) Offer & call-to-action

• “10-minute exterior check + photo report.”
• Two time windows: Today 4–6 or Tomorrow 9–11.

5) Frictionless response

• Add QR code to a Toolsey Lead Form (short URL under it).
• Use a tracking phone number that routes into Toolsey’s 2-way texting.

Designing High-Converting EDDM Postcards

Front (attention):

• Big before/after or close-up problem photo
• One bold promise (“Fast, local, no-pressure estimate”)
• Neighborhood proof (“Servicing your street this week”)

Back (action):

• 3 bullets (benefit > feature)
• QR to book + short URL + tracking phone
• Credibility strip (license/insured, ratings, warranty)
• USPS indicia + EDDM placement compliant sizing

Keep it tight: one offer, one CTA, two time windows.

USPS EDDM Setup (Quick Guide)

1. Visit EDDM Online → Retail or BMEU (volume dependent).
2. Enter ZIPs, select carrier routes (match Toolsey clusters).
3. Upload design (verify size/indicia).
4. Print, bundle, pay, and drop at the designated Post Office.

Best Practices That Move the Needle

• Mail in waves (A/B routes): test two creatives/offers.
• Time it around jobsites, storms, HOA events, or tax refund season.
• Mirror the message everywhere: site banners, SMS, and ads match the postcard.
• Speed-to-lead: enable Toolsey auto-reply → “We can be there today 4–6 or tomorrow 9–11.”

Tracking & Measuring (in Toolsey)

Set tracking before you mail:

• Unique QR/URL per route (e.g., /eddr-46220-r12).
• Dedicated call tracking number per creative.
• “Source = EDDM / Route = R012.”

Metrics to watch:

• Leads per 1,000 pieces
• Cost per booked appointment
• Lead-to-win % and average ticket
• ROI by route (double down on winners)

Example Budget Math (plug your numbers)

• 5 routes × 500 addresses = 2,500 pieces
• Print + postage ≈ $0.28–$0.55 ea. → $700–$1,375 total
• 1.2% response → 30 leads; 60% book → 18 appts; 35% win → 6 jobs
• $18,000 avg ticket → $108,000 revenue → strong ROI if COGS fits your margin

How Toolsey Streamlines the Whole EDDM Loop

• Lead Mapping: choose winning routes before you mail.
• Dynamic Lead Forms: QR → form → auto-reply with time windows.
• 2-Way Texting: confirm appointments from the first contact.
• Calendar/Availability: book instantly; reduce back-and-forth.
• Automations: reminder texts, estimate follow-ups, reactivation nudges.
• Dashboards: see conversion by route, by rep, and by offer.

EDDM + Digital = Even Better

• Retarget EDDM routes with geo-fenced ads for 2–3 weeks.
• Upload a Custom Landing Page per route for higher relevance.
• Send neighbor proof (photos/reviews from the same block) in your Toolsey follow-ups.

Checklist (Copy/Paste for your team)

• Objective + KPI set
• Toolsey Lead Mapping clusters picked
• USPS routes matched & counts exported
• Postcard artwork final + USPS compliant
• Unique QR/URL + call tracking per route
• Toolsey auto-reply + cadence ON
• Calendar windows configured
• Dashboard for EDDM source reviewed weekly

FAQs

Do I need a list?
No—EDDM targets by USPS route.

How many pieces should I mail?
Start with 2–5 routes (1–3k pieces), measure, then expand winners.

What if no one scans the QR?
Include a short URL and a trackable number; all paths flow into Toolsey.

Call to Action

Ready to make direct mail truly directed? Use Toolsey Lead Mapping to choose the right routes, launch an EDDM wave, and book appointments from the first scan or call—then measure ROI by block.