If you’re considering direct mail, one of the first questions that comes up is: how much do I need to spend for it to actually work? The good news? You don’t have to break the bank—but understanding what goes into a successful campaign can help you spend smarter, not necessarily more.
In this post, we’ll break down what you should expect to invest, what factors influence performance, and why patience pays off when it comes to results.
What Does Direct Mail Cost?
Your total investment in a direct mail campaign typically depends on three key components:
1. Design
If you’re hiring a professional designer, expect to pay between $50–$300 depending on the complexity.
Want to save? Use free, professionally-designed templates (like the ones we offer) to skip design fees and still look polished.
2. Printing
Printing costs usually range from $0.10–$0.35 per piece, depending on:
- Postcard size
- Paper quality and finish
- Quantity ordered (bulk = better rates)
Pricing can vary widely depending on the type of direct mail you choose:
- Personalized / Addressed Mail is more expensive because you’re targeting specific addresses. Costs may increase based on whether you use your own mailing list or purchase one.
- 👉 View full personalized mail pricing chart
- Every Door Direct Mail (EDDM) is often more cost-effective. It allows you to reach entire ZIP codes without buying a mailing list.
There are two EDDM options:
- EDDM Retail: DIY option—cheaper, but you handle paperwork and drop-offs.
- EDDM All-Inclusive: Hands-off—just place your order, and we handle the rest.
3. Postage
Postage can be one of the biggest expenses, so it’s important to factor this in advance.
- A standard First-Class stamp currently costs $0.73.
- EDDM postcards, by contrast, can be mailed for less than a stamp—a major savings.
Always double-check whether postage is included in your chosen direct mail option!
What Kind of Results Can You Expect?
Direct mail consistently delivers strong returns. In fact:
- 📬 Direct mail is the #1 offline ROI driver for small businesses.
- 💡 87% of marketers plan to maintain or increase their direct mail spend this year.
- 📈 60% saw ROI gains when combining direct mail with digital campaigns.
- 🔁 Exposure to direct mail can lead to a 30% longer engagement with your digital ads.
That said, results aren’t always immediate—and that doesn’t mean your campaign didn’t work.
We wrote about this in-depth in our article: “Not Seeing Immediate Results from Your Direct Mail Campaign? Here’s Why—and Why It’s Still Working”.
Your audience may hold onto the postcard, visit your site later, or become familiar with your brand over time. Direct mail builds brand equity and trust, which often leads to action in the future—even if it’s not instant.
Key Factors That Influence ROI
Here’s what really affects how much you need to spend—and how well your campaign performs:
1. Your Offer
A compelling deal (e.g., 20% off, free consultation, limited-time offer) can increase response dramatically.
2. Design & Clarity
Your postcard should be easy to scan, visually attractive, and include a strong call to action.
3. Targeting
Are you reaching the right audience? Use tools like Mapfire to focus on neighborhoods where your ideal customers live.
4. Mailing Frequency
One-and-done rarely works. Repetition builds familiarity and trust. Consider 2–3 waves over a few months for best results.
5. Integration with Digital Ads
Pairing direct mail with digital ads boosts performance. Think QR codes, landing pages, and Facebook retargeting.
So, How Much Should You Actually Spend?
Not sure where to start? Here are some general budget recommendations based on business size and goals:
-
Small local business: $500–$2,000 per campaign
Great for testing and targeting specific ZIP codes with EDDM. -
Medium-sized business or multi-location brand: $2,000–$10,000
Enables broader reach and more frequent sends—ideal for consistent lead generation. -
Aggressive or seasonal push: $10,000+
Supports multi-wave campaigns, premium print options, and multichannel integration.
💡 Pro Tip: You don’t have to go all in from day one. Start with a modest budget, track your results, and scale what works.
Why Testing Campaigns Is Critical
Before scaling up, it’s smart to test different variables to see what resonates with your audience. A well-run test campaign can help you spend smarter—not just more.
Test elements like:
-
Postcard designs (colors, formats, CTAs)
-
Different offers or headlines
-
Timing and frequency of mailings
-
Target ZIP codes or customer segments
Even small changes can impact performance. Run A/B tests, analyze your metrics (like QR scans, calls, or web visits), and use what you learn to improve future campaigns.
Testing lets you avoid guesswork and build campaigns based on real-world performance—saving time and budget in the long run.
Final Takeaway: It’s Not Just About How Much—It’s About How Smart You Spend
You don’t need to spend thousands to see results. Start small, be strategic, and keep testing. A $1,000 direct mail campaign can absolutely generate measurable returns—especially when paired with smart targeting, a great offer, and digital integration.
Ready to get started?
Use our FREE direct mail templates, designed by pros and optimized for USPS delivery, to launch your campaign today.
