Launching your first Every Door Direct Mail (EDDM) campaign? First of all — congrats! You just made a powerful move to grow your business and reach your local community in a way that’s cost-effective and proven to work. Now that your postcards are on their way to mailboxes, what happens next?
Let’s walk through a week-by-week breakdown of what to expect, what to do, and how to make the most of your campaign.
Week 1: Delivery & First Impressions
What to Expect:
This is when your postcards are delivered to mailboxes. You might feel the anticipation kick in as you wonder, “When will I see results?” But hold tight — success doesn’t always strike instantly.
Pro Tip:
Most customers need to see your message at least 7 times before they take action. That’s called the “Rule of 7” in marketing — and it’s supported by years of consumer behavior research.
What to Do:
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Prepare your staff for incoming calls or visits.
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Make sure your website or offer page is updated.
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Watch for a small bump in engagement — it’s just the start.
Week 2: Early Engagement & Inquiries
What to Expect:
This week, curious customers may begin to trickle in. You may receive a few phone calls, website hits, or walk-ins mentioning the postcard. It’s a sign that your message is sticking.
What Customers May Say:
“I saw your postcard — tell me more.”
This is the moment to shine with a clear, compelling offer and a friendly follow-up process.
What to Do:
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Track responses (use a unique URL, phone number, or QR code).
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Train your team to ask how new customers heard about you.
Week 3: Momentum Builds
What to Expect:
If your campaign included a strong call-to-action — like a discount or limited-time offer — this is when momentum starts to build. More people have seen your mailer, and you’re inching closer to that magic number of seven impressions.
Want to Amplify Results?
This is a great time to post your mailer on social media or re-engage with digital ads. In fact, pairing direct mail with digital ads can increase response rates by 63% and conversions by 40%.
What to Do:
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Follow up with any leads you’ve gathered.
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Begin prepping for a second mailing to reinforce your message.
Week 4: Reinforcement & Recognition
What to Expect:
By now, your brand is becoming more familiar. When people see your logo, offer, or headline again — they’re much more likely to remember it.
This is why mailing multiple times to the same neighborhood is so powerful. Repetition builds trust, and trust leads to sales.
What to Do:
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Launch your next wave of EDDM mailers (aim to reach each household 2–3 times over a 30–60 day window).
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Refresh the offer if needed — but keep the design consistent for brand recognition.
Week 5–6: Conversions & Word of Mouth
What to Expect:
With multiple impressions now made, customers who were previously on the fence start to act. You’ll likely see the strongest conversion activity during this time, especially if you’ve layered your campaign with email, social, or Google ads.
Pro Tip:
Encourage happy customers to leave reviews or refer others. Word-of-mouth marketing fueled by direct mail creates a powerful flywheel effect.
What to Do:
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Ask new customers for feedback and reviews.
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Track results and calculate ROI.
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Start planning your next campaign.
A Final Word: It’s Okay Not to See Immediate Results
Remember: direct mail isn’t magic. It’s marketing — and marketing works through frequency, follow-up, and focus. If you sent one postcard and didn’t get instant results, that doesn’t mean it failed. In fact, you may be just one or two impressions away from a breakthrough.
Boom! Step #1 done.
You launched a campaign. You’ve entered homes, sparked curiosity, and taken a leap that many small business owners never do.
Next up? Stay the course. Mail again. And again.
Because with each new impression, you’re one step closer to winning more customers — right in your own neighborhood.
Need help planning your next mailing or adding digital ads for even more impact? Our marketing experts are here to guide you every step of the way.
Let’s keep those goals in sight and make them happen. Dream big. Achieve bigger.
