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<\/h2>\n<\/h2>\nWhen severe storms moved through their service area, this roofing company knew two things:<\/span><\/p>\n Instead of running broad digital ads and hoping the right homeowners saw them, they launched a <\/span>highly targeted Every Door Direct Mail (EDDM\u00ae)<\/b> campaign focused specifically on storm-affected neighborhoods.<\/span><\/p>\n The result?<\/span> Let\u2019s break down what happened \u2014 and how other roofing contractors can replicate these results.<\/span><\/p>\n Industry:<\/b> Roofing<\/span> At first glance, <\/span>0.3%<\/b> may not sound massive.<\/span><\/p>\n But in high-ticket home services like roofing, this is <\/span>extremely strong performance<\/span><\/i>.<\/span><\/p>\n If the average roofing job ranges from $8,000\u2013$15,000+, those 15 jobs could easily represent:<\/span><\/p>\n That\u2019s the power of relevance + timing.<\/span><\/p>\n Roofing jobs are neighborhood-driven. When one home has storm damage, nearby homes likely do too.<\/span><\/p>\n EDDM allows roofers to:<\/span><\/p>\n Instead of guessing online, you go directly to the source.<\/span><\/p>\n Storm damage creates:<\/span><\/p>\n This campaign leaned into urgency with messaging focused on:<\/span><\/p>\n The postcard didn\u2019t just advertise roofing.<\/span> With high average job values, roofers don\u2019t need a 5% response rate to win.<\/span><\/p>\n Let\u2019s put it in perspective:<\/span><\/p>\n For industries like restaurants, 0.3% would be low.<\/span><\/p>\n For roofing?<\/span> Direct mail for roofers isn\u2019t about mass responses.<\/span> The company didn\u2019t mail broadly across an entire ZIP code.<\/span><\/p>\n They focused on:<\/span><\/p>\n If you’re a roofer using EDDM, consider targeting:<\/span><\/p>\n Timing matters more than volume.<\/span><\/p>\n Instead of \u201c10% Off Roofing,\u201d they led with:<\/span><\/p>\n \u201cWe\u2019ll Help You Navigate Your Insurance Claim.\u201d<\/b><\/p>\n That positioning:<\/span><\/p>\n For roofers, strong EDDM offers include:<\/span><\/p>\n Make the offer about solving the problem \u2014 not just price.<\/span><\/p>\n Effective roofing postcards typically include:<\/span><\/p>\n\n
\n<\/span>15 new roofing jobs from a single 5,000-piece mailing.<\/b><\/p>\nThe Campaign Snapshot<\/b><\/h3>\n
\n<\/span>Mail Volume:<\/b> 5,000 postcards<\/span>
\n<\/span>Targeting:<\/b> Storm-damaged neighborhoods<\/span>
\n<\/span>Offer Focus:<\/b> Insurance claim assistance<\/span><\/p>\nResults:<\/b><\/h4>\n
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Why EDDM Works So Well for Roofers<\/b><\/h2>\n
1. Roofing Is Hyper-Local<\/b><\/h3>\n
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2. Urgency Drives Action<\/b><\/h3>\n
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\n<\/span>It offered <\/span>relief and guidance<\/b> during a stressful moment.<\/span><\/p>\n3. Roofing Is High-Ticket (Low Response Still Wins Big)<\/b><\/h3>\n
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\n<\/span>It\u2019s strong \u2014 because each job carries serious revenue.<\/span><\/p>\n
\n<\/span>It\u2019s about <\/span>precision wins<\/b>.<\/span><\/p>\nWhat Made This Campaign Successful?<\/b><\/h2>\n
1. Smart Targeting<\/b><\/h3>\n
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2. The Right Offer: Insurance Assistance<\/b><\/h3>\n
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3. Clear, Focused Postcard Design<\/b><\/h3>\n
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