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Direct mail has long been one of the most effective tools for local brand building, and now with the rise of multi-channel marketing, it’s even more powerful when combined with social media. Today, Every Door Direct Mail (EDDM) helps brands saturate neighborhoods with print while reinforcing their message digitally across platforms like Facebook, Instagram, and LinkedIn.
When your message shows up in both the mailbox and the social feed, you’re increasing visibility, frequency, and familiarity with your brand, which are all essential ingredients for growing awareness and driving conversions.
Jump to a section:
- Bridging the Gap Between Mail and Mobile
- When Does EDDM Work Well For Brands?
- How Social Media Strategies and EDDM Campaigns Can Work Together
Bridging the Gap Between Mail and Mobile
When someone receives a postcard in the mail and then sees the same message online, it reinforces trust and builds momentum. Coordinating EDDM with a digital ad campaign ensures your brand is visible at multiple points throughout your customer’s day—from the breakfast table to mobile scrolling in their afternoon break.
Using our tools, you can schedule EDDM Postcard Printing to land at the same time digital ads begin running.
This simultaneous outreach gives your campaign a cohesive look and message, with design consistency that makes every touchpoint feel connected.
Retarget with Every Door Direct Mail and Social Media Ads
For retargeting campaigns, direct mail can be surprisingly effective. If a prospect visits your website but doesn’t convert, digital ads can follow them online. But when you also follow up with a physical postcard that is delivered right to their door, you increase your chances of getting noticed.
For example, a homeowner who clicked on a lawn care offer but didn’t book a service could receive a beautifully designed postcard with a seasonal discount, just days after seeing your Facebook ad. The physical reminder feels more personal, and more urgent.
Attract New Customers Through Lookalike Audiences
EDDM is especially powerful when used to reach people who resemble your current best customers. By analyzing your social media audience data, including popular locations, age groups, lifestyle preferences, or interests, you can identify similar postal routes with new potential customers just like those. Then you can use that information and build a campaign to target them with tailored print.
A fitness studio that thrives with suburban moms can use lookalike targeting to deliver Every Door Direct Mail postcards to neighborhoods with the same demographics, while digital ads reinforce the offer online. This double exposure increases trust and familiarity before a single class is booked.
Personalize at Scale
While EDDM doesn’t target individual addresses, that doesn’t mean it has to feel generic. Personalized touches can still make a big difference in response.
Mention local landmarks or neighborhood names in your copy to make the messaging feel personal to the customer’s location. Tailor offers to reflect regional preferences or seasonal needs. Try adding QR codes that drive people to custom landing pages with localized messaging or videos. All of these small touches can be added to your postcards easily, and help make mass mail feel personal, even when you’re reaching entire zip codes.
When Does EDDM Work Well For Brands?
When you’re deciding whether EDDM is right for your campaign, it helps to break down where this type of marketing excels:
- Great at local saturation. For example, grand opening, promotions for regional service-based business, building awareness for political campaigns, or promoting events all have strong geographical ties you can use to boost your campaign.
- Cost-effective delivery on a wide scale. Since EDDM campaigns do not require a mailing list, these types of campaigns cut out the list management and address validation costs, making them an ideal option for small businesses or locally-based franchises looking to scale.
How Social Media Strategies and EDDM Campaigns Can Work Together
Nothing builds credibility like your customers’ voices. Adding testimonials, reviews, or real quotes from social media into your direct mail can turn a standard offer into a trusted recommendation. Include a customer photo or city name when appropriate. This can be just enough to feel authentic without being intrusive.
You can also encourage more engagement by using direct mail to send people to your social media channels. A postcard with a QR code that links to a giveaway or community event on Instagram can increase followers and engagement, while strengthening the customer relationship.
Use Geofencing In Social Ads and EDDM Campaigns for Hyperlocal Success
When you combine geofencing with Every Door Direct Mail, you create a hyperlocal campaign that reaches your audience in both the physical and digital spaces at the same time. For example, a new restaurant could target homes within a one-mile radius using EDDM, and run geofenced mobile ads offering a discount or limited-time menu item within the same geofenced zone.
Customers in that zone would then see the same offer in their mailbox and on their phones, making them more likely to take action—especially when a sense of exclusivity is built into the message.
Combine Data For a Full Scope View of Success
Combining social media advertising with direct mail marketing increases your ability to gather vital and actionable data across more than one channel. Understanding what is working for your customers in one channel such as on your social platforms, can inform and improve your direct mail campaigns as well.
With a direct mail campaign that is integrated with your social media campaigns, you also gain the ability to track direct mail delivery, and open rates through the connected online activity––such as scanning a QR code––to get a full picture of how well your campaign did. Add in measuring digital ad impressions and engagement from your social media campaigns, and you can really see just how far your messaging went for your brand and learn more ways to keep improving campaign performance.
For example, when you do an A/B test in your social media campaigns, you can measure key performance indicators (KPIs) to get more insights into customer behavior. Looking at insights such as impressions, clicks, and conversions, can inform your direct mail campaigns. Testing designs with your digital audiences in social media channels can also be a great way to see what resonates with your customers, and inform decisions about your direct mail designs.
It just makes sense to deliver promotions and optimize campaigns with two of the most trusted marketing channels – direct mail and social media marketing. Coordinating messaging between these channels builds greater awareness and boost sales.
Ready to Launch?
Whether you’re targeting a specific zip code, promoting a local service, or pairing your print with a social push, we make it easy to coordinate Every Door Direct Mail with your digital campaigns.
Ready to put Every Door Direct Mail to work for your next campaign?