Direct Mail Marketing: Using the Mailbox to Grow Your Trades Business

Digital marketing gets most of the attention, but direct mail is more effective than most trades businesses realize. The average American receives about 605 emails and just 16.8 pieces of physical mail every week, which means a well-designed postcard in the right neighborhood stands out in a way that another email never will. About 73% of people say they look forward to checking their mail, and 98% check it daily.

For local businesses targeting specific service areas, direct mail is one of the most cost-effective ways to put your name in front of homeowners. There are three ways to do it, and they work differently.

EDDM: Every Door Direct Mail

EDDM is the easiest entry point for any direct mail campaign. There is no mailing list required or permit required. Postage runs $0.247 per piece for EDDM Retail.

All you have to do is pick a geographic area, whether that is a zip code, a neighborhood, or a specific carrier route, and USPS delivers your piece to every address on it. Through the USPS EDDM Online Tool, you can filter routes using US Census data like age range, household size, and average household income, so your pieces land in the right neighborhoods rather than every address in a zip code.

That targeting is what makes EDDM useful for more than just blanketing an area. You can use it to introduce yourself to new customers, announce a seasonal promotion, or stay top of mind with homeowners in areas where you already have strong customer relationships.

How EDDM Retail Works

Choose the Retail option in the USPS EDDM Online Tool, which lets you send 200–5,000 pieces per day per zip code with no special permit. Select your drop-off date, then bring your bundled pieces to your local post office.

Sizing Requirements

Standard 4x6 postcards are not EDDM-compliant. Each piece must weigh 3.3 oz or less and be bundled in stacks of 50–100. Attach a facing slip to each bundle with the zip code, route number, and delivery type.

Check current USPS size requirements before printing since they can change.

Where to Print

Most print vendors offer EDDM-compliant sizes. Get pricing directly from the vendor since postcard printing costs shift frequently.

Targeted Direct Mail

Unlike EDDM, targeted direct mail reaches a purchased or built list of specific addresses. To get started, you need a USPS bulk mail permit. Contact your local Business Mail Entry Unit or visit usps.com for current permit fees since they change periodically.

The setup is worth it when you want to connect with the right people in your local community rather than every address on a route. A homeowner who already pays for HVAC maintenance is a much easier sell on a service upgrade than someone who has never heard of your company. That precision is what makes targeted direct mail worth the extra setup.

A few formats that work well for reaching existing customers and high-value prospects:

• A flyer mailed quarterly with seasonal tips, informative enough that new customers hold onto it
• Holiday cards for loyal customers
• Follow-up postcards after a completed job requesting a review
• New service announcements to your existing customer base

If you would rather build your own mailing list than buy one, your county's property appraisal website is a good starting point. Search your county name plus "property appraisal" to find a sortable database by subdivision or zone.

Flat Rate and Standard Mail

Flat rate mail is the simplest of the three options and requires no bulk permit. Think letters, cards, and invoices sent in small batches to existing customers in your local community.

The real value is in the small touches that most competitors skip. A birthday card after a job, a thank-you note, a review request — these are the kinds of interactions that build customer relationships and generate referrals over time. If you want to create a consistent touchpoint with customers between jobs, flat rate mail is the easiest way to do it.

Measuring Results

Every direct mail campaign should have a tracking mechanism built in before it goes to print. Include a unique phone number, URL, or discount code on the piece so you know exactly what is working and what is not. Without it, you are guessing at the ROI.

Where to Start

If you have never run a direct mail campaign before, EDDM is the right starting point. No list, no permit, no complexity — pick your routes, print your pieces, and drop them off at the post office. Once you have a campaign or two under your belt and a sense of which neighborhoods respond, targeted direct mail gives you the precision to go deeper with the right customers.

For more on print marketing for trades businesses, see our printed marketing materials guide.