Businesses can target ZIP codes for maximum response with EDDM by defining their ideal audience and using USPS mapping tools to select neighborhoods that match. Choosing the right areas ensures mailers reach households most likely to respond, boosting engagement and reducing wasted postage.
With 41,552 ZIP codes across the United States, each representing distinct delivery areas, businesses have a powerful opportunity to target neighborhoods with precision (Postal Facts).
By focusing on ZIP codes aligned with demographics such as income, age, or homeownership, EDDM turns direct mail into a precision strategy.
In this article, you'll learn how to implement effective ZIP code targeting to maximize response rates, master helpful EDDM strategies, and apply best practices for ZIP code marketing that drive results.
Every Door Direct Mail (EDDM) is a USPS service that allows businesses to send mail to every household on selected postal routes or zip codes without a mailing list. Instead of buying address lists, you choose the geographic areas you want to reach, and USPS delivers your postcards, flyers, or menus to every active residence or business in those areas.
This makes EDDM ideal for local awareness, events, and promotions. Targeting the correct zip codes lets you:
Tools such as Taradel's Mapfire™ provide heat maps and audience insights to help identify high-potential ZIP codes.
Choosing ZIP codes isn't guesswork; it requires data and strategy. Here's a breakdown:
Before you start, clarify who your ideal customer is. What age range, income level, and household type best match your offer? Knowing this helps you evaluate zip codes by the types of households they contain.
Mapping platforms allow you to enter an address, city, state, or ZIP code to begin planning your campaign. From there, you can select:
Start with the ZIP codes you want to review. Next, check these key details:
Zip codes closest to your actual location often see a higher response because people recognize local businesses more readily. But expanding to nearby ZIP codes with similar demographics can boost reach without diluting relevance.
Specific ZIP codes spend more on services such as dining, home improvement, and healthcare. Reviewing spending behavior helps you align your campaign with areas most likely to purchase your product or service.
Start with a few ZIP codes and measure response. Testing allows you to identify which areas deliver the strongest engagement and refine your ZIP code marketing strategy for maximum impact.
Success in EDDM comes from tracking results by ZIP code. You can do this through the use of:
This feedback loop helps you see which ZIP codes truly maximize response rates and makes future targeting more efficient.
To get the most from EDDM, combine ZIP code targeting with proven tactics. This includes:
Response rates for EDDM campaigns can vary depending on the targeting and the strength of the offer. When designed thoughtfully with a compelling offer, campaigns often see response rates around 2.7 percent to 4.4 percent (Discóver Publications).
There's no one-size-fits-all number, but start with a few ZIP codes that match your ideal audience and budget. Monitor the performance by area and expand or refine your selections based on response and engagement.
The cost of an EDDM campaign depends on both postage and printing. USPS postage for EDDM typically runs around $0.22 per piece, and printing costs vary depending on size, paper quality, and quantity. The total cost for a campaign is calculated based on the number of pieces you send to each zip code.
Yes. Small businesses often see the biggest gains because ZIP code targeting allows them to reach local customers without paying for mailing lists. It's a cost-effective way to build visibility.
EDDM isn't a replacement but a complement. Direct mail gives a physical presence in the home, while digital ads reinforce the message. Combining both in the same ZIP codes maximizes impact.
EDDM is often more cost-effective for local campaigns that aim to reach every household in a given area. However, for highly precise targeting, such as reaching individual customers based on behavior or purchase history, traditional mailing lists may be more effective.
Target zip codes the right way, and your EDDM campaign moves from scattershot mail to focused, effective marketing that drives real customer action. With the right EDDM strategies, access to demographic filters, and smart ZIP code marketing decisions, you can maximize response rates and boost the performance of every mailing.
At Taradel, we turn your marketing goals into real resultswith our all-in-one platform and expert guidance. Our experienced team helps small businesses simplify campaigns, boost engagement, and achieve measurable success. Visit our website today to see how we can elevate your business and make your marketing dreams a reality.