How to Use EDDM® for a Grand Opening (With a Real Success Story)

Opening a new location is a big deal.

It’s not just about unlocking the doors — it’s about introducing your business to the neighborhood, building trust fast, and creating momentum that carries you for months.

If you’re planning a grand opening and wondering whether Every Door Direct Mail (EDDM®) can actually deliver results, this real-world case study will show you exactly how it works — and why it works.

Why EDDM® Is Powerful for Grand Openings

Before we dive into the case study, here’s why EDDM is such a strong play for new locations:

• You can blanket an entire neighborhood — no mailing list required.
• You reach every household in your chosen carrier routes.
• You create a tangible first impression that stays in the home.
• You generate trackable response with coupons or offers.

When you’re launching something new, that kind of attention is gold.

Now let’s look at this medical supply store’s campaign.

Case Study: Medical Supply Store Grand Opening

Customer Profile

A medical supply retail store specializing in:

• Durable Medical Equipment (DME)
• Disposables
• Incontinence supplies
• Ostomy products
• Urology catheters

The company operates multiple locations and serves primarily elderly communities.

They were opening a brand-new store location and needed to build awareness quickly.

The Challenge

Launching in an elderly community comes with a unique hurdle:

• Many residents already have established supply routines.
• Purchasing cycles are often monthly.
• Behavior changes take time.

As the owner explained:

“It's an elderly community. Most of them… they will come when they come… it's a matter of time.”

This wasn’t about instant hype. It was about long-term awareness and steady foot traffic.

That’s exactly where EDDM shines.

The EDDM Strategy

Campaign Specifications

• 11,000 postcards mailed
• Targeted to elderly residential carrier routes
• Grand opening promotion with special pricing
• Initial results measured over two weeks (with ongoing tracking)

This campaign followed the essential framework of a strong EDDM design:

• Clear headline
• Limited-time offer
• Strong call-to-action
• Easy-to-find contact information
  (See: Elements of a Successful EDDM Postcard )

Boom. Step one done. ✔️

The Results (First Two Weeks)

Here’s what happened almost immediately:

Foot Traffic

• 30–40 customers came into the store with the postcard.

Initial Response Rate

• 0.27%–0.36% response rate
  (30–40 customers out of 11,000 mailers)

For a brand-new location in a conservative buying demographic, that’s a strong early indicator — especially within just two weeks.

Card Presentation Rate (This Is Huge)

• 70–80% of new customers brought the postcard with them.

The owner shared:

“About like 70 percent, 80 percent are coming with that card. So that's great. Makes me happy.”

This is what we call clear attribution.

When customers walk in holding your postcard, you don’t have to guess what worked.

Why This Campaign Worked

Let’s break it down.

1. Full Neighborhood Awareness

EDDM doesn’t rely on rented lists.

It allows you to saturate specific ZIP codes and carrier routes — making sure your message lands in every mailbox that matters (How to Design a Successful EDDM Postcard ).

For a new store, that visibility is priceless.

2. A Strong, Limited-Time Offer

Grand openings need urgency.

Including a limited-time promotion increases positive response and purchase intent — and 79% of consumers respond favorably to mail that includes special offers ().

This store didn’t just announce itself.

It gave people a reason to walk in.

3. Realistic Expectations for the Demographic

Here’s where many businesses go wrong:

They expect instant, viral results.

But in an elderly community:

• Purchasing happens on need.
• Reordering cycles are monthly.
• Behavior shifts take time.

The owner understood this and set expectations accordingly.

For this store, the first two weeks were just the beginning.

4. Built-In Tracking

One of the biggest wins?

Customers physically brought the card.

That’s built-in tracking — without complex software or analytics dashboards.

If you want to maximize tracking for your grand opening, follow this checklist approach:

• Define your goal
• Set timeline & budget
• Create a compelling offer
• Track response clearly

When you plan intentionally, you measure accurately.

What This Means for Your Grand Opening

If you’re a small business owner opening a new location, here’s what this case proves:

✅ You don’t need a massive marketing department.

✅ You don’t need complex digital funnels.

✅ You don’t need to “go viral.”

You need:

• The right neighborhood
• A compelling offer
• A strong, clear design
• Patience to let purchasing cycles unfold

And you absolutely can do this.

Imagine greeting your next best customer.
And then the one after that.
And after that too.

That’s what a well-planned EDDM campaign creates — steady, measurable growth.

Key Takeaways from This Campaign

• 11,000 postcards generated measurable foot traffic within two weeks.
• 70–80% attribution confirmed the campaign was working.
• Early response rates were strong for a brand-new location.
• Long-term results were expected to build over time.
• The store owner was satisfied — and continued monitoring for 1–2 months.

That’s how sustainable marketing works.

Not hype.

Momentum.

Ready for Your Own Grand Opening Success?

If you’re preparing to launch a new location, don’t leave awareness to chance.

EDDM allows you to:

• Target specific neighborhoods
• Build trust fast
• Drive immediate foot traffic
• Continue generating customers month after month

Dream big. Open strong.

And let your community know exactly where to find you.

Because when your marketing is simple, targeted, and measurable…Growth isn’t a question.