Tracking and Measuring Your EDDM Success: Metrics You Need to Know

EDDM is an effective marketing method, but measuring EDDM success involves tracking important metrics such as response rate and ROI.

EDDM campaigns give you a map for the trek through the direct mail marketing jungle. A carrier route shows where your direct mail is going. Metrics help ensure you never make a wrong turn.

Is EDDM Worth It?

EDDM stands for Every Door Direct Mail. It allows you to use the US Postal Service to send everything in a direct mail campaign to everyone on a carrier route.

EDDM is easy to implement. Use the UPS EDDM Mapping tool to choose a route. It's an affordable way to target a large pool of potential customers in your ideal location who match your ideal customer demographics.

Is EDDM Good for Small Businesses?

EDDM is an effective marketing method for small retail businesses. It can be more effective than traditional postcard mailing and works for almost any business.

Dental direct mail can let the neighborhood know about a new office. Real estate postcards can help realtors get leads in an area they already know is profitable.

Home service businesses can also use it for seasonal home service marketing. Think of a lawn care company sending coupons for mowing in the summer.

Essential EDDM Metrics to Track

Compare basic EDDM metrics against total pieces mailed. Along with financial data, they let you know if your campaign is successful.

Response Rate

Response rateindicates how many recipients took any action in response to the direct mail they received.

Higher response rates mean your offers are more compelling. One of the best ways to increase it is to make the offers feel more personal. Make sure they relate to the interests and demographics of your audience.

Conversion Rate

Conversion rateis more precise than response rate. It measures how many responses lead to a desired action, such as a purchase or sign-up.

This metric shows how effective your campaign is, especially its call to action. A better call to action and time-sensitive, exclusive deals improve this metric.

Cost Per Acquisition or Customer Acquisition Cost

Cost per acquisition or Customer Acquisition Cost are two similar metrics. They measure how much you have to spend during the campaign to get a new customer.

These metrics help with budgeting and forecasting. They're especially important if your campaign's goal is to gain customers.

ROI

ROI, or return on investment, measures the financial effectiveness of your campaign by comparing costs to profit.

This metric is one of the best campaign success indicators. It also helps you know which elements and campaigns to invest in.

How to Gather Metrics

There's more than one way to get key performance data for EDDM campaigns. A combination of several is the best option.

Manual Methods

Ask customers how they heard about your business through follow-ups and surveys. It can help you gather and analyze data.

However, it isn't always reliable. Customers may give incorrect data or forget how they found you. That's why manual collection is best for smaller campaigns.

Unique Phone Numbers

Assign a unique phone number to each piece of mail you send. That makes it easy to track how many calls it gets. You should also track data such as:

• Call duration
• Call source
• Customer behavior

You can even do this while running multiple campaigns at once to see which ones get more calls. It's a reliable method that eliminates guesswork.

URLs

Give each recipient a URL that leads to a specific landing page. That makes it easy to see how often it's used. You can also track how long they stay on the landing page and whether they convert.

QR Codes

According to ScanQueue, nearly 80 million Americans have scanned a QR code in 2026. The interactive element makes them more likely to be used. It's easy to implement as part of a postcard marketing strategy.

The URLs don't have to lead to a website. They could also go to videos or social media pages.

They give you information such as:

• Type of device used
• Scan frequency
• Location

Coupons or Promo Codes

Coupons or promo codes are easy to track and increase response rates. According to a CouponCabin study, about 63% of Americans have spent money for fear of missing out on a deal.

How to Analyze Metrics

Knowing how to get EDDM metrics is the first step. The next step is to analyze what the data tells you about EDDM success.

A/B Testing

A/B testingis essential for analyzing direct mail performance.

Take two direct mail campaigns, but change elements such as the design or call to action.

See which one performs better. That lets you determine what your audience responds to and refine your efforts.

Look for Patterns

Data like EDDM metrics reveal patterns. Check for recurring themes.

Data is difficult to visualize, so turn it into charts and graphs. It's useful for enhancing EDDM campaigns in the future.

Frequently Asked Questions

What Is the Minimum Quantity for EDDM?

According to USPS, you need at least 200 pieces per campaign. Alternatively, you need enough to cover every active address on a single carrier route. The smaller number is the minimum.

What Is the Best Size for EDDM?

An EDDM mail piece must be longer than 10.5" or higher than 6.125". It can't be more than 15" long, 12" high, or 0.75" thick.

The recommended size for EDDM mail pieces is 6.25" by 9". It's cost-effective but has enough space to fit your design.

Other recommendations include 6.25" by 11" or 8.25" by 11".

Do You Need a Return Address for EDDM?

No, you don't need to put return addresses on every piece of mail for an EDDM campaign. However, including one is still recommended.

It ensures that undeliverable mail can be returned to you. If you use one, put it in the upper-left corner.

Achieve EDDM Success Today

EDDM success involves gathering several metrics, such as response rates and ROI, and using that data to elevate your marketing success.