Question 1

What is the best direct mail format for a restaurant grand opening?

Accepted Answer

Oversized postcards (6x9 or 6x11) are the most effective for restaurant grand openings because they don't require opening, display your food photography prominently, and can include a coupon or special offer. EDDM is ideal for grand openings because it delivers to every household on carrier routes surrounding your location at the lowest available postage rate — typically $0.247 per piece.

Question 2

How do I target customers who live near my store or restaurant?

Accepted Answer

EDDM (Every Door Direct Mail) is the simplest approach — it delivers to every household on specific carrier routes within a radius of your location. For more precise targeting, Mail Movers can build lists filtered by ZIP code, income level, household size, and distance from your address. We can also target new movers who are actively establishing new shopping and dining habits.

Question 3

Can you print coupons or special offers on postcards?

Accepted Answer

Yes. We can print perforated coupons, QR codes, unique promo codes, and call-to-action offers directly on your postcards or mailers. Variable data printing allows each piece to carry a unique promo code for tracking redemption rates by campaign.

Question 4

How far in advance should I mail for a seasonal promotion?

Accepted Answer

For Marketing Mail (standard), plan to mail 2–3 weeks before your promotion start date to account for USPS delivery windows. For First-Class Mail, 1 week is typically sufficient. Holiday promotions (Black Friday, Christmas, Valentine's Day) should be planned 4–6 weeks in advance to secure production time during our busy season.

Question 5

What response rate should I expect from a retail direct mail campaign?

Accepted Answer

According to the ANA/DMA Response Rate Report, direct mail to a house list (existing customers) averages a 4.4% response rate, while prospect lists average around 1.0%. Retail campaigns with a strong offer (20% off, free item with purchase) typically outperform these averages. Response rates also improve significantly with multiple touches — a 3-piece campaign to the same list typically generates 2–3x the response of a single mailing.

Direct Mail for Retail Businesses