The most common question we get: "How much does EDDM cost?"

It's the wrong question.

The right question is: "How much does a new customer cost when I use EDDM?" Once you answer that, you can run EDDM campaigns as a predictable customer acquisition system, not a "let's try it once" marketing experiment.

Here's the math.

The Two Costs of EDDM

Printing

EDDM printing costs depend on size and quantity. Here's a rough guide for professionally printed postcards:

  • 6.25×9" (most compact): $41–$195 per 500–5,000 pieces
  • 6×11" (most popular): $85–$350 per 500–5,000 pieces
  • 8.5×11" (full sheet): $115–$420 per 500–5,000 pieces

Per-piece cost drops substantially at higher quantities. At 5,000 pieces, you're often paying 30–50% less per piece than at 500.

Postage

EDDM postage is flat: $0.247 per piece regardless of size. On 1,000 pieces, that's $247. On 5,000 pieces, that's $1,235.

Calculating Cost Per New Customer

The formula:

Cost per new customer = Total campaign cost ÷ (Pieces mailed × Response rate × Conversion rate)

Let's run it for a 1,000-piece 6×11 campaign:

  • Print cost: ~$120
  • Postage: $247
  • Total: $367

By Industry and Response Rate

HVAC / Plumbing / Home Services

  • Average EDDM response rate: 2–4%
  • Responses from 1,000 pieces: 20–40
  • Booking conversion: 30–50%
  • New customers: 6–20
  • Cost per new customer: $18–$61
  • Average customer LTV: $400–$2,000
  • ROI range: 6x–110x

Real Estate

  • Average EDDM response rate: 1–3%
  • Responses from 1,000 pieces: 10–30
  • Lead-to-listing conversion: 10–20%
  • New listings: 1–6
  • Cost per listing: $61–$367
  • Average commission: $8,000–$20,000
  • ROI range: 22x–328x

Dental / Healthcare

  • Average EDDM response rate: 2–5%
  • Responses from 1,000 pieces: 20–50
  • Appointment booking rate: 40–70%
  • New patients: 8–35
  • Cost per new patient: $10–$46
  • Average patient first-year value: $500–$2,500
  • ROI range: 11x–250x

Restaurant

  • Average EDDM response rate: 3–6%
  • Responses from 1,000 pieces: 30–60
  • First visit completion: 50–80%
  • New customers: 15–48
  • Cost per new customer: $7–$24
  • Average customer LTV (1 year): $200–$800
  • ROI range: 8x–114x

Why Response Rates Vary So Much

The difference between a 1% and 5% response rate on the same campaign comes down to four things:

  1. Headline strength. Does it communicate a clear benefit in 3 seconds?
  2. Offer specificity. "20% off your first service" beats "call for a quote" every time.
  3. Route selection. Are you mailing homeowners who actually need your service?
  4. Mailing frequency. First mailing response: 1–2%. Third mailing to the same routes: 3–5%. Consistency compounds.

How Many Mailings Does It Take?

Direct mail research consistently shows:

  • 1 mailing: 1–2% response, mostly from people who happened to need you at that moment
  • 3 mailings: 3–5% cumulative response, as you build recognition
  • 6+ mailings: 5–8% cumulative response, as you become the familiar name in your category

This is why the most cost-effective EDDM strategy isn't one big mailing. It's a consistent mailing program. Budget for 3–4 drops per year to the same routes, and your cost per customer will drop with every campaign as response rates improve.

The Free Campaign Review

Before we print any EDDM job, we review the design for response optimization. We've seen what works and what doesn't across thousands of campaigns since 1974. If your headline is weak or your offer isn't compelling, we'll tell you before it costs you print and postage.

That review is included with every order. It's not a sales call. It's a look at your artwork with the goal of making sure your investment pays off.

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