In today’s crowded marketing landscape, direct mail continues to outperform digital channels. According to the ANA Response Rate Report, direct mail averages a 3.63% response rate, compared to 0.12% for email and 0.4% for social ads. Oversized mailers can reach up to 5%, and multi-touch campaigns can lift response by 118% compared to single-format mailings.
So, what does that mean for your customers? If their mailings always look the same, their audience may stop noticing. That’s where variety and smarter EDDM strategies come in. Delivering the unexpected isn’t just about changing sizes; it’s about creating meaningful touchpoints that help businesses tell their story, connect with their audience, and make every piece count.
And for printers and resellers, this is an opportunity to expand your product offering and strengthen your position in key vertical markets – from real estate and health care to retail, restaurants, and home services.
Mixing up mail formats isn’t just a creative choice – it’s a strategic one. It keeps brands fresh, messages engaging, and campaigns out of the recycling bin. For verticals like real estate, variety means showcasing listings with postcards and following up with brochures for detailed property information. For restaurants, it’s menus paired with door hangers for hyper-local impact. For health care providers, it’s educational flyers combined with appointment reminders.
Now, let’s explore the formats that make this strategy work – and how you can help customers use them effectively.
Postcards are the workhorse of EDDM: cost-effective, quick to produce, and instantly visible. They’re perfect for flash sales, grand openings, or quick reminders. Their simplicity is their strength, but that doesn’t mean they should be predictable. Bold color blocks, striking imagery, and a single, focused message can make a postcard feel fresh and relevant. Adding a QR code or short URL creates an easy bridge to digital engagement without cluttering the design.
When a postcard isn’t enough to tell the full story, it’s time to move to a format that offers more space and structure.
When customers need more space to explain their services or showcase their offerings, a trifold brochure is the perfect solution. Its natural storytelling flow makes it ideal for menus, service lists, or multi-offer campaigns. Each panel can guide the reader on a journey, starting with an inviting headline, moving into details, and ending with a reason to act.
Restaurants can use brochures to showcase full menus, while home service providers can highlight multiple offerings in one piece, creating a richer experience that complements postcards or flyers.
And for businesses that want to make an even more personal connection, there’s a format that goes right to the doorstep.
Door hangers are impossible to ignore and perfect for hyper-local targeting. While they aren’t USPS mailable under EDDM rules, they work beautifully as a complementary piece alongside postal efforts. A bold headline, minimal copy, and a tear-off coupon or QR code can turn a simple hanger into a neighborhood-level invitation.
For verticals like home improvement or landscaping, door hangers add a personal touch that reinforces brand presence right where decisions are made – at the front door.
But sometimes, the goal is to go big to make a statement that can’t be missed. That’s where flyers come in.
For seasonal promotions, product launches, or event announcements, flyers offer the space to make a statement. Strong visual hierarchy (headline, subhead, key points), combined with lifestyle imagery, transforms these pieces into experiences rather than ads. Retailers can use flyers for holiday promos, while health-care providers can share educational content in a format that feels substantial and trustworthy.
No matter the format, though, the key for your customers is simplicity and strategy.
Direct mail ROI averages 29%, outperforming paid search and display ads. The most effective pieces are often the simplest. Encourage customers to focus on one message per piece and make every element purposeful. Delivering the unexpected doesn’t mean making it complicated – it means thoughtful, well-executed design that feels relevant and authentic.
And while design matters, execution is what makes these ideas come to life. That’s where you play a critical role.
When planning an EDDM campaign, paper choice matters as much as size and design. USPS requires a minimum thickness of 0.007 inches (7pt) for EDDM mailers, which typically translates to an 80lb gloss cover (or heavier). For added durability and a premium feel, many printers recommend 9pt or higher, ensuring compliance and giving the piece a sturdy, professional finish.
At 4over, we know that paper selection does more than meet regulations; it elevates the entire piece. As Mike Lopez, the director of supply chain at 4over, explains, “Paper choice is critical for EDDM success. USPS compliance starts with thickness, but the right stock does more than meet regulations – it elevates the entire piece. We recommend 9pt as the smart choice because it balances durability, cost, and quality. And with partners like Smurfit WestRock, we ensure our customers have access to sustainable, high-performing options that keep campaigns looking sharp and budgets in check.”
This attention to detail matters across verticals, whether it’s a luxury real estate brochure or a retail promotion flyer. The right stock reinforces quality and credibility, making every piece feel like an opportunity worth opening.
As a wholesale printer, 4over partners with Smurfit WestRock to provide sustainable, high-quality paperboard solutions. When you choose 4over for your EDDM mailings, you can count on premium 9pt stock delivering the durability, USPS compliance, and professional finish your customers expect.
Even the best-designed campaign can fall flat without the right execution, and that’s where you make the difference. From format selection and paper stocks to bundling, routing, and USPS compliance, your expertise ensures every detail is handled flawlessly. This isn’t just about printing – it’s about positioning yourself as a strategic partner who helps customers succeed.
As Christopher McKim, 4over’s Director of Enterprise Sales, explains, “EDDM is one of the most effective ways to reach local audiences without complexity or high cost. For printers and resellers, it’s not just another product; it’s a sales and marketing strategy that drives revenue and strengthens customer relationships.”
By guiding customers through smarter EDDM strategies and premium material choices, you help them create campaigns that connect, convert, and deliver results – campaigns that truly deliver the unexpected.
When it comes to smarter EDDM strategies, partnering with the right wholesale printer makes all the difference. 4over gives printers and resellers the tools, expertise, and flexibility to deliver campaigns that stand out, backed by premium paper options like 9pt stock from Smurfit WestRock. From compliance to creative execution, we help you build strategies that win.
Ready to start your next EDDM campaign? Reach out to your sales expert today at asksales@4over.com or visit 4over.com to explore your options.
Let’s deliver the unexpected – together.
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