What is EDDM and how is it different from regular direct mail?
EDDM (Every Door Direct Mail) is a USPS program that lets you send mailers to every household on selected postal routes without needing a mailing list. Traditional direct mail requires you to purchase or build an address list. With EDDM, you simply select the carrier routes you want to target using USPS demographic data, and every door on those routes gets your mailer. It's simpler, often cheaper per piece, and perfect for local businesses like dispensaries that want to blanket their surrounding neighborhoods.
Can cannabis dispensaries legally send direct mail?
Yes. Unlike digital platforms that ban cannabis advertising, direct mail is fully compliant and legal for cannabis businesses. You have complete creative freedom to advertise your products, promotions, store hours, and brand. The key requirement is targeting 21+ demographics, which we handle through USPS route selection and demographic filtering. Direct mail is one of the few advertising channels where dispensaries can market without restrictions.
How many mailers should I send?
The volume depends on your budget and goals. We typically recommend starting with 5,000 to 20,000 pieces. Higher volumes dramatically reduce your cost per piece, so sending 20,000 mailers is significantly cheaper per unit than 5,000. We'll calculate the exact number of households in your target zones and help you find the volume that maximizes your budget.
How often should I send mailers?
We recommend a quarterly cadence for most dispensaries. This keeps your brand visible without overwhelming your budget. Starting with your immediate trade area and expanding outward each quarter lets you build awareness systematically while tracking which zones drive the most foot traffic. We help you plan this expansion as part of your overall marketing strategy.
Is graphic design really included?
Yes. Every campaign includes custom graphic design at no additional cost. Our design team creates your mailer from scratch, on-brand and built around a compelling offer. You receive the first draft and get 2 rounds of revisions to make sure it's exactly right before we go to print.
How do I know if the mailers are working?
We build tracking into every campaign. This includes unique QR codes that link to your online menu or a landing page, promo codes specific to the mailer for in-store redemption tracking, and post-campaign analysis comparing foot traffic and sales during the delivery window. Over time, you'll see which zones perform best so you can double down on what works.
How long does a campaign take from start to delivery?
A typical campaign takes 2 to 3 weeks from kickoff to mailbox delivery. This includes zone selection and budget approval, design creation and your 2 edit rounds, print production, and USPS fulfillment. We can expedite timelines for time-sensitive promotions like holiday campaigns or grand openings.
