Retail Furniture Store EDDM Campaign

The Challenge

A Hudson Valley furniture store wanted to drive foot traffic during a seasonal clearance event. They had no existing mailing list and a limited marketing budget. They needed to reach as many local homeowners as possible within a tight radius of their showroom without the cost of purchasing a targeted data list.

Our Solution

Cornerstone recommended an EDDM campaign as the most cost-effective approach. We selected carrier routes within a 10-mile radius of the store, focusing on residential routes with higher median household incomes. We designed an oversized 8.5" x 11" postcard featuring sale items, store hours, and a map to the showroom. The EDDM approach meant no list purchase was needed — every household on the selected routes received the piece.

The Results

The store reported a noticeable increase in showroom traffic during the sale event, with multiple customers specifically mentioning the postcard. The all-in cost per household reached was significantly lower than comparable digital advertising, and the physical postcard had staying power — some customers brought the card into the store days after receiving it. The retailer has since run EDDM campaigns for seasonal events throughout the year.

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