EDDM 360: The Marketing Long Game for Fitness and Martial Arts

When it comes to marketing your local Fitness or Martial Arts Business—especially in competitive areas —success rarely happens overnight. A well-planned, consistent approach is the key to sustainable growth. 

At Dojo Muscle, we created EDDM 360 for Martial Arts and Fitness Business owners to streamline your Every Door Direct Mail campaigns and help you integrate them seamlessly with digital tactics. Let’s walk through how to get the most out of EDDM 360, step by step.

1. It’s a Long Game

Any marketing plan worth its salt requires patience and perseverance. EDDM 360 aligns perfectly with this mindset: smaller, consistent mailings over time outperform massive “bulk dumps” in a single go. By targeting fewer routes more frequently, you stay on people’s radar without blowing your budget all at once.

2. Mail 1–2 Routes Constantly

Rather than trying to blanket your entire city at once, focus on 1–2 routes and mail them regularly. A steady cadence—monthly or bi-weekly, depending on your budget—ensures repeated exposure to the same audience. This repetition goes a long way in building brand recognition and trust.

3. Try Mini-Runs to See What Areas “Scan” or Call —Then Bump

Before ramping up to a large mail-out, experiment with mini runs. Maybe you mail just one or two neighborhoods to gauge the response or see if your postcard is being “scanned” (tracked through postal data). Once you identify which areas respond well, increase the frequency there for maximum return. If you cascade runs - a week off from each other you will have a steady stream of constant eyeballs on your programs. We do this in EDDM360 to maximize exposure - so we don't have to make big dumps. 

4. Spectacular Offer & Urgency

Even the best-designed postcards will fall flat if your offer is lukewarm. Make it compelling and time-sensitive—like “Free Week Trial, Only This Month” or a “Limited Number of Slots.” Urgency paired with an irresistible incentive encourages immediate action. Adding in bonuses can also help - as well as showing testimonials. Having a limited time offer isn't scammy - it's urgent - Macy's does it - you can too. 

5. Run Facebook Ads in Tandem

People should see you everywhere. That means your direct mail and Facebook ads should go out at roughly the same time. Someone who receives your postcard on Tuesday and then sees your ad on Wednesday is more likely to remember and act on your message. Having matching graphics, feel, message or offer also goes a long way to stay consistent - and continue the conversation in multiple channels. 

6. Make Sure Pixel & CAPI Are Set Up

Data is gold in digital marketing. Setting up your Facebook Pixel and Conversions API (CAPI) allows you to track conversions, retarget visitors, and optimize ad delivery. Without proper tracking, you miss out on valuable insights that could help refine your campaigns. I can not begin to tell you how many times I have visited customers sites - and they didn't have this set up. You are flying blind without it. And wasting money. 

7. Use Vanity URLs

Sometimes people prefer typing in a short, memorable URL rather than scanning a QR code. Vanity URLs like “YourSite.com/GetFit” reinforce your brand and make it easy for prospects to recall your offer.

8. Get a Paid Bitly Account & Custom Domain

Short, branded links look professional and allow for precise click-tracking. Services like Bitly can give you detailed analytics—perfect for comparing one postcard design or offer to another.

9. Test Both Websites and Landing Pages

• Broad awareness campaigns: These can funnel to your main website, so visitors see your complete offerings.

• Narrow special offers: Send them to a dedicated landing page with a single, specific call-to-action. Split-testing helps you identify which approach nets more conversions.

10. Broad Awareness vs. Narrow Special Offers

Use broader campaigns to let people know who you are and what you do. Combine these with more targeted promos aimed at specific segments. This multi-pronged strategy means your brand has both depth and reach.

11. Scans Aren’t Always Accurate

Postal “scans” can show how many postcards were processed, but not necessarily how many were read. Don’t hinge your strategy solely on scan counts—continue collecting real-world data from web visits, calls, and sign-ups.

12. Provide Multiple Ways to Connect

Not everyone wants to fill out an online form or scan a QR code. Include a phone number and a short URL on your mailers to reduce friction. The easier you make it for someone to reach you, the higher your response rate.

13. Test Different Designs on the Same Routes

Small changes—like adjusting the color scheme, headline, or imagery—can significantly impact response rates. Consider A/B testing postcards on the same route to pinpoint the most effective design.

14. Manage Your Controls

Treat each mailing as a mini test: track variables like your offer, creative design, and timing. Over time, you’ll develop “controls” or proven winners you can roll out confidently—and iterate on for even better results.

15. Bulk Dumps Aren’t as Effective

Sending 10,000 postcards once might look impressive on paper but rarely yields sustained benefits. Consistent, targeted mailings accumulate better trust and higher returns over the long haul.

16. Landing Page Best Practices

A great mailer or ad is useless if you send prospects to a subpar landing page. Keep these tips in mind:

• Landing Page Opt-Ins: Place a concise form above the fold (the top, visible part of the page).

• Show Ratings Above the Fold: Display your best reviews or ratings early for instant credibility.

• Use Trust Icons: Secure payment logos and privacy reassurances—only if genuine—help people feel safe.

• Keep Copy Simple: Adopt a K.I.S.S. approach. People skim, so short paragraphs and bullet points are your friends.

• Show Social Proof: Include testimonials or success stories to build trust quickly.

• Optimize for Mobile: Most web traffic is on mobile. Keep page loads fast, design layouts responsive, and limit scrolling to under 8 “screens.”

• No Navigation: Avoid distractions that lead visitors away from your main call-to-action.

• Visual Hierarchy & Multimedia: Use headlines, sub-heads, and high-quality images or videos to guide the viewer’s eye.

• Privacy & TOS: Display privacy policy and terms of service at the bottom for credibility.

17. Creative Production for Facebook Video Ads

Don’t just run static images. Video is king—especially short, vertical (or square) clips. Aim for about 1 minute to grab attention without losing engagement. Here’s how:

• Optimize for Creative: Use eye-catching footage and text overlays.

• Build Multiple Variations: AI can help you generate alt headlines, primary text, and more.

• Set Clear Objectives: If you want sales, choose the “Sales” campaign objective.

• Use Pixel & CAPI: Track every conversion for smarter optimization.

• Go Broad, Then Focus: Start with a broad audience and refine based on data.

• Test Website vs. Lead Forms: Facebook lead forms can work wonders—but always compare results against sending traffic directly to your landing page.

18. Overlay Customer Data from Current Lists

If you already have a customer or prospect list, overlay that data to identify key routes or neighborhoods. It’s an excellent way to target similar demographics and find untapped potential.

Consistency is the Secret Sauce

The true magic of EDDM 360 and our future Market Flex Campaigns lies in a multi-touch, multi-channel approach: consistent mailings, eye-catching offers, well-targeted Facebook ads, and a killer landing page.

By putting all these pieces together—and refining along the way—you’ll build a durable presence in your market that’s tough to ignore. Good luck, and happy campaigning! Have a quick chat with our AI bot and get a FREE Neighborhood Audit.