Timing for emailing/mailing before an event??

I have a warehouse sale running every weekend for 4 weeks early NOV to early DEC.

Have an organic contact list of customers of approx 5,000. email/physical address

Fairly new FB page of a couple hundred. Doing a FB campaign. So will encourage the list to get active on the FB page and event invite as well. Doing a FB ad campaign, is there a way to specify a certain radius distance from the sale site address to target? Or do I have to enter zip codes manually?

We are emailing our list, also doing postcards to the physical address list, and also EDDM postcard in certain areas w/in a radius of sale.

Don't want to go too early and get email/postcard buried, but don't want to be too late in getting people active on FB page and spread the word to friends/neigbhors/co-workers or setting some time in schedule aside to go. I was thinking doing the FB promo starting a week ahead, daily throughout the month, monitoring it to see if its generating some positive results and adjust budget accordingly.

Anyone have input on rules of thumb or resources on the timing of:

sending email?
physical mailing postcard campaigns that have proven to be most effective?

A month ahead? A week ahead? A couple days ahead? etc...

Thanks in advance.