Direct mail isn’t dead

In the age of technology and email, it may seem archaic to use snail mail, but it’s not entirely obsolete.

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December 3, 2018
Lauren Rathmell

Joy Gendusa, CEO of Postcardmania, a marketing company that specializes in lead generation, says using a direct mail campaign is feasible for anyone in the green industry. From irrigation professionals to mow and blow companies, owners can approach this type of marketing from a DIY perspective or hire a company that specializes in these types of campaigns.

But before you even begin to think about putting something in the mail, you need to have a plan.

“It feels like it's the hardest thing to get going and you really have to push through that,” Gendusa says. “And I would plan out for an entire year and get something in place that's put on automatic so that you don't have to be thinking about this newly every time you feel like, ‘Shoot, I want to get some leads in.’”

Gendusa recommends starting with three different designs at first and coming up with a system to track how each type of mail performs. This can be as simple as asking a caller how they found out about your company.

“Let’s say you do three cards and one of them gets you 20 calls, one of them gets you 10 calls and one of them gets you 50 calls,” Gendusa says. “You want to know which ones got you the 50 calls and then basically stop using the other two.”

When it comes to launching a new marketing campaign, Gendusa says green industry businesses should always go after the new homeowner in the neighborhood, and not just when they move in.

“We recommend that you hit the new mover three times: The first month that they move in, the second month they're there and the third month they’re there,” she says. As for the established homeowners, getting a letter in the mailbox right when it starts to warm up is ideal.

“We recommend that they get their mail out when it’s just a thought in someone's head that it's going to be warming up,” she says. “So it depends on what part of the country you're in.” Gendusa says that for those who live in areas that experience cold winters, sending out your campaign in February or March tends to work well.

Aside from targeting new customers, following up throughout the year with your existing clients can also boost your business.

“I would always recommend doing two campaigns: one to get new customers and one to stay in front of your customers,” Gendusa says. “You can stay in front of your customers by hitting them during holidays and wishing them ‘Happy New Year.’ If you do a good job, they’re not going to go anywhere else. I can tell you that from experience as a marketer and I can tell you that from experience as a homeowner.”

Listen to Lawn & Landscape Radio Network's podcast with Joy Gendusa here.