ONLINE EXTRA: Five Keys to Successful Direct Mailing

To optimize a direct mail strategy, Melissa Jacobsen, chief financial officer, Jacobsen Landscape Design & Construction, Midland Park, N.J., suggests these pointers:

1. Consider specialized, targeted mailings in lieu of mass mailings. Often, they are more cost-effective.
2. Create a periodic newsletter to keep customers and potential clients abreast of company goings-on and seasonal offers.
3. Assign a department with the task of keeping mailing lists current. Make sure to monitor new commercial clients in your area, and use deed lists and real estate reports to create a mailing list of new homeowners. Consider part-timers or interns to help with mailings, as their costs are relatively low.
4. Send mailings to job site neighbors inviting them to survey the projects and addressing disruptions caused by work.
5. Use direct mailings to invite potential customers to seminars, meetings, nursery showrooms and events.

The author is Associate Editor for Lawn & Landscape magazine and can be reached at ewilson@lawnandlandscape.com.