With marketing, there are many digital options available, but don’t forget the value of print pieces, specifically direct mailing campaigns.
“Despite the rise of digital marketing, homeowners still respond to physical mail, particularly in the lawn care industry,” says Becca Presley, national director of marketing for Senske Family of Companies, based in Kennewick, Washington. “Direct mail gives us a unique opportunity to place a tangible reminder of our services directly in front of potential customers, where it’s hard to ignore.”
Presley says direct mail is an integral part of their marketing strategy because it consistently delivers results. She’s been conducting direct mailing campaigns for over nine years since joining the lawn care industry.
“It’s been a valuable tool in driving growth and attracting new customers throughout that time,” Presley says.
Benefits of Direct Mailing Campaigns
Direct mailing is a beneficial marketing method because it offers strong response rates, as it is often read and trusted more often than digital ads.
Presley notes you can get extremely detailed with your mailing list, going far beyond basic demographics like income or household size.
“We can identify potential customers based on lifestyle choices — like their likelihood to decorate for holidays, their preference for DIY projects, or even the types of media they consume,” Presley says. “This depth of insight allows us to craft more relevant and effective campaigns, especially as we prepare for seasonal services like holiday lighting.”
Presley says that they use direct mail to promote specific services with their targeted promotional campaigns.
“Unlike brand awareness efforts, which might be better suited to digital or broadcast channels, direct mail works best when there’s a clear call to action — whether it’s scheduling lawn care services or booking holiday lighting installations,” she says.
Senske will partner with market research firms to pinpoint the households that have a higher likelihood of purchasing their services so their mailings reach people who are more likely to respond.
“Our conversion rate is typically less than 1%, but that number doesn’t tell the whole story,” Presley says. “Our rebrand and spend (ROAS) is much more impressive, reaching as high as $9.50 for our Emerald Lawns brand, and averaging $3.25 nationwide during our spring campaign.”
Cost and Tracking ROI
Senske conducts direct mailing campaigns three to four times a year. Presley says that cadence allows them to remain top of mind during key seasons.
“For our spring lawn care campaign, we sent out around 3 million pieces,” she says. “We have multiple brands nationwide, so the campaign size really varies by the marketplace.”
The cost of your direct mailing campaign will vary. Presley says that a standard letter in an envelope is more expensive than an oversized postcard, and plastic postcards cost more than traditional paper.
“Our volume allows us to secure favorable rates, but the largest expense remains postage,” she says. “Typically, we pay between 48 cents and $1.25 per piece.”
Presley says they measure their ROI through multiple methods including the use of QR codes and tracking phone numbers to gauge response rates.
“Additionally, we match back customer purchases to our mailing lists to determine the effectiveness of each campaign,” Presley says. “This ensures we can track and optimize our return on investment accurately.”
Tips for Success
Presley notes a common mistake is trying to fit too much information on a single mail piece.
“Direct mail works best when the message is concise and there’s ample ‘white space,’” she says. “Overloading a postcard with text can overwhelm the reader and lead them to ignore it.”
Instead, deliver one clear call to action and one offer per mailer. She says trying to promote multiple service lines or giving too many options can confuse the recipient and diminish the effectiveness of the piece.
Presley says they are consistently testing different sizes and formats of their direct mail pieces.
“Oversized pieces — like 9×12 or larger — stand out in the customer’s mailbox but often don’t hold up well in the postal system,” she says. “Our sweet spot tends to be 5.5×8.5 postcards, which are large enough to convey the necessary information while being durable enough to arrive intact.”
Senske also takes advantage of the U.S. Postal Service’s Informed Delivery, which provides digital previews of incoming mail.
“It’s a simple yet effective way to enhance the visibility of our mailers before they even hit the customer’s mailbox,” Presley says.
While direct mail is an effective marketing tool, this doesn’t mean you should abandon your digital marketing efforts. It should be part of a diversified marketing strategy.
“Digital marketing offers more flexibility since ads can be paused or adjusted in response to unexpected weather conditions,” Presley says. “If a direct mail campaign hits before homeowners are thinking about their lawns, it could miss the mark. A well-rounded mix of direct mail, digital, and other channels ensures you can reach your audience at the right time.”
