Lawn Care Company Targets Homeowners with Direct Mail Marketing Campaign to Get New Customers
Case study objective
To measure the effectiveness of Valpak’s lawn care postcard mailings in reaching potential customers for a business owner already seeing success in the Blue Envelope shared mailer.
Lawn care marketing strategy
Distribution
- Blue Envelope: Mails full market (500 million+ homes) in spring months and select zones (10,000 homes per zone) in fall months
- Postcards: Added PlusOne postcard mailers in select zones to measure performance versus and with the envelope mail pieces
Targeting
Lawn care business team supplied a list of serviceable areas to match back to Valpak zones and target the ZIP codes where a direct mail campaign would most likely generate a response.
Products
- Blue Envelope inserts with unique phone number, URL and QR code
- PlusOne postcard design with unique phone number, URL and QR code
- Digital marketing: valpak.com business listings for local SEO
Offer
Offer was the same on both mail pieces to measure response: complete lawn makeover (including aeration, fertilizer and weed control) for less than $50. This offer extended to 8 additional yearly landscaping and lawn care services (under $50 per month) including spot treatments and grub control.
Results of the case study
- 373 unique new customers acquired from Blue Envelope mailers
- 151 unique new customers acquired from PlusOne postcards
- 7 average new customers per 10,000 homes from Blue Envelope
- Double the average new customers (14) per 10,000 homes with postcards
Homes that were mailed more frequently yielded higher new customer counts and zones where both the Blue Envelope and PlusOne postcards were mailed yielded the highest new customer counts.
The results of the postcard marketing campaign confirmed the importance of frequency, format and strong offers in enabling lawn care & landscaping businesses to reach their target audiences and turn potential customers into new clients. Lawn care companies of all sizes, from small businesses to national brands can benefit from postcard mailings.
