Direct Mail: testing and research make us different

Through years of testing and re-testing minute details of lawn care direct mail, the Yes Marketing team has developed consistently successful direct mail programs. Generally, we develop lawn care self mailers and post cards for distribution twice a year, although a few mailing programs (i.e. New Homeowners) have proven to be successful year round in a few markets. The timing of these mailings is a critical factor, as is the offer you extend to the consumer. Another very important part of your direct mail formula for success is the list of names and addresses you target to receive your mailings.

Our HOT List™ technology is based on a regression model that includes 28 variables that we have determined through extensive research to be very predictive of who buys lawn care services. This model allows us to focus on those households that meet specific requirements that indicate these homeowners are most likely to purchase your services. The Yes Marketing HOT List™ is one tool that makes us unique among other marketing companies and unique to the lawn care industry.

Direct Mail

Direct mail has been the most consistent lawn care marketing tool for generating quality leads of high-income homeowners for years. Yes, it’s true that many catalog and direct mail shoppers who used to mail or phone in orders from direct mail offers now shop on line - thus the importance of your web site. But in most cases, it’s the direct mail campaign that sends these consumers to their computers. Not only does direct mail put your sales message into targeted homes, the sales generated from your mailers are more likely to remain long-term customers. Direct mail is expensive. However, it is the best way to target that specific market segment that is most likely to buy your lawn care services.

Our standard spring / fall lawn mailer is typically about 5.5" x 17.8" that folds down to 5.5" x 7.25". It has an attached Business Reply Card that prospects can return, an area for program descriptions, an area for a special offer (aeration / tree & shrub, etc.) and an area for a lawn care sales message designed to sell your business as a local, professional lawn care business.

All of the black type can be completely customized to fit your business. Changing color items (photos, graphics) on the standard lawn mailer is an option at extra cost. We can also customize a 4-color brochure specifically for your company. Call us for quotes. Prices vary depending on photographs selected and work involved. We do not use the same mailer in close or over-lapping geographic service areas. In fact, we try to avoid this situation altogether by only accepting one client per area.

On the mailer we provide a tested sales message that you can customize or you may re-write, or completely replace this copy with your own message if you so choose. However, we would recommend that for your first step into direct mail that you trust us to provide a proven lawn sales message that has been tested in hundreds of markets across the country for over 20 years.

Typical response rates vary depending on the established reputation of your company, the number of years in business and any economic factors that might be effecting sales in your geographic area. Overall, response rates usually fall in the range 0.4 — 1.2% with a closing rate of about 45 - 50%.

NOTE: These figures are averages and your rates may be different based on your specific geography, your specific offer, and the sales message you present to your prospects.

Read an overview of the steps involved in participating in a direct mail campaign