Direct Mail: testing makes us different

Through years of testing and re-testing minute details of lawn care direct mail, the Yes Marketing team has developed a consistently successful direct mail lawn piece. We prepare these lawn care self mailers for distribution twice a year. The exact timing that these pieces enter the mail stream is a critical factor, as is the offer you extend to the consumer. The third part of the success formula are the names you target to receive the lawn care mailer.

Our HOT List™ technology is based on a regression model that includes 28 variables arrived at through exhaustive 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 more likely to purchase your lawn care 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 is our consistent lawn care marketing tool for generating quality leads of high-income homeowners. Not only does direct mail put your sales message into targeted homes, the sales generated from our lawn care specific 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 is not an option using the standard lawn mailer. However, we can 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

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