Direct Mailers Sucks but it Works
We know that direct mail marketing feels more like the 1990s and renting a movie from Blockbuster compared to binging on Netflix, but if done correctly, direct mail marketing can grow your business. Read the entire article to see if it can help or if it will end up in the trash can next to last night’s leftovers.
It’s not about sales. It’s about Branding
70% of consumers feel that direct mail marketing feels more personal than online and can establish local trust instead of cold emails, calls, and online searches. Direct Mail Marketing isn’t just about making immediate sales. It’s about getting your postcard to be hung on someone’s fridge next to Diana and Tom’s wedding announcement. Eventually, that card will lead to your name and number in their phone.
It’s about making sure that when a homeowner finally decides, “Hey, I need to get my roof fixed,” your name is the first one that pops into their head. Think of direct mail as a way to plant seeds. Maybe someone doesn’t need your services right now, but when they do, they’ll remember that funny postcard you sent about a dripping faucet or a leaky roof.
Case Study: Keeping up with Jones’ Tactic
Use direct mail to highlight your expertise and reliability. A postcard showcasing your best remodels with a line like “Your Neighbors Just Upgraded. Ready to Keep Up?” helps keep your brand in their minds, even if they’re not currently in the market for a renovation. When they are ready, they’ll think of you. We did this for Global Gutters, and it spawned three new clients in a month as the neighbors called the past customers and asked them about how they were and the costs. The $2,000 investment led to over $10,000 in gutter services.
Why Direct Mail Seems like a Waste
Stop selling and think like a homeowner for a minute. You come home, and there it is—the mailbox stuffed with coupons, flyers, and some postcards with a picture of sparkling clean gutters. It’s not exactly a treasure chest, right? Most of us don’t think twice before tossing those mailers. That’s why direct mail can feel like tossing money into the wind—hoping that maybe, just maybe, someone will catch it before it blows away.
Why It Often Doesn't Work for You, The Gutter Guy
You create the perfect postcard—clogged gutters on the left, pristine gutters on the right—but there’s a big chance that the average person sees it as just another piece of spammy, unwanted junk. I mean, let’s be honest: you’re battling with dancing cats and the latest viral TikTok craze.
But here’s the twist: Direct Mail Isn’t Dead—it just needs to be done right. Stick with us, because we’re about to explain why, when done smartly, direct mail marketing can be the secret weapon your business needs.
What's the ROI for Direct Mail
Let’s talk about how much direct mail costs. It can run around 30 to 50 cents per piece for basic postcards when ordered in bulk. Want something fancy? Sure, you’ll spend more. But here’s the key: the average return on investment for direct mail is between 29-37%, according to NerdWallet. If you do it right, those pennies spent can turn into hundreds or thousands of dollars in sales.
Let’s say you run a construction company and want to generate more custom pool revenues. If you spent $2,000 and got one new pool job for $25,000 to $100,000, that’s an insane ROI.
Funny Pool Construction Direct Mail Example
Public pools are gross; build your own. No swimming lessons included.
Direct Mail for Expensive Services
If you sell services ranging from $2,000 to $20,000, always put the $20,000 offering on the mailer. If you spent $1,000 on local mailers and got one client for $15,000 or more, you just made $14,000 or more gross profit off the campaign. If you market the small services you have to get 7-10 clients and your overall profit margins are less because of gas and personnel. Always lead with the bigger sales and mention in the mailer and more services, call for a free estimate.
This way if they want a smaller service you can win it too, but the majority of calls will be bigger deals. You can win big deals unless that’s your primary focus. Think small, earn small, think big, and dominate markets and profitability.
Home Mailers: Breaking and Entering without the Felony
Home mailers are a way to grab your customer's attention directly—if you do it well. Whether you're unclogging toilets or sprucing up an HVAC unit, a personalized, funny, or valuable mailer can catch your attention and make the recipient think twice before tossing it. You may even end up on the old fridge next to Diana and Tom’s wedding; save the date!
Funny Plumber Direct Mail Example
Instead of the usual flyer, how about a postcard that says, “No One Likes a Drip (Unless It's Your Faucet).” It’s witty, and if they’ve got a drip driving them nuts, they’ll hang onto that postcard rather than trash it.
Direct Mail: Old School but Cool
Sure, direct mail is old-school, but it can work—if you do it right. Why? Because it’s real. It doesn’t require someone to click “open” or dig through an inbox. And let’s face it—when’s the last time someone was excited about another email about extending their car's warranty?
According to PostcardMania, direct mail has an average open rate of 90%. Yes, ninety percent. Compare that to email marketing, where you’re lucky to see a 20% open rate. Direct mail stands out because it’s tangible.
Funny HVAC Direct Mail Example
Send a mailer with a headline like: “Are you Sweating Inside Your Home?” We offer new HVAC systems at a discounted rate until June 30th and annual maintenance and repair plans. Call us today.
How Direct Mail Fits In With Digital: The Hybrid Approach
Now, we know what you're thinking: it’s 2024. Shouldn’t we be all digital by now? Well, here’s the thing—direct mail and digital aren’t rivals, they’re partners. Send a postcard with a QR code that leads to your website, and suddenly you’re bridging the gap between offline and online marketing. The postcard gets attention, and the QR code gets them online, exploring your services. Additionally, when they visit your website directly it helps build your website’s SEO rankings: two birds, one click.
The Bottom Line: From Trash to Treasure
Direct mail marketing isn’t perfect, and a lot of it will end up in the trash. But that doesn’t mean it’s a waste. The right kind of mailer—one that’s funny, personal, and provides value—will make its way onto fridges and desks, can ultimately lead to bookings. And for local businesses like roofers, plumbers, gutters, construction, and landscapers, that kind of brand visibility is priceless.
So don’t just send a postcard—send one worth keeping. Make them laugh, give them value, and show your neighbors why you’re the best roofer, plumber, or gutter guy in town. After all, unlike an email, nobody can just click “unsubscribe” on your postcard. Now go out there and
own that mailbox!
