An easy guide to direct mail for home services businesses

Digital marketing is exciting. From Instagram ads to Google search results, the internet offers businesses many powerful ways to reach new customers—no matter how small or specific the market. But does that mean the old ways of advertising are completely outdated?

Direct mail marketing, for example, is still going strong. While it may seem old-fashioned, it continues to bring in great results for many companies. In simple terms, direct mail marketing means sending physical mail—like postcards, letters, or flyers—directly to people’s homes.

You might be surprised to learn that in 2021, companies spent $41.9 billion on direct mail marketing. And that number was expected to grow by 3.5% in 2022.

So why is this traditional method still working? Let’s explore why direct mail is still effective and how you can make it work for your business.

People Still Enjoy Getting Physical Mail

Even in the age of email and text messages, many people still like getting real mail. In fact, 41% of Americans say they look forward to checking their mail every day. That moment of opening a letter or postcard feels personal—and businesses can use that feeling to connect with customers in a meaningful way.

Direct mail also gets results. The average customer response rate for direct mail is about 9%. That’s much higher than email or social media, which usually only get about a 1% response rate. So if you’re trying to grab attention and get a reaction, direct mail is a strong choice.

How to Plan a Direct Mail Campaign That Works

Like any other type of marketing, direct mail works best when it’s planned out properly. You don’t need to spend weeks getting ready, but even 30 minutes of planning can go a long way. Here are the key steps to think about:

1. Set a Clear Goal

Start by asking yourself what you want to achieve. A clear goal will guide your entire campaign, from what you send to who you send it to.

Here are a few goal ideas:

• Let more people know about your business (build brand awareness)
• Get 75 new customers
• Make $5,000 or more from your mail campaign
• Remind 50 existing customers to schedule a service or check-up
  

A specific goal is best, but even a simple one is better than none at all.

2. Decide on a Budget

Once you know your goal, you can figure out how much money you’ll need to make it happen. Or, if you already have a set budget, you can plan what’s possible with it.

Here are some basic costs to expect:

• Mailing list: $40–$300 per 1,000 addresses (if you’re buying a list of potential customers)
• Design: $100–$200 per postcard, letter, or folded mailer (if you’re hiring a designer)
• Printing: $0.32–$0.45 per piece
• Mailing: $0.19–$0.50 per piece, depending on size and quantity

If you want to test out what your budget can cover, the USPS “Explore My Budget” tool is very helpful. For example, with around $4,000, you could create and send about 8,000 postcards, including the cost of a mailing list.

3. Choose the Right People to Mail

Now that you know your goals and budget, it’s time to decide who should get your mail. There are three main options:

a. Buy a Mailing List

If you want to reach people who don’t know your business yet, a purchased list is a good way to get started. You can narrow it down to specific types of people, like homeowners or certain income levels.

b. Use USPS Every Door Direct Mail

This is a free tool from USPS that helps you reach every home on a certain mail route. You can choose neighborhoods based on things like average age, household size, and income.

c. Use Your Own List

Already have customer addresses? That’s perfect! Mailing to current customers is a smart way to stay top-of-mind, promote offers, or get repeat business. And since you already have their info, there’s no extra cost.

4. Create a Strong Message or Offer

A great message is key to getting results from your direct mail. Here’s how to make your message count:

• Be timely and helpful: For example, if you’re a lawn care company, send a mailer in early spring with tips for keeping grass healthy and a discount on seasonal services.
• Include an offer: People love a good deal. In fact, 83% of shoppers say coupons or discounts affect where and how they shop. Got a special offer that worked well in the past? Use it again here!

Design Something That Grabs Attention

Once you have your goal, message, and audience, it’s time to create your mail piece. You want something that will catch people’s eye and be easy to understand.

Common Types of Direct Mail

There are three popular styles that most businesses use:

• Postcards: Simple and easy to read. Postcards are great for offers like “10% off your next service” or “Free quote!”
• Letters in envelopes: These feel more personal. You can use them to introduce your business, give some helpful tips, and include a special coupon.
• Self-mailers: These are folded pieces that don’t need an envelope. They give you more space than a postcard, but still cost less to mail than a letter.
  Design Tips That Make a Difference

You don’t need to be a design expert to create something great. Just keep these simple rules in mind:

• Keep it simple: Don’t overload your design with too much text or too many pictures. Leave some empty space so your message stands out.
• Have a clear call to action: Tell people exactly what to do next. For example: “Call today for your free estimate!” or “Visit our website to book an appointment.”
• Use real photos when possible: Show off your actual work or products. Photos from your real business are more powerful and trustworthy than stock photos from the internet.

Final Thoughts

Direct mail marketing is far from outdated. When done right, it can grab attention, build trust, and bring in real results—especially when paired with your digital efforts. People still enjoy opening their mail, and your business has a chance to be part of that daily moment.

So whether you’re trying to reach new customers or reconnect with old ones, a smart, well-designed piece of mail might be just what you need.