Postcard marketing for
Lawn Care

In this guide, we'll cover:

• Why postcards work for lawn care businesses
• What goes into a postcard marketing campaign
• Tips to increase response and effectiveness

Do you want to grow your lawn care business? Postcard marketing may just be the marketing play you're looking for.

Postcards have timelessly served the lawn care and landscaping industry for their capability to attract new customers, build trust and loyalty, and scale as you grow your business.

Postcards allow you to stand out from the competition and the digital noise.

What gives postcards their power?

There are several unique properties of postcard marketing that set it apart from other marketing strategies.

These strengths combined with a clear understanding of your target market create a powerful medium to promote your business.

The lawn care and landscaping industry is growing 4.5% per year in the US. You'll need cost-effective, scalable ways to stand out in the marketplace.

Marketing is the lifeblood of every business because it creates lead flow — which means cash flow. And that gives you the confidence to scale your operations.

A traditional marketing method like postcard marketing can offer a refreshing and memorable way to engage with your audience and communicate your value to potential customers.

But you'll need to start with a solid understanding of the lawn care market itself.

Identify the demographics — age, income level, family status — and classifications — existing customer base, new homeowners, busy professionals — that you'll be targeting.

Consider consumer behavior and motivations around lawn care service. These include seasonal trends — spring clean-up, leaf removal, winterization — and specialty services — eco-friendly, pet-friendly, frequent service.

Knowing your market will help you create more targeted and effective postcard marketing campaigns.

Postcards have advantages that make them a highly effective tool in your marketing toolbox.

Here's why postcard marketing could be a game-changer for your business…

Flexible campaign size and exact targeting help make postcards more cost-effective compared to other marketing methods.

Tangibility offers a personal touch and a physical presence that produces a more lasting impression over digital marketing.

Postcards have high delivery and open rates, guaranteeing your message will be given consideration by the recipient.

Plus, you'll find less competition in physical mailboxes.

Importantly, campaigns are trackable, allowing you to measure results, calculate ROI, and optimize campaigns.

And because consumers often hang on to postcards, you have the benefit of quick response as well as lasting impact.

When a postcard arrives in the mail, its first job is to grab attention. The design and copywriting elements are the only interface you have to get your message across.

Design elements include layout, color, fonts, images and branding.

Headlines and additional text, including a clear value proposition, provide the persuasive argument for the recipient to take action.

Be sure to include essential information such as details about services, contact information, promotions.

Most importantly, deliver a clear call to action for exactly what next step you want your recipient to take.

The goal of targeting and segmentation is to increase the relevance and therefore effectiveness of your campaigns.

Types of segmentation include demographic, behavioral, or geographic.

Once you have selected your target audience, you can customize the message, design, and unique value proposition to that specific target audience segment.

You can begin to do more advanced targeting by improving data collection among your leads and customers, asking for customer feedback, and performing A/B testing.

More focus in your campaigns increases the likelihood of engagement and conversion.

By meeting specific needs and preferences of different customer segments, you'll also be able to attract customers that are a better fit for your services.

The result is more personalized and more compelling marketing that translates to happier customers.

Distribution also plays a role in producing a high-performance postcard marketing campaign.

Direct mail gives you the opportunity for targeting and personalization by using curated mailing lists.

Every Door Direct Mail (EDDM) service is limited to geographic targeting and does not allow for personalization but is a fast and less expensive delivery method.

Keep timing and frequency in mind when planning campaign distribution. Well-timed seasonal messages, consistency, and follow-up can dramatically improve response.

Postcard marketing can be used to build a performant and reliable marketing machine.

Establish clear goals and key performance indicators (KPIs). These may include customer acquisition, conversion rates, and return on investment.

Implement a tracking mechanism such as promo codes, QR codes, dedicated phone numbers or custom landing pages.

By continuously tracking and measuring results you can refine and optimize future campaigns and compound future returns.