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.

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!