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Direct Mail & EDDM for Tree Service Contractors

November 14, 20237 min read

Direct Mail Through EDDM For Tree Service Companies

Creating an effective Direct Mail advertising campaign for tree service companies involves several key steps, each designed to capture the attention of local homeowners who may be in need of tree services.

Customizing your direct mailer for the tree service industry is essential to stand out and capture the attention of potential customers. Here's how to tailor your EDDM campaign for the best results:

Understand Your Service Strengths

Identify what makes your tree service service unique. Do you offer 24/7 emergency services, or perhaps you specialize in emergency or hazardous tree removals? Highlighting these unique selling points (USPs) can set you apart from competitors.

Attractive Design

A visually compelling design is crucial. Consider including:

  • High-quality images of your team at work or before-and-after shots of jobs well done.

  • A color scheme that aligns with your branding for immediate recognition.

  • Clear, readable fonts and a clean layout that directs the eye to key information.

Personalize Your Message

Personalization can significantly increase engagement. Use localized language or refer to common tree service issues in the specific neighborhoods you're targeting. This can create a sense of familiarity and trust.

Offer Incentives

Discounts, free inspections, or limited-time offers can motivate potential customers to take action. Ensure these offers are prominently displayed and easy to understand.

Use Testimonials

Include a few customer testimonials to build credibility. Real stories from local residents who have benefited from your services can be very persuasive.

Clear Call-to-Action (CTA)

Your CTA should be direct and compelling. Use action-oriented language like "Call Now," "Schedule a Free Inspection," or "Get 10% Off Your First Service."

Educational Content

Provide helpful information, such as tips for maintaining trees or signs of potential issues. This can demonstrate expertise and add value to your mailer.

Contact Information

Make it as easy as possible for potential customers to reach you. Include your phone number, email, website, and social media profiles. Consider a QR code that links directly to your contact page or a special offer.

Legibility and Clarity

Ensure that your mailer is easy to read at a glance. Homeowners often sort through their mail quickly, so your key points should be immediately clear.

Compliance with USPS EDDM Requirements

Work with your provider to ensure that your mailer meets all EDDM size and labeling requirements to avoid any delivery issues.

Tracking Mechanism

Include a way to track the mailer’s success, such as a unique promo code or a dedicated phone line. This will help you measure the campaign's effectiveness and calculate your return on investment (ROI).

By focusing on these customization elements, your direct mail campaign for your tree service business will not only reach the right homes but also resonate with the homeowners, increasing the likelihood of converting them into customers.

Step 1: Identify Your Target Audience

Before you begin, you need to define who your mail will be sent to. For tree service contractors, this usually means targeting local homeowners. Consider factors like:

  1. Geographic location (neighborhoods within a specific radius from your business)

  2. Homeowner demographics (age, income level, type of housing)

  3. History of purchasing home services

Step 2: Develop Your Mailing List

Once you know who you're targeting, acquire or build a mailing list. You can purchase lists from providers or use local directories to compile your own. Ensure that your list is up-to-date to avoid wasted efforts.

Step 3: Design Your Mail Piece

The design of your mail piece is critical. It should be visually appealing and include:

  • Your business logo and contact information

  • A clear, compelling headline

  • A list of services you offer

  • Testimonials or accreditations to build trust

  • A strong call-to-action (CTA), like a discount or a free consultation offer

Use a free tool that is easy to use like https://canva.com.

1) Go to Create New Design

2) Select Direct Mail Template

3) Find a Template or Customize One Of Your Own

Step 4: Craft Your Message

Your message should be concise and easy to understand. Focus on the benefits of your service, such as reliability, affordability, and expertise. Use language that addresses common tree service issues and how you can solve them.

Step 5: Choose the Type of Mail

There are different types of direct mail, such as postcards, letters, or flyers. Postcards are often effective for tree service businesses as they are less likely to be unopened and can be visually impactful.

Step 6: Print and Prepare Your Mail

Work with a professional printer to ensure high quality. Then, prepare your mail according to postal regulations. This might include sorting and bundling, adding postal barcodes, and ensuring proper postage.

Step 7: Time Your Campaign

Timing is important. Consider sending your mail just before high-demand seasons, like before winter when pipes are prone to freeze.

Step 8: Track Responses and Follow-Up

Include a way to track responses, such as a dedicated phone number, QR code, or unique offer code. Follow up with respondents promptly to maximize conversion rates.

Step 9: Analyze and Adjust

After the campaign, analyze the results. Look at the response rate, conversion rate, and return on investment. Use this data to make adjustments for future campaigns.

Step 10: Maintain and Update Your List

Keep your mailing list updated with new information and remove unresponsive addresses to maintain efficiency in future mailings.

By following these steps, tree service businesses can create a Direct Mail campaign that reaches local homeowners effectively, highlighting the value of their services and encouraging them to get in touch when they need tree service assistance.

Understanding EDDM

EDDM is designed for businesses looking to promote their services to every house in specific neighborhoods. It’s ideal for local businesses like tree service because it targets customers geographically and demographically.

Steps to Find an EDDM Provider:

Step 1: USPS EDDM Online Tool

The USPS has an online EDDM tool that allows you to:

  • Select mailing routes using a map or by city, zip code, or specific addresses.

  • Filter the audience based on demographics like age, household size, and income level.

Step 2: Third-Party Vendors

There are many third-party vendors that specialize in EDDM campaigns. They can handle everything from designing and printing to bundling and delivering your mailers to the USPS. You can find these vendors by:

  • Searching online for "EDDM service providers" or "EDDM full-service companies."

  • Asking for recommendations from other local businesses that have used EDDM.

  • Looking for vendors who are official USPS EDDM partners, which can often be found on the USPS website.

Step 3: Compare Services and Costs

When you have a list of potential providers, compare their services and prices. Consider:

  • Design services: Do they offer design help? What are the costs?

  • Print quality: What printing options do they offer? Are there samples you can see?

  • Bundling and processing: Do they handle the bundling according to USPS guidelines? What are the fees?

  • Delivery to USPS: Will they deliver your mailers to the post office, or do you need to do this yourself?

  • Customer service: Is there support available to help you through the process?

Step 4: Read Reviews and Testimonials

Look for reviews and testimonials about the providers you are considering. These can give you insight into the provider’s reliability and quality of service.

Step 5: Contact Providers

Reach out to your shortlisted providers. Discuss your needs and ask for quotes. It's also a good time to ask any questions you have about the process and to gauge their customer service.

Step 6: Decision Time

Based on the information gathered, decide on the provider that offers the best balance of cost, service, and reliability.

Step 7: Work on Your Campaign

Once you've chosen a provider, work closely with them to design your mailer, select your routes, and plan the timing of your EDDM campaign.

Step 8: Monitor Results

After your mailers are sent out, monitor the responses you receive. Some EDDM providers offer tracking tools to help you understand the effectiveness of your campaign.

Remember, the key to a successful EDDM campaign is not just the provider, but also how well you target your audience, the message you send, and the timing of your mailing. A good provider should guide you through these components to maximize the impact of your Direct Mail campaign.

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Jason Gee

Jason Gee has extensive experience in web design, small business marketing and paid media for home service businesses.

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