Running a home service business isn’t easy. Whether you’re a landscaper, HVAC tech, roofer, or general contractor, you’re likely wearing a dozen hats. When it comes to marketing, it’s common to feel overwhelmed. Without a full-time marketer on your team and every dollar counting, you want to get things right without wasting time or money.
The good news? Direct mail doesn’t have to be complicated or intimidating. In fact, when done right, it’s one of the most cost-effective, local-friendly ways to grow your business. This step-by-step guide will walk you through how to launch a direct mail campaign with confidence, even if this is your first time.
Step 1: Decide the Best Direct Mail Option for You
There are two main types of direct mail campaigns:
- Personalized (Addressed) Mail
You mail postcards directly to individuals on a specific mailing list—complete with names and addresses.
- EDDM (Every Door Direct Mail)
You target entire neighborhoods or areas, delivering your postcard to every household along a chosen postal route. No names, no addresses needed.
Which one is right for you?
For many local home service providers, EDDM is the best starting point. It’s affordable, simple, and effective for reaching nearby homeowners. You can mail to entire neighborhoods without purchasing a list or paying for traditional postage. It’s a great way to saturate your service area with minimal effort and maximum exposure.
If you’re running highly targeted campaigns or have a list of past clients, personalized mail may be a better fit, but EDDM is ideal for broad local outreach.
Step 2: Decide Who You Want to Mail To
Who is your target audience?
Knowing who you’re trying to reach is essential. You don’t want to waste your marketing budget reaching people who are unlikely to need your services.
Here’s how to find your audience:
- Analyze Your Current Customers
Who hires you? Are they mostly homeowners? What age group? Income range? Zip codes?
- Think About What You Offer
Do you solve seasonal problems? Is your service more likely to appeal to new homeowners or retirees?
- Check Out the Competition
Who are they targeting? Is there a local niche they’re missing?
- Do a Little Research
Surveys, customer reviews, and Google Analytics can give you big insights into who’s engaging with your business.
Check out these helpful articles for more info:
What Does Audience Targeting Really Mean?
Identifying Your Target Audience: A Beginner’s Guide
For Personalized Mail: You can create your own mailing list or purchase one based on filters like homeowner status, income, age, and more.
For EDDM: Use mapping tools like Mapfire to select USPS routes that match your ideal demographic. Filter by household income, age, homeownership status, and other key traits to ensure your message hits the right homes.
Step 3: Decide How Many Postcards You Want to Send
Postcard pricing is based on volume. The more you send, the cheaper each postcard becomes.
So how many should you send?
- Start with a radius around your business or job site.
- Test 1,000–5,000 postcards for your first campaign, depending on budget.
- Repeat your mailing over time. Repetition builds familiarity and trust—which is key for winning business.
Remember: a single mailing is good. But consistent mailings over a few months? That’s where the real traction happens.
Step 4: Design Your Mailer
This is where things get fun—and where your postcard can truly shine.
Your mailer must include:
✅ A bold, clear offer (e.g. “$50 off first service”)
✅ A strong CTA (e.g. “Call now for a free estimate”)
✅ Easy-to-find contact info (phone, website, email)
✅ A tracking mechanism (QR code, unique phone number, special promo code)
Home Service Pro? Taradel offers free EDDM postcard templates designed just for you. These templates are:
- USPS-compliant
- Free to customize
- Guaranteed to print with optimal results
- Professionally designed with your industry in mind
They include all the essentials—so you don’t have to worry about layout, size, or formatting errors. Just plug in your info and get ready to print.
Step 5: Print, Mail, Done! (Seriously, That’s It)
With EDDM All-Inclusive or Personalized Mail through Taradel, once your design is ready—we handle the rest. Printing, bundling, addressing, paperwork, delivery—it’s all done for you. That means less stress and more time for jobs and estimates.
But if you’re looking to save a few bucks and don’t mind a little DIY, there’s also EDDM Retail. With this option, you’ll take on a few extra tasks:
- Print your postcards
- Bundle them in stacks of 50
- Fill out USPS paperwork
- Drop them off at the local post office
Need help with that? Here’s a full step-by-step EDDM Retail guide to walk you through the process.
Final Thoughts
Marketing your home service business doesn’t have to be overwhelming. With the right tools and a clear plan, direct mail is one of the easiest, most effective ways to get in front of homeowners in your area.
So whether you’re just starting out or looking to scale your outreach, this strategy is proven, approachable, and ready to work as hard as you do.
Ready to get started?
Use Taradel’s free tools to launch your first EDDM campaign today. No pressure. No commitment. Just real results, right in your neighborhood.
