A lawn care company already succeeding in Valpak’s envelope added postcards to its mix. Here’s what happened.
The short answer
Adding PlusOne postcards to an existing Valpak envelope campaign doubled a lawn care company’s new customer rate, from 7 to 14 new customers per 10,000 homes. The neighborhoods that got both mail pieces produced the most new customers of all.
At a glance
| Industry | Lawn care and landscaping |
| Starting point | Already seeing results from the Valpak envelope |
| Question | Would postcards add new customers, or just reach the same ones? |
| Products | Valpak envelope inserts, PlusOne postcards, valpak.com business listing |
| Result | 2x new customers per 10,000 homes with postcards |
Why lawn care companies need more than one touchpoint
Lawn care is a big market with a lot of competition. IBISWorld puts U.S. landscaping services at $188.8 billion in 2025, with 556,238 businesses operating in 2026. When a homeowner decides it’s time to deal with weeds or bare patches, dozens of companies may be competing for that one job.
That makes timing everything. Homeowners don’t shop for lawn care year-round. They decide in bursts, usually when spring green-up starts or when fall overseeding comes around. The business that’s in the mailbox at that moment gets the call.
The objective
This lawn care company was already getting customers from the Valpak envelope. The goal was to find out if Valpak’s lawn care postcards could reach additional prospects, and how postcards performed alone and alongside the envelope.
The strategy
Distribution. Mails the full market during spring and select zones of 10,000 homes each during fall. PlusOne postcards were added in select zones so the team could compare results for postcards alone, the envelope alone, and both together.
Targeting. The company supplied a list of its serviceable areas. Valpak matched those to its mailing zones, then targeted the ZIP codes most likely to respond. No mail went to homes the crews couldn’t reach.
Tracking. Each mail piece carried its own phone number, URL and QR code. That way, every new customer could be traced back to the piece that brought them in. A valpak.com business listing supported local search visibility.
The offer. Both mail pieces used the same offer, so the format was the only variable. The deal was a complete lawn makeover (aeration, fertilizer and weed control) for under $50. It also included 8 more yearly services, such as spot treatments and grub control, for under $50 a month.
That structure matters. A low entry price gets the first yes. The monthly program turns a one-time customer into recurring revenue.
The results
- 373 unique new customers from Valpak envelope mailers
- 151 unique new customers from PlusOne postcards
- 7 new customers per 10,000 homes, on average, from the envelope
- 14 new customers per 10,000 homes, on average, from postcards, which is double the envelope’s rate
Two patterns stood out. Homes that were mailed more often produced more new customers. And zones that got both the Valpak envelope and a postcard delivered the highest new customer counts in the campaign.
What drove the results
Frequency. Lawn care decisions are seasonal. Repeat mailings meant the company was in the mailbox whenever a homeowner was ready to act, not just the one week they happened to look.
Format. Postcards need no opening, so the offer is seen right away. The Valpak envelope brings a highly engaged audience. Valpak’s April 2026 Readership Study found that 94% of households open and look through their envelope, and 73% of those look through most of the offers inside. Together, the two formats covered both the quick glance and the deliberate browse.
Offer. Under $50 for a full makeover took most of the risk out of trying a new provider. Keeping the offer the same on both pieces also produced clean, comparable data.
What this means for your lawn care business
You don’t have to pick between shared mail and postcards. This campaign showed that the formats add to each other rather than compete. If the Valpak envelope is already working, adding postcards in your best zones is a proven next step. If you’re starting from scratch, lead with a strong entry offer, mail your service area repeatedly during peak season, and track every piece separately so you know which one earns its spot.
This approach scales. A single-truck operation can mail a few zones around its routes, and a regional brand can cover entire markets.
Frequently asked questions
Does postcard advertising work for lawn care companies?
Yes. In this Valpak case study, PlusOne postcards produced 14 new customers per 10,000 homes, twice the rate of the envelope alone. Neighborhoods that got both formats produced the most new customers.
What is a good direct mail offer for lawn care?
A low entry price paired with an ongoing program works well. This company offered a full lawn makeover for under $50, plus 8 additional yearly services for under $50 a month. That combination won the first job and set up recurring revenue.
How often should a lawn care business send direct mail?
More often than most owners expect. In this campaign, homes mailed more frequently produced more new customers. Lawn care demand peaks in spring and fall, so repeat mailings during those windows keep your business in front of homeowners when they’re ready to buy.
How do you track direct mail results for lawn care?
Put a unique phone number, URL and QR code on each mail piece. This company did that so every new customer could be tied to the piece that brought them in.
Should I use shared mail or postcards for my lawn care business?
Both, if your budget allows. Shared mail like the Valpak envelope reaches a large, engaged audience at a low cost per home. Postcards deliver your offer without competition inside the same envelope. In this case study, the combination beat either one alone.
Ready to grow your lawn care business?
Contact your local Valpak representative to map your service area, build your offer and see what postcards and the Blue Envelope can do in your neighborhoods.
Sources
- Valpak® Readership Study, April 2026. 94% of households open and look through their Valpak envelope, and of those who open it, 73% look through most of the offers inside. The study surveyed 818 consumers for a ±3.36% margin of error at the 95% confidence level. https://www.valpak.com/advertise/blog/2026-direct-mail-statistics-valpak-survey-results
- IBISWorld, Landscaping Services in the US Market Size Statistics. The market was $188.8bn in 2025. https://www.ibisworld.com/united-states/market-size/landscaping-services/1497/ IBISWorld
- IBISWorld, Landscaping Services in the US Number of Businesses Statistics. There were 556,238 landscaping services businesses as of 2026. https://www.ibisworld.com/united-states/number-of-businesses/landscaping-services/1497/ IBISWorld
