Direct Mail for Plumbers: Getting on the Fridge Before the Emergency
Most plumbing calls are emergencies, and people call the number they can find fastest. Direct mail works for plumbers when it gets your number onto the fridge before the emergency: a sturdy postcard designed to be kept, door hangers on the neighbors' doors after every job, and regular EDDM mailings to the areas you serve.
1. A "keep this card" postcard
Design the card to be saved, not just read:
- Your phone number as large as the headline, with "24/7 emergency service" if you offer it
- A "Keep this card: what to do if a pipe bursts" panel, such as where to find the main water shut-off valve
- Your license number, service area and a clear photo of you or your truck
- One offer, such as "$50 off any repair" or "Free water heater check"
A 6″ × 11″ EDDM postcard fits all of this. 5,000 cost $639 and 10,000 cost $799 to print, on thick 16pt card that survives months on a fridge.
2. Door hangers after every job
When you finish a job, hang a door hanger on the five to ten houses on each side and across the street: "We just fixed a plumbing problem at your neighbor's house." Neighbors share the same age of pipes and water heaters, so problems cluster. Door hangers need no postage. 2,500 3.5″ × 8.5″ door hangers cost $327.20.
3. EDDM to your best neighborhoods
Older homes need more plumbing work. On the USPS EDDM map, choose routes with older housing and higher home ownership near your shop to keep drive times short. Mail the same routes every month or two so your card is the one on the fridge when the water heater fails. Read how to choose EDDM carrier routes.
4. Seasonal messages
- Fall: water heater flush and inspection
- Before the first freeze: "Protect your pipes" tips and outdoor faucet covers
- Spring: sump pump checks and sewer line camera inspections
5. Business cards on every invoice
Leave two business cards with every customer, one to keep and one to give to a friend. 2,500 cards cost $69.
What a plumbing mailing costs
Enter your household count into the EDDM cost calculator for printing, shipping and postage, then use the break-even calculator. With an average repair worth a few hundred dollars and a water heater replacement worth much more, a mailing usually needs only a handful of jobs to pay for itself.
See more ideas on our plumbers page, or call 512-573-1977 and we will plan your first mailing with you.
