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The Situation

Guy Thomas started his pool service business, Angel’s Pool Services, in 1985 right after leaving active duty in the United States Marine Corps. Currently, his team operates 4 service vehicles and covers 8 northern Maryland counties. Their office is located in Reisterstown, Maryland.

They needed a way to remind their current customer base about their pool services year-round, so they came to PostcardMania for marketing assistance.

The Solution

They decided on a direct mail campaign that targeted a mailing list of their current clients.

Angel’s Pool Service’s postcard design included:

  • A headline that immediately communicates that it’s time to get their pool ready for the spring and summer months
  • A central image of a happy family that reinforces their central message
  • An offer for a pre-season discount of 10% off their opening services

A huge contributing factor for this campaign’s success was its timing. Since they focused the campaign on their pool opening service, they sent out a single mailing at the end of March. This is right when people in Maryland start thinking about using their pools. This particular campaign included 2,616 postcards and they were sent out in a single mailing.

As a result, Angel’s Pool Services received approximately 800 responses, converted around 75%, and generated between $350,000 and $500,000 in revenue. This campaign cost them $1,320, so their return on investment (ROI) was incredible and amounted to over 26,415%.

Afterwards, Angel’s Pool Services continued their direct mail campaigns and did another mailing the following year around the same time. This time they mailed out 3,007 postcards, which was about 400 more cards than the last time. But it brought in even bigger results.

The Results

One mailing generated $356,250 and an ROI of 23,599%!

Angel’s Pool Services subsequent direct mail campaign brought in 1,500 responses, they converted 750 of them, and they made $356,250 in revenue! The cost of this campaign was $1,503, so that amounts to an impressive ROI of 23,599%.

Guy is super happy with the results he has been achieving with these mailers and says that about 50% of the people who receive a postcard respond, and the average revenue he typically generates off a new client is $475.  Now, he is looking forward to what the future brings and is continuing the direct mail services with PostcardMania in order to stay connected with his customer base and bring in more sales.

Interested in doing a similar campaign for your business? Call us and we will get you connected with a marketing consultant who has experience creating campaigns for other pool service contractors!

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