> ## Documentation Index
> Fetch the complete documentation index at: https://help.avoca.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Targeting your existing customers: Campaigns for your customers + members

> Six direct mail campaigns for the customers and members you already have.

Your existing customers already know you. These six campaigns are the best place to start. For how to build one, see [Create a direct mail campaign](https://help.avoca.ai/outbound/direct-mail/create-campaign.md).

## Cross-sell promo

**Why it works:** A customer who just trusted the company enough to pay for one major job (an HVAC replacement, say) has already cleared the hardest part of the sales process, trust. Offering them a promo on an adjacent trade (plumbing, electrical) while that trust is fresh converts far better than a cold pitch, because the company isn't a stranger asking for a second job, it's already proven itself on the first one.

**When to mail:** Mail customers whose install or replacement was completed in the last 30-90 days, and offer the complementary trade (HVAC customer gets a plumbing offer, or vice versa).

![Front of a cross-sell mailer thanking a customer for a recent install and offering money off a plumbing inspection](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/cross-sell-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=84f141fd4deb55c57f9ee8187b8ed262)

Front

![Back of a cross-sell mailer explaining the offer, with a phone number and booking call to action](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/cross-sell-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=a370aa2831bc41a7d2102d1c9b99e029)

Back

* **Offer:** \$\[X] off an inspection or install estimate for the complementary trade, book by \[date] (3-4 weeks out)
* **Seasonal hook:** tie to a known failure pattern of the complementary equipment if one exists (e.g. water heaters failing in winter); otherwise frame as "you just invested in your home, here's what's next"
* **Audience:** Customers who completed a \[primary install/replacement] job in the last 30-90 days, segmented by trade pairing (HVAC to plumbing, electrical to HVAC, etc.)
* **Front/back split:** front hero's the specific tie-in ("Since you just upgraded your AC, here's \$\[X] off your next plumbing inspection"); back explains the offer and gives the CTA
* **Styling:** reads like a personal thank-you and next step, not a generic ad; reference their actual recent job directly; warm but still branded
* **Tone:** appreciative, consultative, not pushy
* **Sequence:** 3-6 touches over several weeks if no response
* **CTA:** call \[phone] or book an estimate online

## Seasonal tune-up reminder

**Why it works:** Homeowners already start thinking about their AC or furnace as the season turns, so this mailer isn't creating demand, it's capturing demand that already exists. Arriving a few weeks ahead of that moment means the company is the first call they think of instead of a competitor who mailed later.

**When to mail:** Mail 4-6 weeks ahead of peak season, aimed at customers overdue for maintenance.

![Front of a seasonal tune-up mailer with the inspection price and deadline in large type](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/seasonal-tune-up-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=08707f025f1d82cc4be42dc5d2f0d838)

Front

![Back of a seasonal tune-up mailer listing what the inspection includes, with a phone number and QR code](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/seasonal-tune-up-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=da5653395036fe92555854deb56c76af)

Back

* **Offer:** \$79 full-system inspection, \[X]% off any repair found during the visit, book by \[date] (3-4 weeks out)
* **Seasonal hook:** "Before the first heat wave hits" (spring) or "Before the first cold snap" (fall), tied to the actual seasonal turn in this region
* **Audience:** Active customers overdue for maintenance (12+ months since last service), \[region]
* **Front/back split:** front hero's the dollar offer and deadline in large type; back explains what's included in the inspection and gives the CTA
* **Styling:** season-matched palette (warm orange/yellow for cooling, cool blue for heating), real technician + branded truck photo, not stock art; bold sans-serif headline, offer in a contrasting box
* **Tone:** friendly, seasonal urgency, no jargon
* **CTA:** call \[phone] or scan QR to book

## Expiring membership renewal

**Why it works:** People weigh the fear of losing something more heavily than the appeal of gaining it, so naming exactly what a member loses (priority scheduling, a repair discount, included visits) pushes harder than a generic "please renew" message. It also feels personal, since it names their specific plan and expiration date rather than a mass announcement.

**When to mail:** Mail 30-45 days before expiration, with the CTA being to book the included visit, not just "renew."

![Front of an expiring membership mailer showing the expiration date and a call to schedule the included visit](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/expiring-membership-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=4a3b65f06373adf75ad30e6757c7359f)

Front

![Back of an expiring membership mailer listing the benefits the member keeps](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/expiring-membership-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=54ea3b2461f02fb3771ed978af7d2717)

Back

* **Offer:** schedule your included annual visit before \[plan name] expires on \[date]; renew now and lock in your current rate
* **Seasonal hook:** tie the expiration push to the nearest seasonal risk ("renew before winter so your heating visit is covered")
* **Audience:** Members expiring in 30-45 days, segmented by plan tier; second-touch postcard to anyone unrenewed at 10-15 days out
* **Front/back split:** front hero's the exact expiration date and the "schedule your included visit" CTA; back lists the specific benefits this customer keeps (priority scheduling, repair discount %, included visits) by plan tier
* **Styling:** clean, document-like layout, not a hard sales piece, use the plan-tier color used in their welcome materials, small benefit icons instead of photos
* **Tone:** direct, personal, no hard sell
* **CTA:** call \[phone] or renew/schedule online at \[link/QR]

## Win-back

**Why it works:** It costs less to bring back a customer who already trusts the brand than to win over a stranger, and most lapsed customers didn't leave on bad terms, they just drifted. A direct, no-guilt invitation with a real incentive gives them a reason to come back now instead of defaulting to whoever answers the phone next time something breaks.

**When to mail:** Mail to customers with no service in 18-24 months with a direct booking offer.

![Front of a win-back mailer with a we miss you message and an offer](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/win-back-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=9aa6114db741c2b3dac71dd1f08a76df)

Front

![Back of a win-back mailer with offer details and a phone number to schedule](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/win-back-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=84095019fc406c241e0cb43fb76089d4)

Back

* **Offer:** free diagnostic or \[X]% off next service, book by \[date] (3-4 weeks out)
* **Seasonal hook:** time the mail drop to the nearest seasonal risk window (pre-summer or pre-winter) since that is when a lapsed customer is most likely to need service again
* **Audience:** No service recorded in 18-24 months, excluding anyone with a known negative reason for leaving if that's on file
* **Front/back split:** front hero's a "we miss you" message plus the offer; back carries details, what's changed/improved since their last visit if relevant, and the CTA
* **Styling:** warm and personal, a named-sender feel (from the owner or a tech, not a corporate logo wall), simple layout, no urgency gimmicks like countdown clocks
* **Tone:** warm, personal, not accusatory
* **CTA:** call \[phone] to schedule

## One-time customer to membership

**Why it works:** A customer who just paid out of pocket for a repair has that exact cost fresh in mind, so showing them what a membership would have saved lands harder than a cold pitch ever could. Making the first step a booked, covered visit instead of just a signature proves the value immediately rather than asking them to take it on faith.

**When to mail:** Show the savings math and make the CTA booking their first covered visit, not just signing up.

![Front of a mailer showing a one-time customer how much a membership would have saved on their last repair](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/one-time-to-membership-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=4ce8a79f63ac4617d09273093e03709c)

Front

![Back of a membership mailer listing plan benefits and how to book the first covered visit](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/one-time-to-membership-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=789fc25b3ee1c4274503a7416c04ee9d)

Back

* **Offer:** first month discount or waived enrollment fee, book your first covered visit by \[date] (2-3 weeks out)
* **Seasonal hook:** tie to the next seasonal visit type they'd get as a member ("your next tune-up is already covered before \[season]")
* **Audience:** Non-member customers, 7-14 days post one-time repair, using their actual repair category if available
* **Front/back split:** front hero's "you could have saved \$\[X] on your last repair, here's how" with the booking CTA; back lists plan benefits (discount %, included visits, priority scheduling) and the signup/booking CTA
* **Styling:** numbers-forward layout, a simple before/after cost comparison graphic rather than lifestyle photography, clean and credible over flashy
* **Tone:** helpful, numbers-forward, no pressure
* **CTA:** call \[phone] or book online

## Emergency-readiness (seasonal plumbing and electrical)

**Why it works:** Nobody shops around in the middle of an actual emergency, they call whoever is already top of mind, so getting there before the pipe freezes or the storm hits means the decision is already made when the real event happens. Leading with a helpful, preventive tone rather than fear also builds trust, which fits an ongoing service relationship better than scare tactics do.

**When to mail:** Mail to the full active list 2-4 weeks ahead of a seasonal risk window (frozen pipes, storms, sump pumps).

![Front of an emergency-readiness mailer naming a seasonal risk and inviting a preventive inspection](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/emergency-readiness-front.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=09ff661fc10b455c58755762c0ab272e)

Front

![Back of an emergency-readiness mailer explaining what the inspection covers](https://mintcdn.com/avoca-hc/-HJEda8G8XLqbFIJ/images/direct-mail/emergency-readiness-back.jpg?fit=max\&auto=format\&n=-HJEda8G8XLqbFIJ\&q=85\&s=4ee95a326e635a7e2bd7214297fa3b83)

Back

* **Offer:** free or discounted preventive inspection (frozen pipe check, sump pump test, panel/surge check), book by \[date] (2-4 weeks ahead of the risk window)
* **Seasonal hook:** name the specific, imminent risk window ("before the first hard freeze," "before spring rains," "before storm season") rather than a generic reminder
* **Audience:** All active customers in \[region] affected by that seasonal risk
* **Front/back split:** front hero's the preventive angle ("Don't wait for it to happen, book now") with the specific risk named; back carries what the inspection covers and the CTA
* **Styling:** informative, not alarmist, use clear iconography (a snowflake, a raindrop, a lightning bolt) rather than disaster imagery; calm color palette
* **Tone:** helpful and preventive, not alarming
* **CTA:** call \[phone] or book online