The campaign has been timed to coincide with the start of spring as homeowners begin to turn their attention back to gardening following the winter lull.
The mailer includes an information pack about Easi-Reel, which is included with new products and as an add on, and encourages customers to order the product either by a returnable form, a hotline number or online.
Because a large proportion of the target audience have children, the pack also includes a game involving disentangling cables and matching the right plug with the right lawnmower. Those that take part can win prizes including an MP3 player and £30 of Early Learning Centre vouchers.
Brian Wytcherley, Flymo head of customer services, said that existing Flymo customers are being targeted.
The campaign will also include Flymo's new strapline "We go a long way to make gardening easier".
Julia Phipps, managing director of EHS Brann Leeds, added: "We've created something we expect to be kept around the house for a few days, helping drive awareness and ultimately increase sales."
The DM campaign coincides with a £2m ad campaign created by The Design Group that breaks on April 12.
The campaign introduces a new brand character, Flymo Man, who will travel the world to gain inspiration for his gardening.
Flymo is owned by Husqvarna, the former outdoor products business of Electrolux, which was spun off in August. Media is through ZenithOptimedia.
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