The holiday season is a time when many people shop for gifts and decorations. It’s also a great time for businesses to capitalize on this by running direct mail campaigns. The Christmas direct mail season is a prime time to be either mailing new prospects or your existing house file to maximize your response.
If you want your campaign to be successful, follow these nine tips!
1. Use oversized mailers to grab the recipient’s attention right away.
Whether you’re sending catalogs, postcards, or other promotional materials, make sure they are big enough that people will notice them right away. While there might be an increase in print and postage costs, the benefits of “sticking out” in a recipient’s mailbox could be worth it when it comes to response rate.
2. Ensure that your direct mail campaign is memorable and stands out from the crowd.
Consider using bright colors, fun designs, and other eye-catching elements to grab people’s attention and make your message stand out. Consider enclosing a gift (holiday cards, stickers, other collectibles) within the mailer to really make your mailing “pop”!
3. Include an offer in your campaign to encourage recipients to take action right away.
This could be a discount for a particular product or service, free shipping on orders over a certain amount, or some other incentive that will get people excited about your offer and more likely to respond quickly. Always include a deadline to spur the call to action and create a sense of urgency.
4. Consider incorporating other channels into your direct mail campaign.
This includes email or social media posts. Following up with a prospect online can help increase response rates as it reinforces your brand. When a recipient gets a mail piece from you, there is already that recognition. You can also try more traditional channels like newspaper ads, remnant space ads, or even a radio campaign.
5. Combine different types of campaigns with your direct mail efforts in order to maximize your results.
For example, you might run an email marketing campaign alongside a direct mail campaign focused on holiday shoppers, or you could set up retargeting ads that appear to people who have already visited your website or clicked through from one of your mailers. Your CTA (call-to-action) could be to visit a website or scan a QR code to go to a website or app. The possibilities are limitless.
6. Don’t neglect to mail post-holiday.
While the big rush comes between Thanksgiving and Christmas, there is something to be said about waiting to mail after the holidays. If your product or service isn’t geared towards the holiday season, then take advantage of the post-holiday time when mailboxes are less full and competition is scarce.
7. Reward your loyal customers for shopping with you by offering them exclusive discounts and promotions.
This will build customer loyalty and encourage people to keep coming back to your business year after year. Maximize this with your house list and remember to segment your existing customers into tiers. For example, high value vs. smaller customers and tailor a specific offer to each customer group.
8. Use personalized messages in your direct mail campaign whenever possible.
Make sure to include a recipient’s name or use custom offers that are relevant to their interests. This can help increase engagement and make your recipients feel more valued and appreciated. If you have multiple locations, make sure to direct them to the one closest to them in your mailer.
9. End your campaign with a simple “thank you” message.
It could be either handwritten (or computer-generated handwritten) or printed on the mailer itself. A “thank you” message shows your appreciation for everyone who takes the time to read through your message and respond.
By following these tips, you can create an effective holiday direct mail campaign that boosts response. For more direct mail advice or to find out how to make the most of your next direct mail campaign, North American Media can help! Contact us today to learn more about our services.
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